The Aspen Institute & Daniels Fund
Supporting Our State of Play Through Youth Sports Giving Day
Challenge
Youth sports provide essential physical, social, and emotional benefits, yet participation is declining—especially among low-income families and communities of color. Cost remains the biggest barrier. Colorado Youth Sports Giving Day (CYSGD) was created to make sports accessible for all kids by raising funds and awareness. Our team was tasked with branding, launching, and driving engagement for this inaugural campaign, mobilizing nonprofits and encouraging statewide giving.
Approach
To build momentum and ensure maximum reach, we developed a strategic, multi-channel approach that combined branding, media relations, and digital engagement. Key elements included:
- Branding & Guidelines – Designed a recognizable identity with clear brand guidelines to ensure consistency across all partner communications.
- Content & Collateral – Developed engaging toolkits, social media graphics, flyers, and website assets tailored for nonprofit partners and sponsors.
- Messaging Platform – Crafted a compelling narrative supported by statistics, storytelling, and clear calls to action, emphasizing the importance of youth sports.
- Media Relations – Implemented a three-phase PR strategy:
- Launch Event at Ball Arena featuring elected officials, Colorado pro sports teams, and young athletes.
- Sustained Media Outreach throughout the campaign, securing widespread coverage on the importance of youth sports access and equity.
- Post-Campaign Wrap-Up sharing impact results and donor recognition.
- Social Media Strategy – Created a content calendar and digital assets for partners, ensuring broad online visibility and engagement.
Results
CYSGD’s success established a strong foundation for future giving days, ensuring more kids have the opportunity to experience the lifelong benefits of sports.
$3.7M
Raised to expand youth sports access statewide.
3,700+
Donations supporting youth sports nonprofits.
175+
Nonprofits participated in the inaugural campaign.
$1.5M
In matching funds secured, amplifying donor contributions.
65+
Media placements reaching nearly 24M people, raising awareness about the issue.
200+
Instagram posts.
7M+
X impressions, driving social media engagement.
Participation from all Colorado pro sports teams, leveraging their influence to amplify the message.
Video endorsement from Gov. Polis, adding credibility and visibility.
Published op-ed in The Denver Post, reinforcing the campaign’s long-term impact.
