Case Studies | Revenue, Impact, and Fulfillment for People Like You

Maker's Mark

The Need
When iconic brand Maker's Mark decided to deeply integrate social impact into their growth strategy, they turned to Plenty to help them create, align around, and build out the approach.

Our Work
Over a nine-month engagement centered on Meridian, our strategic planning process, we led Maker's Mark executives, distillers, partners, and agencies in a series of thoughtful, iterative, and heart-centered discussions about the core essence of the brand and where it could most make a difference in the world. The extensive engagement included a four-day offsite with the core project team at HeartSpace, our retreat center in Park City, Utah, as well as several in-person discovery sessions to uncover opportunities with the distillery in Loretto, the U.S. headquarters in Chicago, the parent company in Japan, and throughout the supply chain. Our work concluded with a sustainability workshop back in Loretto, helping the team ground their vision with ways to change and improve their production and shipping process to be more in harmony with nature.

Our Impact
As Maker's begins its 2020 campaigns, we're excited for the public to see what we've seen first-hand: the incredible passion and commitment that the Maker's Mark team has to honoring its legacy by improving the world around us.

Cruzan Rum

The Need
In the aftermath of the destruction caused by Hurricane Maria, Cruzan Rum, producer of some of the world's finest aged rums, came to Plenty to do something urgent, meaningful, and lasting.

Our Work
Over the course of six months, Plenty used Meridian to create the Island Spirit Fund, a nonprofit entity designed to support disaster relief efforts in the U.S. Virgin Island and across the United States, helping rebuild and renew communities impacted by storms of all kinds. Working in conjunction with the Cruzan team and their outstanding agency partners, we helped craft the structure, strategy, messages, and campaigns to build the effort, including creating a blended model of funding made of for-profit commitments and non-profit donations.

Our Impact
In little over two years, the Island Spirit Fund has already raised over $3M to support direct relief on the ground in St. Croix, at far less of an overhead cost compared to deploying funding through large existing entities. And starting this fall, the language that began as words on flip charts in HeartSpace will literally be emblazoned on every bottle of Cruzan. How cool is that? Learn more at https://www.cruzanrum.com/island-spirit-fund.

Wounded Warrior Project

The Need
When Wounded Warrior Project, an innovative $400 million nonprofit, needed to create a new experiential peer-to-peer fundraising campaign to repair its brand, extend its reach, and engage its constituency, it turned to Plenty.

Our Work
Using Meridian, Plenty's strategic planning process, Plenty and Wounded Warrior Project created and launched Carry Forward, a nationwide fundraising and marketing campaign. After participating in Plenty's process, the trust of the leadership grew so deep that we were ask to manage facilitation of their overall branding and strategic initiative, resulting in Plenty coordinating efforts and deliverables across a wide set of agencies, including Interbrand, Bridgespan, and LeadDog.

Our Impact
In its first year, Carry Forward exceeded expectations – and projections – at every level, surpassing financial goals, attracting national corporate partners, receiving coverage from national media outlets, and perhaps most importantly, revitalizing and reenergizing a staff that had grown weary from scandal. Amazingly, the brand new campaign was ranked 4th-best 5K in the nation in a national survey. Now in full implementation, Carry Forward is expanding at the rate of 33% per year.

World Wildlife Fund

The Need
World Wildlife Fund, a leading global environmental agency, needed a way to mobilize both grassroots and corporate constituencies and introduce its important work to a new generation of supporters.

Our Work
Plenty helped the World Wildlife Fund through the entire creation and implementation process. We surfaced and identified potential segments, crafted personas for concept design, align the team on event ideas and opportunities, created the brand of the event, choose vendors, and launched the Panda Paddle. The Panda Paddle is a nationwide stand-up paddling festival that leverages both a growing activity and connects constituents directly to the mission of the organization: to protect protect the oceans, rivers, animals, and wild places you love.

