Southwest Airlines Takes Fundraising to New Heights with Bonfyre

Background

For more than 30 years, Southwest Airlines has supported The Ronald McDonald House Charities, raising over $15 million across 87 chapters around the United States. In 2016, they held their 31^st annual LUV Classic Charity Golf Tournament, bringing together 130+ aviation professionals—Southwest employees and other vendors—for three days of fun, friendship, and philanthropy.

Goal

Southwest wanted to create a way for attendees to easily chat and build camaraderie with one another, but the large event space and natural structure of golf tournaments presented challenges. Since many attendees would be scattered about the golf course, there would be few opportunities for them to interact face-to-face. Southwest recognized the need for a digital environment that could bring golfers together, keep their spirits high, and motivate them to raise money for The Ronald McDonald House Charities.

Strategy

Partner with Bonfyre to create a forum where all golfers can feel connected no matter where they are on the green. Use Bonfyre’s features to foster networking and camaraderie between participants, as well as drive friendly competition from one end of the course to the other. Direct the focus of the event with a content distribution plan and agenda tool hosted within the app.

Results

Bonfyre was a hit with the event attendees, who were eager to use the photo and chat functions to keep in touch over the three-day period. Altogether participants shared more than 500 pieces of content, creating a 360-degree view of the event.

• 137 attendees joined Bonfyre
• 57% participation by posting chat, photo, and video content
• Attendees opened Bonfyre 3,900 times (28 opens/person)
• 443 likes in the chat feed