RIVERSIDE, Calif. — Altura Credit Union has found a fun way to help area schools while showing school spirit.
The credit union has launched a new donation program that ties school donations to homecoming football games. According to Altura Vice President of Marketing Donna Michalka, with the excitement generated by homecoming games that usually draw larger than average crowds it was a natural forum for the credit union.
Here is how it works. Altura sponsors the homecoming game for $500 and then adds $100 for each quarter that the home team is ahead, with an additional $100 if the home team wins the game.
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As part of the donation, Altura hits the field before the game to explain the donation and hold up a giant blank check. At games, the announcers not only kept track of the score, but of Altura's growing donation as well. At the end of the game the credit union presents the filled-in check.
With a $500 minimum and $1,000 maximum donation the schools decide how to use the money.
So far nine high schools and one community college have received a total of $8,200. Michalka says staffers have a great time attending the games, cheering the teams on and presenting donation checks. In addition to helping the schools, the homecoming game donations give Altura a unique marketing opportunity to one of its core audiences–the schools.
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