1. Joel Silverstein Com 453 Spring 2014 ASU – Lake Havasu
The Tiger Woods Foundation When Values and Behavior Collide (a 2009 case study)
Joel Silverstein
Com 453
Spring 2014
ASU – Lake Havasu

2. We will discuss: Who is Tiger Woods The Tiger Woods Foundation
The Case
Fund Raising Challenges
Remediation Suggestions
Discussion Questions
Wrap up 2

3. Who is Tiger Woods ? Celebrated Professional Golfer
95 Tournament victories
71 PGA Tour Victories
Most successful in game history
Went Pro 1996
Highest paid – over $1 Billion
Prizes and Paid Endorsements
(reddit.com) 3

4. Who is Tiger Woods ? Endorsements Admired Dedicated Professional
Nike
Accenture
TAG Heuer
General Mills
American Express
Titelist
Buick
Gillette
Admired
Dedicated
Professional
Role Model for Children
(tagheuer.com) 4

5. Who is Tiger Woods ? cont. Co-Founder – Tiger Woods Foundation
501(c)(3) nonprofit organization
“helping children develop character and explore potential careers”
(getty.com)
(Tiger Woods Foundation) 5

6. Tiger Woods Foundation
Founded 1996
Philanthropic organization
Partners with corporations
Development programs
Educational & Character
(tigerwoodsfoundation.org)
Tiger Woods, Figurehead
Earl Woods, Co-Founder – (deceased)
Kutilda Woods, Bd-Director, Mother
Greg McLaughlin, President & CEO
Employs 25 people 6

7. Tiger Woods Foundation
Grants and Scholarships
$2,500-$25,000
maintains over 100 grant programs
Earl Woods Scholarship
College and Internships
Tiger Woods Learning Center
35,000 foot facility -
after school programs
emphasize career & college prep
has reached 100,000 kids 7

8. Tiger Woods Foundation
TW Junior Golf Team
International Tournament < 18 y/o
Tiger’s Action Plan
Ages 8-17
programs that address character, education, community service
(tigerwoodsfoundation.org) 8

9. Fund Raising Efforts AT & T National Chevron World Challenge
PGA Tour Pro’s Compete for big purse
Chevron World Challenge
PGA Tour Event
Block Party
Annual Celebration of Community
Fund Raising Event
Tiger Jam
Annual Benefit Concert to Raise Money
Las Vegas – Big Name Entertainers

10. The ultimate citizen Commitment and Drive Success Education Wealth
Community Service
Admired for his character
(businessinsider.com)

11. The Fall
Within a few days surrounding Thanksgiving 2009 scandal involving Woods goes viral reaching millions of people.
The prominent role model falls from grace.
How will these events affect the charitable foundation that is so closely tied to Woods?

12. Situational Analysis
Nov 25, 2009 : National Enquirer reports that Tiger is having an affair with Rachel Uchitel.
Nov 27, 2009: Tiger crashed his SUV, causing $3,200 in property damage.
Report that wife smashed car windows with a golf club.

13. Situational Analysis
Over a dozen women claimed to have affairs with Tiger
December 11, 2009: Tiger confessed to being unfaithful to his wife of five years, Elin Nordegren
Announces his intention to take an indefinite break from Pro Golf.

14. Tiger’s Press Release
“Personal sins should not require press releases and problems within a family shouldn’t have to mean public confessions.” Tiger Woods Dec 12, 2009

15. Arrogance and Entitlement
Privacy

16. Immediate Fallout Some sponsors drop both Tiger and the Foundation
Accenture -
“no longer the right representative for our advertising”
AT&T –
opted to not renew contract after 2014
Sponsors Shareholder wealth decreased $5-$12 Billion
(technical correction and good place to blame)
Other contributors just faded away...

17. Contributions Drop
Small corporations and individual givers hold back.

18. Economy Effect on Giving
National Philanthropic Trust

19. First Interview – ESPN 2012

20. Should the foundation make any statements regarding the scandal ?
Discussion Questions 1
How can the foundation disassociate itself with Tiger’s personal behavior, but still leverage his celebrity status ?
Should the foundation make any statements regarding the scandal ?
What could the foundation do to retain its sponsors? 20

21. Should the foundation disassociate itself entirely from Tiger?
Discussion Questions 2
How will the scandal affect public interest in the Foundation’s services?
Should the foundation disassociate itself entirely from Tiger?
Could tiger improve his reputation by increasing his personal involvement in the Foundation? 21

22. new corporate sponsors Tigers Woods Foundation
Epilogue 2013
Tiger Woods
making more money
new 130 foot mega yacht
new corporate sponsors
TAG gone – Rolex In
Accenture gone - Fuse In
Nike – expands TW Product Line
Tigers Woods Foundation
bringing in more funding
added $32 million
new foundation partners
Northwestern Mutual Life
Booze Allen Hamilton
Deutsche Bank
Rolex
Lockeed Martin

23. Summary Who is Tiger Woods The Tiger Woods Foundation The Case
Fund Raising Challenges
Discussion Questions
Remediation Suggestions
Epilogue 23

24. References and Sources
ESPN
Internal Revenue Service
National Enquirer
National Philanthropic Trust
Newsweek
The Tiger Woods Foundation
Tiger Woods 24