Pass it Forward 2010 Reviewed

This year I've had the great honour of sitting on the board of directors of Pass It Forward, a charitable organization that helps kids who cannot afford hockey equipment the chance to take part in Canada's national past time. Pass It Forward, along with Perth's Drycleaners, collects used hockey equipment and gives it to kids who want to play the game, but whose parents can't afford the high price of hockey equipment. Hockey Manitoba, the sport's governing body in the province, takes the equipment and hands it out to participants in their youth hockey programs.

Pass it Forward was started last year by Kalen Qually, a Red River College Creative Communications student. Originally it began as his Independent Professional Project, but after the success the program enjoyed in its first year, he decided to continue forward this year.

Participating in the organization of the equipment drive has made me appreciate how much the implementation of the four principles of persuasion has made the program a success. The action, identification, familiar and trust, and clarity principles have all been put to good use.

For the action principle, the program's partnership with Perth's makes it easy to donate equipment. Perth's has 21 locations around Winnipeg, so it was very convenient for donations to be dropped off by people from all over the city.

As far as the identification principle goes, Pass it Forward answered the question, "What's in it for me?" by having a draw for autographed Jonathan Toews and Mike Richards Team Canada jersies. The winners were announced live on program partner Curve 94.3's morning show.

This also applied to the principle of familiarity and trust. Jonathan Toews and Mike Richards are both well known, local hockey stars and they both have a lot of name power in Winnipeg. Working with Perth's, Curve, and Hockey Manitoba has also helped to bring recognition to the program and boost donations.

Finally, the clarity principle was achieved through Pass it Forward's partnership with Curve. In the leadup to and during the equipment drive, Curve aired PSAs and frequently mentioned the program, it's goals, and how people could get involved. This helped get Pass it Forward's message out to a large audience in a clear and concise manner.

Pass it Forward 2010 was a huge success on many fronts. The most important being that thanks to the donations of Winnipeggers, lots of kids who may not of had the chance to play hockey now have been given that opportunity.