Charles Schwab unveils a charitable program as way to engage with fans at Colonial
Charles Schwab is finding ways to engage with fans virtually at this year’s Colonial. And it’s all for a good cause.
Colonial’s title sponsor announced plans for a new charitable platform, “Rise to the Challenge,” on Monday morning that will benefit local and national charities in COVID-19 relief efforts.
Fans will have the opportunity to donate to the efforts and enter a raffle with a number of desirable prizes. Among the most notable is VIP access to the 2021 Presidents Cup at Quail Hollow Country Club in Charlotte and a 2019 Presidents Cup pin flag signed by captains Tiger Woods and Ernie Els.
Another big-ticket item is inside-the-ropes access at the 2021 PGA Championship alongside Suzy Whaley, president of the PGA of America. Also available are a round of golf at Bandon Dunes in Southern Oregon with course architect David Kidd; a round of golf at Sweetens Cove Golf Club outside of Chattanooga, Tennessee with architect Rob Collins; and a round of golf at Colonial with a PGA Tour pro.
The list goes on with memorabilia donated by every player in the 2020 Charles Schwab Challenge, which features the top five-ranked players in the world, and even a custom wedge fitting with Bob Vokey at the Titleist Performance Institute in Carlsbad, California.
“This is a way to connect fans with the tournament, but also play a role in helping raise some money for local and national charities that have been affected directly or indirectly by what’s happening with COVID-19,” said Mason Reed, Charles Schwab’s senior vice president of corporate marketing.
“This raffle started out as a simple request to the players to give things they normally give during the tournament such as signed balls and hats and gloves. It has expanded a little bit because the players, as well as others within the golf circle, have been even more generous with giving prizes. We’ll have hundreds of prizes and raffle them off in real time throughout the tournament.”
For Charles Schwab, this is the best way to reach fans during an unprecedented time. Part of the draw to becoming the title sponsor of Colonial is the fan-friendly environment and ability to engage with fans and clients directly.
The financial services company rolled out a number of initiatives during its inaugural year in 2019 such as giving the winner a restored 1973 Dodge Challenger that sat adjacent to the 18th green all week and encouraging fans to dress in 1970s attire on “Throwback Thursday.”
This year’s raffle doesn’t replace that in-person experience but it’s the best alternative and a way to give back to the community. Charles Schwab recently opened a campus in Westlake that houses 6,000 employees.
Proceeds from the raffle will benefit the 33 local charities the Colonial traditionally helps through the Birdies for Charity, as well as the PGA Tour’s COVID-19 relief efforts.
The raffle will begin June 8 and fans interested can register at www.schwabgolf.com.
Tournament rounds at the Colonial are June 11-14.
