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Show Page A7 imr s - 3 nbepeub rut Che Thursday, November 29,2001 Branding childrens charities OK a new solution to age-ol- d isnt sheet metal The Operation Kids Found dation, a Salt Lake nor profit, has taken the cor- or pistons, its brand, and the trust built into that brand. Now the Operation Kids Foundation is applying the principles of branding to the world of nonprofit childrens charities. The foundation holds the commercial rights to the term OK and has begun to award the OK Seal of Approval to brand children's chanties that meet its stringent standards of financial efficiency and program effective- City-base- porate concept of branding, given it a unique twist, and applied it to a whole new field. . .childrens chanties. The world has used the long power of brandto its advantage, says ing Paul Jones, the foundations executive director. Think about it. Coke is just sugar water And in the case of Diet Coke, it's not even that! A new Hyundai will take you everywhere a new Mercedes Bens does. The difference in price for-prof- it ness. Americans have long been a generous people. According Exquisite Floral Designs Personal Sen ice i We Deliver! Sarah Heffron 260-179- 1 loan Taylor to figures published by the Independent Sector, the average American household gave nearly $1,500 to nonprofit groups in 2000. Alexis de Tocqueville remarked upon our native chanty in his influential work Democracy in America in 1832, says Jones But back then it was much easier to see your neighbors need, and the good that your benevolence did. Thats not as true today. are actually working. A new survey shows that theyre looking for a shorthand way of knowing which charities spend their resources efficiently and get results from their programs These and other disclosures come from a study of American public opinion commissioned by the Better Business Bureau and published in September. Called the BBB Wise found: percent of Americana it helpful to have an independent organization evaluate charities and award a seal of approval. 84 would consider 78 d enterprise I Semiannual Call or income checks stop by today. Jim Bane charities spend their E. Center St. Moab UT 84532 0 www edwardjones com Member SIPC Yield effective 1 12701 subject to availability and price change Yield and market value may fluctuate if sold poor to maturity Edwardjones Serving Individual Investor percent say that charities should spend at least 70 percent of their expenditures on programs. Nearly 9 in 10 Americans, or 87 percent, see value Since 1871 help Americans know to whom they can confidently give. Charities that meet these standards are eligible to ben- efit from fundraising conducted on their behalf by the Operation Kids Foundation, and to display or mention the OK Seal of Approval in all their public communications. To receive the OK Seal of Approval, childrens charities must meet four basic criteria: 1.They must have a 501(cX3) letter of designation from the IRS showing that it is a nonprofit charity. 2.- Their mission statement must match the Operation Kids Foundations mission to serve children in one or more of six areas: child education; safety; environment; health; welfare; and well being. 3.They must meet or exceed a rigorous series of financial, management, service and effectiveness measures developed by the Foundation. 1 4.0K Charities that trust and hope to re- des- erving childrens chanties, Jones savs. , 0 nTtowin i fTOrwnrrxqTEE) i Wt Can ja dk and all j cue UmC - ' this Jsoliday $aoQe Ail you - JFedExc- S9 , - ceuteo czz3 r.r3::a tZhzZSczsi Cxtirjteu tswtrt BEFORE YOU . LEAVE Castle Rock Chevrolet, Buick & Pontiac 3 latnltfS I fltttf jEfgjgxy u I or SUYs sollsALL New Cars, Trucks over LiaAoic-e- , f re- sources. 79 percent say the percentage of spending that goes to charitable programs is a vital measure. Seven in 10 say its difficult to know if someone asking for money is a legitimate charity or not. The board and staff of the Operation Kids Foundation, in consultation with business and nonprofit leaders, have developed a proprietary measure of financial efficiency and program effectiveness that rarc3i3 newed 4 in an independent group monitoring and reporting on how I Interest payments do 47 not contain principal their cause cent must be allocated to develop programs in concert with other OK Chanties that serve to improve the Life of the Whole Child. The remaining 80 percent is unrestricted, meaning the chanties may use the funds as they deem best. So far four chanties, the Christmas Box House, The Forever Young Foundation, the Larry King Cardiac Foun dation and the Drew Bledsoe s Parenting with Dignity Foundation have been accepted into the Operation Kids Foundation family of chanties These efforts are just a beginning The foundation is adding many more childrens causes to its roster of OK Charities. The goal isnt just fundraising for worthy causes With our unique branding strategy the Operation Kids Foundation we will bnng re trust that chantable efforts tations Survey, the study Loan Mortgage Corporation) is a government-sponsore- A second 10 per- But if Amencans are generous, theyre also purposeful in their giving. They want to Giving Alliance Donor Expec- I Freddie Max (Federal Home the amount on publicizing problem Chevrolet OtDSMOBILE Buick iNTERESTiTILTHE;END.OFiTHEiYEAR RETAICIYOUR PRICE StocklYearlMaWe DURAMAX Chevy Silverado Crew-ca- b 2001 Chevy Tracker 2002 Chevy Tahoe SOLD 2002 Chevy Silverado Crew Cab Ext. 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Main, Moab 1777 DL Hours: 8--6 M-- F 8--3 SAT. 9-54- 32 Scepimoab-utah.co- m ceive grants from the tion of $10,000 or more must agree to spend 10 percent of Founda- " m 02S fO : O' j i Moab Poets Writers Project Would Like to Thank the Following People for Making Our Writers Conference, Voluntary Exile, a Success: t tfP&i .T SOUTHEASTERN APPLIANCE r c o n t 1940 South Highway 191 Moab 435-259-44- Store Hours: Monday - Friday 10-- 1 Utah Humanities Council, Utahs Canyonfands Travel Region, our many great sponsors, our faculty, the MARC, all of our hardworking volunteers, and everybody in the community who supported our efforts and came to our events. , T Saturday - Thank yoa! |