One Million MORE Girls
The 6th Annual Awards
- Best Engagement for Good
ABOUT THIS ENTRY
The original Girls Golf site founded by LPGA Professional, Sandy LaBauve launched in 1989 with 30 girls in Phoenix has now grown to over 600 sites in 17 countries. In 2023, LPGA*USGA Girls Golf celebrated the milestone of reaching 1,000,000 girls, ages 6-17, through their youth development programs since its inception. To mark the occasion, the LPGA Foundation launched its most ambitious fundraising campaign, One Million MORE Girls, committing to generating $13 million over the next seven years to reach the next million girls. Efforts are focused on three areas: expanding golf access and opportunity, enhancing program experience and increasing grant and scholarship support.
How does this represent “Excellence in Engagement”?
* The LPGA Foundation engages audiences through our programs by getting more women and girls to play golf. * Thanks to programs like the LPGAUSGA Girls Golf, golf has never had higher female representation than today. Golf diversification is on the rise according to the latest 2024 NGF Report which states that women/girls represent almost 60% of net golfer growth since 2019 and nearly 40% of rounds growth since 2019. * According to the 2024 NGF report, females accounted for 26% of on-course participants – the highest proportion on record. * Girls under 18 are currently the fastest-growing segment of the golfing population. In 1986, girls made up only 14% of all junior golfers, but today, they represent 38% of junior golfers. * Also, 20 years ago, one in 17 female junior golfers were non-Caucasian, but today, thanks to programs like Girls Golf, 28% of the junior participants are girls of color. * Girls Golf sites now engage with 100,000 participants annually.
Objective
The goal of the LPGAUSGA Girls Golf One Million MORE campaign is to raise $13 million over the next seven years to engage the next 1,000,000 girls by 2030. The campaign aims to bring awareness to the life benefits golf provides to girls and young women by granting access to the sport by removing financial barriers. This campaign is for EVERY girl, regardless of race, financial status, or geography, who deserves the chance to fall in love with the game and reach her full potential. Golf is a powerful tool for youth development and this campaign assists in providing much needed resources to Change The Face of Golf. One Million MORE Girls is our statement to the industry, our partners, philanthropists, fans, and most importantly, to the girls we are committed to improving their futures, on and off the golf course.
Strategy & Execution
The LPGA Foundation is committed to Changing The Face of Golf by making participation more accessible, inclusive, and welcoming to all. We held fundraising events throughout the year to help us reach our campaign’s financial goals. By partnering with the Pebble Beach Foundation at the All In At The Hay event, we united the golf industry with more than 12 Fortune 100 companies/CEOs and celebrities to increase the reach for this campaign, delivering significant contributions for the campaign. The campaign continues to raise awareness for Girls Golf through an integrated plan combining tournament events, impactful storytelling, public relations and ongoing social media promotion. Storytelling is focused on spotlighting women and girls whose lives have been transformed through golf. Content was created for all LPGA platforms, while also generating external coverage and earned media touting the impact of Girls Golf. The campaign was designed to visually stand out and be eye-catching. Vibrant colors and backgrounds are used featuring silhouettes of girls from all ethnic backgrounds to represent current Girls Golf participants - 42% of whom identify as girls of color. The vision is to continue to diversify the game reaching underserved communities, and trends within the golf industry.
Organizations
- LPGA
- USGA
- Chevron
- Pebble Beach Foundation
- Masters Tournament Foundation
Links
Credits
Mollie Marcoux Samaan
LPGA Commissioner
LPGA
Nancy Henderson
LPGA Foundation President
LPGA Foundation
Preston Shytle
Director, Philanthropy
LPGA Foundation
Sandi Higgs
SVP, Creative
LPGA
Ninoska Zucconi
Director, Integrated Communications
LPGA
Stephanie Peareth
Director of Operations
LPGA Foundation/Girls Golf
Laura Diaz
Senior Director, Community & Inclusion
LPGA
Fernando Carrasquillo
Manager, LPGA Foundation Programs
LPGA Foundation
Catherine Brabazon
Programs & Member Specialist
LPGA Foundation
Sara Detlefsen
Senior Coordinator, LPGA Foundation Programs
LPGA Foundation
Phillip Poupore
Manager, Integrated Communications
LPGA
Ren Sawyer
Graphic Designer
LPGA
Stephanie Juster
Graphic Design
LPGA
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
