A CASE STUDY
How ScottsMiracle-Gro Team Rallied Their Associates and Audience to Provide Kids Access to Green Spaces
580
Kids given access to play and green spaces.
$86,179.70
Raised in only 10 days!
464
ScottsMiracle-Gro Associates activated.
The Overview.
ScottsMiracle-Gro (SMG) partnered with Every Kid Sports to make a significant impact during the Giving Tuesday and year-end fundraising season. By engaging their associates and broader audience, Scotts raised an impressive $43,089.85. They then matched the donation, doubling the total to $86,179.70 enabling 580 additional kids to access youth sports and green spaces. This case study explores how Scotts achieved this remarkable success contributing to their GroMoreGood initiative.
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“Our associates at ScottsMiracle-Gro walk the walk when it comes to giving back,” said Lance Melnichenko, brand director, next gen lawns. “It’s truly part of the culture here. Whether we’re helping a local cause in one of our communities or helping a partner like Every Kid Sports, it’s incredible the way our associates help others. As part of our giving culture, we’re working with Every Kid Sports to bring more kids all of the benefits of playing outside on natural turfgrass. So I want to give a big shout out to all of the Scotts associates helping kids access sports through Every Kid Sports.”
The Strategy.
To maximize impact, ScottsMiracle-Gro implemented a multi-faceted approach that combined associate engagement, digital outreach and strategic partnerships.
1. Customized Landing Page
Every Kid Sports created a tailored landing page for the campaign. The page explained the initiative, showcased testimonials from children previously supported by Scotts, and provided real-time updates on the fundraising goal.
2. Associate Engagement
- Scotts encouraged associates to contribute through internal campaigns. A total of 464 associates made donations, and many continued to support the cause even after the fundraiser concluded.
- Digital signage across Scotts facilities kept associates informed and inspired.
- An intranet article emphasized the importance of recreational sports and green spaces, resonating with associates by highlighting personal connections to youth sports.
- Key message: “On Tuesday, December 3, we’re matching your donations to Every Kid Sports to help income-restricted families cover registration fees for youth sports and increase access to green spaces. You can help us GroMoreGood and give the gift of play this holiday season.”
3. Digital and Social Media Outreach
- On Giving Tuesday, Scotts’ website featured a homepage takeover and prominent banners directing consumers to the fundraiser.
- Paid social campaigns included a creator video shared across Instagram, TikTok and Facebook, amplifying reach and engagement.
- Campaign results and posts were highlighted to showcase the collective impact.
The Results.
The multi-channel approach proved highly effective:
$86,179.70
Total funds raised (including the Scotts match).
464
The number of Scotts associates that participated.
+ Awareness
The campaign strengthened awareness about the importance of youth sports and green spaces within Scotts’ community and beyond.
580
The impact enabled 580 additional kids to access youth sports and green spaces, contributing to joy, growth, and well-being.
“The response to the Every Kid Sports donation drive from our associates was incredible,” said Samantha Usher, brand manager, lawns – grass seed. “I was completely thrilled that so many associates gave back in order to help more kids access sports. It’s truly a part of our culture to help communities and partnering with Every Kid Sports is a winning combination.”
The Key Takeaways.
1. Associate Engagement Matters.
Personal stories and targeted internal communication were instrumental in driving associate participation.
2. Leverage Digital Tools.
A dedicated landing page with real-time updates and compelling content played a critical role in motivating donations.
3. Maximize Partnerships.
Collaborative promotion through Every Kid Sports’ channels ensured a broader audience was reached.
4. Matching Donor-driven Impact.
The match by Scotts served as a powerful incentive for contributors, ultimately doubling the impact and showing the company’s commitment to helping kids access green space (putting their money where their mouth is).
The Conclusion.
ScottsMiracle-Gro’s Giving Tuesday and year-end fundraiser exemplified the power of collective action. By mobilizing associates, leveraging digital platforms, and fostering meaningful partnerships, Scotts demonstrated a commitment to giving kids access to play and green spaces. Their efforts underscore the transformative potential of combining corporate resources with a shared mission to make a difference.
To learn more about the Scotts and Every Kid Sports partnership, please see the following blog post: