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Giving back to community makes good business sense

Written by: David Cohen

Article Overview: I went one on one with Toronto Argonaut President Keith Pelley to talk about their involvement with the youth initiative called, Stop the Violence. Toronto has has a very bumpy year as far as youth crime and violence is concerned and the Argo's are a shining example of how business can help build stronger communities...

Giving back to community makes good business sense

Giving back to community makes good business sense:

By: David Cohen
Host of the Small Business Big Ideas Show
On 107.7 FM and 1350 CKDO
Sunday mornings at 9 am
www.smallbusinessbigideas.com


Personally I am really impressed with what the Toronto Argonauts are committing to around this hot Issue. To a man, the Toronto Argonaut Football team is speaking to youth, making media appearances, hosting events and getting involved with the city’s youth to help stop the tide of violence and promote love and self-esteem.

As of this writing Mike “Pinball” Clemons has been appointed by the Provincial Government to be the spokesperson on youth violence…Keith Pelley the Argo’s President has also made media appearances to speak out against this issue and I think you will enjoy my chat with Keith.

1) What was the thinking from the Toronto Argonaut Football Club to become involved in the Stop the Violence Campaign? This goes above and beyond "Cause" marketing...from the outside it's a much deeper issue for your team and people involved with the Argo's isn't it?

The Argonauts have been part of the Toronto community for more than 130 years. When you live somewhere that long you become a part of the culture, which means that you have a chance to help mould the community. We want to do our part through civic leadership. We think of ourselves as Toronto’s community team and The Argos Foundation - Stop the Violence is how we’re taking action to help keep this city safe for everyone. We can’t do it alone, however, and that’s why we’ve called on every citizen to be part of Stop the Violence.

Everyone from our players, to our coaching staff, to our front office have embraced this cause. Many of our players grew up in big cities rife with violence. All-star linebacker Michael Fletcher, who grew up in Compton, California and still has family there, moved to Toronto and thought that he’d escaped the violence. He’s become one of our greatest spokespeople for Stop the Violence because he doesn’t want Toronto to turn into Compton.

2) Is it in the Toronto Argonauts mandate to play an active role in the community and to be good corporate citizen by giving back to the community?

We appeal to our fans because we have the most approachable and down-to-earth athletes in professional sports. We have players who are people first and understand their role within the community they live. Mounted on the walls in our front office, and in our football operations offices is the organization’s mission statement. That statement reads: “To be is to do”.

3) Where does this mandate originate from then...is it the owners or is it Keith Pelley or is the whole team behind the social programs you get involved in?

It started as our business model and grew into something much bigger. I looked at every part of the organization when I first came on board and I realized that the approachability of our players is our biggest asset. That transformed into our first marketing campaign called: See You on the Field. The idea is that following every home game we let the fans onto the turf and our players come out of the dressing room to meet the fans and sign autographs. Everyone, including the owners and the team realize that we had something special. The team touched our fans in a way that no other pro-sports team does. We were influencing people in a positive way and found that we could take that positive influence from the football field and bring it to the community. Now we have the Argos Foundation with buy-in from everyone in the organization.

4) How do you get the team then to become involved in these issues of social justice Keith?

It starts from the top down. We have committed, local ownership and a head coach who might be the most compassionate man I’ve ever met. Many of our players live and raise their families in Toronto and have a keen interest in the well being of the city. The new players like OL Jerome Davis who lives in Detroit, comes to Toronto twice a month because he’s fallen in love with the city and wants to be part of making it better. We expect our players to make appearances and know our fans but they choose to become involved.

5) I am sure they (the players) have other things on their mind...yet...today for example Mike "Pinball" Clemons is spearheading a government program that helps youth at risk...this is big news and once again shows total buy-in from your whole organization to make Toronto a better place...what are your comments then on this too Keith?

We support Michael and are flattered that the Ontario Government thought of him first when searching for a Youth Challenge Fund Board Chair. His appointment by the Premier reinforces that Stop the Violence has been recognized by the province to be among the most important community initiatives in Ontario.

