Joel Silverstein Com 453 Spring 2014 ASU – Lake Havasu The Tiger Woods Foundation When Values and Behavior Collide (a 2009 case study) Joel Silverstein Com 453 Spring 2014 ASU – Lake Havasu

We will discuss: Who is Tiger Woods The Tiger Woods Foundation The Case Fund Raising Challenges Remediation Suggestions Discussion Questions Wrap up 2

Who is Tiger Woods ? Celebrated Professional Golfer 95 Tournament victories 71 PGA Tour Victories Most successful in game history Went Pro 1996 Highest paid – over $1 Billion Prizes and Paid Endorsements (reddit.com) 3

Who is Tiger Woods ? Endorsements Admired Dedicated Professional Nike Accenture TAG Heuer General Mills American Express Titelist Buick Gillette Admired Dedicated Professional Role Model for Children (tagheuer.com) 4

Who is Tiger Woods ? cont. Co-Founder – Tiger Woods Foundation 501(c)(3) nonprofit organization “helping children develop character and explore potential careers” (getty.com) (Tiger Woods Foundation) 5

Tiger Woods Foundation Founded 1996 Philanthropic organization Partners with corporations Development programs Educational & Character (tigerwoodsfoundation.org) Tiger Woods, Figurehead Earl Woods, Co-Founder – (deceased) Kutilda Woods, Bd-Director, Mother Greg McLaughlin, President & CEO Employs 25 people 6

Tiger Woods Foundation Grants and Scholarships $2,500-$25,000 maintains over 100 grant programs Earl Woods Scholarship College and Internships Tiger Woods Learning Center 35,000 foot facility - after school programs emphasize career & college prep has reached 100,000 kids 7

Tiger Woods Foundation TW Junior Golf Team International Tournament < 18 y/o Tiger’s Action Plan Ages 8-17 programs that address character, education, community service (tigerwoodsfoundation.org) 8

Fund Raising Efforts AT & T National Chevron World Challenge PGA Tour Pro’s Compete for big purse Chevron World Challenge PGA Tour Event Block Party Annual Celebration of Community Fund Raising Event Tiger Jam Annual Benefit Concert to Raise Money Las Vegas – Big Name Entertainers

The ultimate citizen Commitment and Drive Success Education Wealth Community Service Admired for his character (businessinsider.com)

The Fall Within a few days surrounding Thanksgiving 2009 scandal involving Woods goes viral reaching millions of people. The prominent role model falls from grace. How will these events affect the charitable foundation that is so closely tied to Woods?

Situational Analysis Nov 25, 2009 : National Enquirer reports that Tiger is having an affair with Rachel Uchitel. Nov 27, 2009: Tiger crashed his SUV, causing $3,200 in property damage. Report that wife smashed car windows with a golf club.

Situational Analysis Over a dozen women claimed to have affairs with Tiger December 11, 2009: Tiger confessed to being unfaithful to his wife of five years, Elin Nordegren Announces his intention to take an indefinite break from Pro Golf.

Tiger’s Press Release “Personal sins should not require press releases and problems within a family shouldn’t have to mean public confessions.” ----Tiger Woods Dec 12, 2009

Arrogance and Entitlement Privacy

Immediate Fallout Some sponsors drop both Tiger and the Foundation Accenture - “no longer the right representative for our advertising” AT&T – opted to not renew contract after 2014 Sponsors Shareholder wealth decreased $5-$12 Billion (technical correction and good place to blame) Other contributors just faded away...

Contributions Drop Small corporations and individual givers hold back.

Economy Effect on Giving National Philanthropic Trust

First Interview – ESPN 2012 http://www.youtube.com/watch?feature=player_detailpage&v=9dVKeroozS0

Should the foundation make any statements regarding the scandal ? Discussion Questions 1 How can the foundation disassociate itself with Tiger’s personal behavior, but still leverage his celebrity status ? Should the foundation make any statements regarding the scandal ? What could the foundation do to retain its sponsors? 20

Should the foundation disassociate itself entirely from Tiger? Discussion Questions 2 How will the scandal affect public interest in the Foundation’s services? Should the foundation disassociate itself entirely from Tiger? Could tiger improve his reputation by increasing his personal involvement in the Foundation? 21

new corporate sponsors Tigers Woods Foundation Epilogue 2013 Tiger Woods making more money new 130 foot mega yacht new corporate sponsors TAG gone – Rolex In Accenture gone - Fuse In Nike – expands TW Product Line Tigers Woods Foundation bringing in more funding added $32 million new foundation partners Northwestern Mutual Life Booze Allen Hamilton Deutsche Bank Rolex Lockeed Martin

Summary Who is Tiger Woods The Tiger Woods Foundation The Case Fund Raising Challenges Discussion Questions Remediation Suggestions Epilogue 23

References and Sources ESPN www.espn.com Internal Revenue Service www.irs.gov National Enquirer www.nationalenquirer.com National Philanthropic Trust www.nptrust.org Newsweek www.newsweek.com The Tiger Woods Foundation www.tigerwoodsfoundation.org Tiger Woods www.tigerwoods.com 24