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From the 3rd Annual Shorty Social Good Awards

Good Sports Partnership

Entered in Business-NGO


Empower Retirement is dedicated to partnering with organizations in the communities we live and work. Our objective was to increase brand awareness, work with our NFL partners, and provide a unique volunteer opportunity for our employees. With a partnership with Good Sports, the goal was to create a large impact in a short amount of days, and donate sporting good equipment to several small organizations. By combining both time and financial donations, we would create engaging opportunities for our team members and directly impact thousands of kids.

Strategy and Execution

Empower Retirement offers employees 16 hours each year that they can use during the business day to volunteer with a cause that they are passionate about. Through a company sponsored event, we were able to have almost 80 employees volunteer in three major sites. Coordinating three different events through one partnership helped to streamline logistics and take some of the burden away to allow us to focus directly on the donation itself.

At each site, volunteers packed boxes of brand new sporting equipment to be shipped to local organizations and schools. Afterwards, they were able to connect with some of the children who would be impacted by the gift of new equipment. This key moment helped to showcase how the donation would be received. Additionally, by hosting the packing event within an NFL stadium, it increased excitement for our volunteers, and was a great setting when a few NFL Ambassadors came to interact with our volunteers.


Through the partnership with Good Sports, we were able to support 17 organizations and donated 8,723 pieces of equipment. This equated to a total donation value of $306,735 and directly impacted 81,148 kids. We exceeded anticipated donation value by $80,000. With 78 employees volunteering their day, we were able to work in three cities – Denver, Boston, and Kansas City, in late fall 2017.


Video for Good Sports Partnership

Entrant Company / Organization Name

Great-West Financial and Empower Retirement

Entry Credits