Our Impact
Momentum has grown quickly, with Target, a Fortune 50 company, recently signing on as the lead, multi-year underwriter. The Panda Paddle is now in its third year of production, and we couldn't be more thrilled to get out on the water with WWF.

March of Dimes

The Need
March of Dimes came to Plenty at a crossroads. The organization’s performance was in rapid decline. Legacy income models were deteriorating, attitudes towards the brand were apathetic, and the long-time community support was eroding quickly, with the national walk series underperforming and the community dissipating. New, energized leadership arrived, determined to not only restore the organization, but take it to new levels of success.

Our Work
A multi-year engagement centered on two focus areas: turnaround and innovation. In the category of turnaround, Plenty was hired to completely overhaul the organization’s chief source of revenue, the March for Babies national walk series. This expansive scope included significant revenue analytics to diagnose issues, convening multiple levels of leadership to create a new way forward, and rebuilding client and staff relationships to prepare for a new set of funding streams. In the category of innovation, Plenty used its Morpheus innovation process to design an entirely new funding stream, launching nationally in late 2019.

Our Impact
The initial results of our work have been tremendous. Fundraising performance has increased a staggering 80%, as Plenty’s multi-pronged segmentation strategy has gained traction. A national sponsor has been secured for the new funding stream, and all systems are go for launch. We're so proud to help this critical organization leap into a new future.

Moffitt Cancer Center

The Need
In the midst of a leadership transition, Moffitt Cancer Center needed help navigating the path to achieve their ambitious goals for their legacy peer-to-peer fundraising event, Miles for Moffitt. With less than three months to the event, they turned to Plenty.

Our Work
Plenty used Polaris, our coaching and implementation service, to assess where things stood, create a set of interventions, and implement them on-the-fly. We also created a dashboard and funnel to create a real-time forecast of projected participants and revenue. We facilitated an in-person workshop to build alignment, cohesion, and excitement among the team. From discovery to race day, we guided the Miles for Moffitt team, providing executive coaching, data analysis, messaging and brand communications, and strategic advisement to pull the needed growth levers for success.

Our Impact
Miles for Moffitt 2019 saw the largest increases in both participation and fundraising in the history of the program, marking it was one of the fastest growing peer-to-peer events in the country.

And to keep the momentum going, Miles for Moffitt kept Plenty on-board for 2020 to further orient the program towards long term growth. Our Polaris service helped make critical adjustments during the Coronavirus pandemic as Miles for Moffitt transitioned to a virtual event.

We engaged Plenty two months before our race to provide additional support in achieving this year’s ambitious goals. They jumped straight into the project without delay, providing regular insight and guidance to team. They’re strategic recommendations were based on strong analytics and deep experience in event fundraising and communications. Our race saw the biggest increases in its history in participation and dollars raised and this was in no small part due to the excellent services provided by the Plenty team."

~ Maria Muller, EVP, President of the Moffitt Foundation, Moffitt Cancer Center

American Cancer Society

The Need
With a team in transition and a need to strengthen their culture, the North Central Region of the American Cancer Society asked Plenty to facilitate their cultural transformation and unite their team with a renewed hopeful vision.

Our Work
Utilizing our culture workshop, Compass, we delivered the Five Keys Assessment for over 80 members of the team to measure the organization’s perceptions of their strategy, leadership, wellbeing, community, and funding.

From those results, we were able to see where the team was aligned and where they weren’t. We then facilitated a two-day workshop to review the results, identify the gaps, workshop solutions, and inspire the team towards the next steps to growth.

Our Impact
In a room of nearly 100 people, we were able to co-create a safe, inspiring, trusting space for deep and connective conversations. That led to real, actionable, and tactical improvements the team could take ownership of.

The team left the workshop reinvigorated and reconnected to their mission and each other – bonds that proved incredibly important as the world soon entered the force paused of COVID-19.

Client Success Stories

Maker's Mark

Cruzan Rum

Wounded Warrior Project

World Wildlife Fund

March of Dimes

Moffitt Cancer Center

American Cancer Society

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