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| Fundraiser Tribute for Coach Landry |
| Event/Media Campaign |
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| The Fellowship of Christian Athletes (FCA)
wanted to recognize Coach Tom Landry for his many years
of service to the organization’s Dallas chapter.
Since the early 1960s, Coach Landry had played a pivotal
role in the growth of the chapter, one of the strongest
in the country. In September 1994, Lovell organized a
70th birthday celebration for Coach Landry at Texas Stadium
to honor the coach and raise funds for the FCA. |
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| Challenges |
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To create a first-of-its
kind silent auction with autographed memorabilia
from the NFL, NBA, MLB and NHL. |
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To secure attendees for the event
and raise significant money for the FCA’s
Dallas chapter. |
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To secure national coverage for
a local fundraising effort. |
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| Strategies/Tactics |
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Secured Texas Stadium as the venue
because of the significance for Coach Landry. |
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Created a committee made up of owners
of Dallas’ major sports teams. |
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Secured autographed memorabilia
from owners, managers and athletes within the NFL,
NBA, NHL and MLB. |
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Secured William Bennett, the former
secretary of education, as the evening’s speaker
and Louise Mandrell as the performer. |
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Distributed press materials to local,
state and national media. |
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| Results |
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Organized a sold-out event for a
first-of-its-kind private dinner at Texas Stadium. |
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Secured over 2,500 autographed sports
memorabilia items for the silent auction. |
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Raised over $170,000 for the FCA
in one of the group’s most successful fundraisers
at the time. |
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Received national wire service pickup
with coverage on local and national ABC, CBS, NBC,
FOX and ESPN affiliates. |
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| Lovell organized a sold-out event that honored Coach
Landry while raising over $170,000 for the FCA. |
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