Michael is an incredible individual. His leadership in the locker room resonates with our players helping them to become better people as well. Because of that leadership our players don’t think twice about becoming involved with this kind of initiative.

6) In choosing to be a community and business partner in the "Stop the violence" campaign you did two things...one is chose a hot and powerful issue and two...you are the only professional sports team to get behind this program...it's a gutsy move...what would you like to see have happen by making such a move?

We saw it as a chance to give back to the community and unite citizens in a common cause. This is an issue that affects all of us, that’s why the solution involves us all. The goals of Stop the Violence are simple: to unify a shaken city, to respond to the violence with constructive actions and to strengthen the city’s resolve. Like the Argos, corporate Canada also has a responsibility to help the community and that’s why they were so eager to partner with us for this initiative.

7) What have you learned from being involved in the Stop the Violence Campaign so far Keith?

I’ve learned how deep this issue goes, violence is result but we needed to find out what causes it. Through groups like the Violence Intervention Program (VIP), Leave Out the Violence (LOVE), the Ontario Gang Investigators Association (ONGIA) and Project Peace, all funded by The Argos Foundation - Stop the Violence, we’ve been able to learn a lot about what causes youth to resort to violence and crime. These groups work hard to take youth away from potentially destructive situations and help lead them on a path to becoming a responsible citizen.

8) What's been the biggest surprise to you so far with respect to your involvement?

Discovering the huge number of community groups that already exist and are under funded. After we hosted the symposium (where we invited members of the community to attend and generate ideas to direct funds raised by Stop the Violence), we were surprised to find that although many groups shared a common goal, they’d never pooled their resources and worked together. They lacked leadership, which is part of what the Argos Foundation brings to Toronto.

9) You have made media appearances talking about the issue of guns and violence among youth in this city...it's taken up some of your valuable time and attention...If you were asked to do it again...would you?

Absolutely. There is not a more important issue in our city right now. We’ve already raised and donated $100,000 in funding and we’ve committed to raising $500,000 this year alone, but it’s still not enough. We still have so far to go in terms of keeping our city safe.

10) Keith, since you've been so good about this interview...tell us what new signings have happened and what the readers can expect from the team on the field this coming season?

Toronto was announced as the host city for the 2007 Grey Cup and we’ve nailed down a fan-friendly schedule with all of our home games on Friday nights, Saturdays and holidays.

On the player side, we’ve signed and extended most of our all-stars including: LB Michael Fletcher and OL Jude St. John. We’ve also found a backup quarterback for Damon Allen in 2001 Heisman Trophy winner Eric Crouch. We’ve extended Michael Clemons’ contract to see us through 2007 and kept most of his coaching staff in tact too.

11) Where do we get our season's tickets?

That’s an easy one; season tickets can be purchased by calling 416-341-ARGO (2746) or by visiting www.argonauts.ca

KEITH PELLEY: BIO



Pelley joined the Argonauts after an illustrious career in broadcasting that spanned over two decades. Most recently, he was President of TSN, where Pelley was responsible for the development of staff and talent as well as the network's day-to-day operations including programming, production and marketing. Keith was the main contact for key stakeholders, business partners, rights holders and major sports leagues.

Pelley’s television career has many highlights. Some of his favourites include being the first Canadian to produce NFL football when he joined the Fox Sports Network in 1995, producing NHL hockey, Major League Baseball and the World League of American Football and working for ESPN and Disney.

Keith is on the Executive and is the Chair of the Broadcast and Marketing Committee for the Canadian Football League. He also dedicates much of his time to charitable work, particularly the Special Olympics. Pelley is a Board Member and is Vice-Chair of the Sport Celebrity Festival in support of Special Olympics and is a Board Member of the Canadian Sports Hall of Fame.

Keith Pelley lives in Toronto with his wife Joan and son Jason. He has a Bachelor of Arts from Ryerson Polytechnic University in Radio and Television Arts, and a Teachers' Degree in Speech and Drama from Trinity College of London.

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