1. 4-H Paper Clover Campaign Spring 2016 April 13 - 24

2. 4-H Spring Paper Clover Campaign About This Toolkit We're glad you're planning on participating in Paper Clover. Paper Clover has the potential to raise thousands of dollars for whatever your county needs most. We know you are busy, so we want to make it as easy as possible. This turnkey guide has all the resources you will need to plan your participation, including tools to help engage your community, participate in- store, and generate as much revenue as possible.

3. 4-H Spring Paper Clover Campaign Contents Charity Checkout Trivia Why Paper Clover? Top Producers Messaging Paper Clover Participating In-Store Participation Sweepstakes Promoting Your Event Receiving Funds Timeline Support Materials

4. 4-H Spring Paper Clover Campaign Charity Checkout Trivia How much was raised in the U.S. in 2014 by million-dollar-plus campaigns? $388 million What % of people report donating at the register? 71% 77 checkout campaigns exceed $1 million annually, where does 4-H’s Paper Clover fall on the list? 56 – Over the last year TSC generated $1.8 million as a result of Paper Clover eBay came in at number one, raising $62.2 million. McDonalds was the largest in-store program and number two overall Raising $40 million.

5. 4-H Spring Paper Clover Campaign Why Paper Clover? Unrestricted funding Low level of commitment Opens door to year round support Fact: Stores that have 4-H’ers Participate in-store generate 40% More Revenue than those that do not.

6. 4-H Spring Paper Clover Campaign STATEREVENUE# OF STORES Texas$108,574162 North Carolina$59,49367 California$53,05744 Pennsylvania$51,00981 Virginia$48,91050 **Fund split: 60 - 65% county, 5-10% state, 30% National 4-H Council Top Five Revenue Producing States

7. 4-H Spring Paper Clover Campaign Top Revenue Producing Counties COUNTYREVENUE Chesapeake, VA$6,203 Turlock, CA$5,479 Yuba City, CA$4,137 Clemmons, NC$3,426 Frederick, MD$3,187 **Fund split: 60 - 65% county, 5-10% state, 30% National 4-H Council

8. 4-H Spring Paper Clover Campaign Participation Incentive Sweepstakes If your club participates in-store, you will be entered into a drawing to win a gift card! At the end of the promotion 150 participating clubs will win gift cards to TSC or the 4-H Mall!

9. 4-H Spring Paper Clover Campaign Participating In-Store 4-H'ers must participate in-store during the promotion and submit the Participation Registration Form to be eligible for the incentive sweepstakes. When kids participate in-store, have them: 1.Greet customers and share how funds will be used 2.Set up a Project Display 3.Sell Clovers!

10. 4-H Spring Paper Clover Campaign Messaging Paper Clover Funds are UNRESTRICED! BUT, consumers are much more likely to purchase a clover if they hear what you will use funds for: “Please buy a Paper Clover today to fund our….” Trip to Camp Fair Project Horse Feed New Curriculum What do you use your Paper Clover funds for?

11. 4-H Spring Paper Clover Campaign Year Round Relationships In addition to participating in-store during Paper Clover, TSC would like you to use them as a resource year round! Form a relationship with your local store manager so you may host fundraisers at TSC throughout the year! We recommend putting some information about your local 4-H on the store Community Board so customers know who they are supporting and can learn about 4-H in their community!

12. 4-H Spring Paper Clover Campaign Promoting Your Event Generate excitement and visibility throughout the Paper Clover Promotion. Social Media: Post often! The more you share, the more members of your community will support! Email Announcement: Email your network to generate awareness of Paper Clover **Social media and email templates available in the online toolkit at http://www.4-h.org/paper-clover-toolkit/http://www.4-h.org/paper-clover-toolkit/

13. 4-H Spring Paper Clover Campaign Print Media: Issue the completed press release template to alert your local media of the promotion. The more coverage you get, the more traffic you will get for the promotion! Web: Download the web banners and post them on your website to promote Paper Clover **Release and banners available in the online toolkit at http://www.4-h.org/paper-clover-toolkit/ http://www.4-h.org/paper-clover-toolkit/ Don’t forget to share how your county uses the funds! This always makes your story more impactful. Promoting Your Event

14. 4-H Spring Paper Clover Campaign Promotions generate 6 Million+ Media Impressions Each! How much press did your county get for Paper Clover?

15. 4-H Spring Paper Clover Campaign Fund Distribution

16. 4-H Spring Paper Clover Campaign Receiving Funds TSC sends Council funds raised within 30 days of promotion ending Council distributes funds to state foundations within two business weeks with a breakdown of each county’s portion State foundations distribute funds to counties within two business weeks Once funds are received at county, please notify the volunteers/clubs that participated in the event Questions about fund distribution should be directed to the state foundation or Council. Please do not contact your TSC manager as they will not have the proper information!

17. 4-H Spring Paper Clover Campaign Timeline 4 Weeks Out: Contact your TSC Manager and plan when and how your club will participate in-store 3 Weeks Out: Sign up your 4-H’ers for time slots to participate in-store 1 Week Out: Start promoting Paper Clover through press releases, email and social media Week of Promotion: Follow through with your participation plan and continue to promote through social media and email Week After Promotion: Send a thank you note to your TSC manager

18. 4-H Spring Paper Clover Campaign Support Materials Press Release Template Customizable Posters an Ads Web Banners Social Media Templates Thank you Note Template Paper Clover Tip Sheet Participation Sweepstakes Form All can be located in the online toolkit: http://www.4-h.org/paper-clover-toolkit/

19. 4-H Spring Paper Clover Campaign Questions? Feedback? Email: paperclover@4-h.org Call: Zach Hall301-961-2964