1. 4-H Paper Clover Campaign Fall 2014

2. 4-H Fall Paper Clover Campaign About This Toolkit We're glad you're planning on participating in the Paper Clover Campaign. 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 during the event, and generate as much revenue as possible.

3. 4-H Fall Paper Clover Campaign Contents Why Paper Clover? Partnership Summary Messaging Paper Clover Participating In-Store Participation Sweepstakes Promoting Your Event Receiving Funds Timeline Support Materials

4. 4-H Fall Paper Clover Campaign Why Paper Clover? The Paper Clover campaign has the potential to raise thousands of dollars for whatever your county needs most. Knox County, TN raises ~ $3,000 towards camp scholarships each Paper Clover promotion! Follow the easy steps laid out in this webinar and you’ll be well on your way to doing the same!

5. 4-H Fall Paper Clover Campaign Partnership Summary Through 4-H and TSC’s national partnership, 49 states are able to take advantage of opportunities to raise funds and visibility in their communities! TSC would like to cultivate year round relationships with their local 4-H clubs and welcomes you in the store during Paper Clover and to fundraise throughout the year. Visit www.tractorsupply.com/4-H to learn more about how TSC is supporting 4-H and track the how your state is doing during the upcoming Paper Clover promotion! www.tractorsupply.com/4-H 4-H TSC/Del’s Partnership Opportunities DatesBenefit to 4-H Paper Clover Promotion Oct 8-19, 2014 70% of funds go to state and county 4-H programs and 30% to National 4-H Council. DuMor Show Feed Ongoing in 2014 For every bag of DuMor Show Feed sold, TSC will donate $0.25 to 4-H Animal Science learning and activities. TSC Reusable Bags Ongoing in 2014 Proceeds from the sale of reusable bags will go to support TSC's local and national marketing of the 4-H partnership.

6. 4-H Fall Paper Clover Campaign Messaging Paper Clover The Paper Clover Campaign is a unique fundraising opportunity, because your county can raise funds for whatever you need the most with no restrictions. In order to make the most of this lucrative fundraising opportunity make sure to be clear about what your county will use the funds for. Consumers are much more likely to purchase a clover if they hear: “This will help me fund my…. CAMP FAIR PROJECT HORSE FEED NEW CURRICULA TRIP TO CONGRESS What do you use your Paper Clover funds for?

7. 4-H Fall 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. To make in-store participation as easy as possible, here are a few ideas to consider: 1. Greet customers and tell them exactly how they are supporting you 2. Set up a Project Display 3. Bag Customer Purchases What have you done in-store that has been successful?

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

9. 4-H Fall 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! Please use this as an opportunity to form a relationship with your local store manager so you may then 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!

10. 4-H Fall Paper Clover Campaign Promoting Your Event There are many ways to generate excitement and visibility throughout The Paper Clover Promotion. Social Media: A great way to reach your community is through your social media outlets. Use the sample posts and images in the support materials to help generate buzz for Paper Clover in your community. Email Announcement: Make sure to email your network to generate awareness of the Paper Clover promotion by emailing the sample email included in the Support Materials.

11. 4-H Fall Paper Clover Campaign Print Media: This partnership thrives on the relationships between local 4-H clubs and their community TSC stores. Use the press release template included in the Support Materials 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 from the Support Materials and use them on your own website to promote the Paper Clover Promotion Don’t forget to share how your county uses the funds! This always makes your story more impactful.

12. 4-H Fall Paper Clover Campaign The Past Two Promotions got over 6 Million Media Impressions Each! How much press did your county get for Paper Clover?

13. 4-H Fall Paper Clover Campaign Fund Distribution

14. 4-H Fall Paper Clover Campaign Receiving Funds TSC will send National 4-H Council a lump sum check of all funds raised within 30 days of promotion ending National 4-H Council will distribute to state foundations within two business weeks with a breakdown of each county’s portion State foundations will distribute 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 National 4-H Council. Please do not contact your TSC manager as they will not have the proper information!

15. 4-H Fall Paper Clover Campaign Timeline 4 Weeks Out: Contact Your TSC Manager and make a plan for 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 and social media Week of Promotion: Follow through with your participation plan and continue to promote through your PR channels Week After Promotion: Make sure to send a thank you note to your TSC manager

16. 4-H Fall Paper Clover Campaign Support Materials Participation Registration Form Press Release Template Customizable Posters an Ads Web Banners Social Media Templates Thank you Note Template Paper Clover Tip Sheet Participation Sweepstakes Information

17. Want to keep hearing about Fundraising opportunities? Make sure you’re registered here: http://www.4-H.org/newsletters/ /

18. 4-H Fall Paper Clover Campaign Questions? Feedback? National Paper Clover Contact: Thayer Surette paperclover@fourhcouncil.edupaperclover@fourhcouncil.edu or 301-961-2897