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When and how did the
Children's Art Project begin?
In 1973, a hospital volunteer saw artwork created by a young cancer patient
at MD Anderson and commented, "Why, that's pretty enough to be a Christmas
card." That comment germinated into a wonderful idea, finally culminating into
the $6 million dollar business that is today's Children's Art Project.
Originally called the Children's Christmas Card Project, the project has
gradually grown into a year round business with cards and products for every
season — resulting in a name change in 1995: the Children's Art Project. To
date, $27 million has been returned to fund patient programs at MD Anderson.
What is the purpose
of the Children's Art Project? &
how much money
goes back to help young cancer patients?
The Children's Art Project at MD Anderson funds more than $1.25 million
annually for patient programs at the institution. The project operates as a
business, not as a fundraiser, and any products and services received are paid
for as any business would. However, all profit from the product sales is given
to fund programs designed to benefit the educational, emotional and recreational
needs of patients. In fact, the mission of the Children's Art Project is to
generate revenue to enhance patient services and patient-centered research
through products created with children's art.
How
does the artwork used by the Children's Art Project originate?
The process from a child's simple drawing to a marketable product is a long
journey. The first interesting thing about this process is that the very art
classes where the artwork is created are funded by proceeds from the Children's
Art Project as a part of the education program in the hospital. Art classes are
held weekly and are coordinated by a paid volunteer coordinator and several art
volunteers. The children are instructed in a wide variety of art mediums and
employ everything from watercolors to colored markers and pencils to collage
techniques. Children are encouraged and their talent and natural imaginations
are nurtured by the volunteers, many of whom are artists in their own right or
former art teachers. The classes are not considered art therapy, although the
time spent creating is often a few moments when a child can focus on something
other than the realities of cancer. Children who are unable to attend the formal
classes are taught at bedside, and Saturday drawing parties are also held to
develop technique and skills.
How is a piece of child's artwork chosen to become a product for the Children's
Art Project?
Each child has a folder in the CAP file cabinet on the pediatric
floor where classes are held. Once a child completes a piece — often this may
encompass several weeks — the art is transferred from the file folder to the
offices of the Children's Art Project. There, it is filed by category, and is
kept active for many years. After the holiday season, the volunteer coordinator
selects art that may be used. The project works 14 to 18 months ahead of the
calendar; i.e., in March of the previous year, artwork for the holiday collection for
following year is chosen. Each year at the project's volunteer appreciation events, volunteers
attending are given the opportunity to pick their favorites, which gives these
project volunteers a real sense of involvement. Votes are tallied giving the
basis for the art selection. After surveying this art, the project's design
selection team adds designs to round out the collection. Because the art
inventory is extensive, it is possible to go back and pull out a design that has
been waiting for several years for its chance in the market.
Once the basic art collection is complete, the
first round of production begins. Drafts of cards are created to the correct
size, and any enhancement/clean-up work is done to make the design production
ready. Each card is prepared with two message options and "families" of products
are developed. The cards are then test-marketed at local retail establishments,
through local businesses and corporations, through focus groups, via the
internet and at MD Anderson. Houston direct mail customers are invited to a
focus group to give their opinions and customer opinions are solicited by
e-mail. When all the votes are counted, the design selection team uses this
information to make final decisions on the artwork collection.
How are the gift products
decided upon?
The development of gift items is based on this same design voting.
Suggestions made by volunteers and staff are considered, trends in the market
are observed and competitors are studied. The production manager also attends
gift markets and reads trade journals, and the Children's Art Project conducts
consumer market research, utilizing test marketing and focus groups to help
determine product selection. In the end, the bottom line for product development
is "what do the customers want — and what is feasible to create?"
Where are Children's Art
Project products sold?
CAP cards and
other products are
sold in more than 2,000 retail outlets
throughout Texas,
Louisiana, and Florida
with some
locations in New Mexico, Oklahoma, Arkansas, and a few other states. Grocery stores, including
Albertsons,
H-E-B,
Kroger, Belden's, Brookshire Brothers, Central Market, Fiesta Mart, Gerland's
Food Fair, Lewis Food Town, Market Basket, Rice Epicurean Markets, United
Supermarkets, Village Foods, Randalls, Tom Thumb, and
Publix
supermarkets,
display fixtures stocked with
CAP products.
Other types of retailers, including
Berings,
Dessert Gallery Bakery and Cafe, Stage Stores, CVS/pharmacy-Texas, Palais Royal, Bealls and Mister Car Wash,
also have
our fixtures.
To locate a CAP
retailer near you, please refer to the Retail Locations page of this Web site
and enter your zip code.
The fixtures are monitored
by
our Adopt-A-Store volunteers,
who
make
sure that they
are out,
look tidy and
are stocked with products.
To become an
Adopt-A-Store volunteer, please see the Ways to Help page of this Web site.
All the
retailers who carry the Children's Art Project cards and products make no
profit. Their store space is donated
as a community service.
Refer to the Retail page for a current list of retailers this season.
In addition to retail outlets, the Children's Art
Project attends off-site shows all over Texas and in Louisiana.
Here, too, volunteers are an important aspect of the success. Those who work the
shows set up, sell and take down and pack the products to go back. The project
also holds an increasing number of "trunk show" events — displays and sales in
private homes to introduce a community to MD Anderson and the Children's Art
Project.
In the project's own backyard, products are sold
in all MD Anderson gift shops and through special employee task force sales —
all staffed by volunteers. Consignees such as church groups, banks, gift shops
and individuals also take an assortment of inventory to sell and return all
monies to the project.
A large percentage of sales is done by direct mail — the Children's Art Project
mails approximately 900,000 catalogs and other mailing pieces during the course
of a year and ships more than 16,000 packages a year. The direct mail portion of
sales is supported by a database of about 85,000 individuals and corporations,
some of whom have been customers for more than 20 years. Under the direct mail
umbrella is the imprinting of cards with individual and business names.
In the fall of 1998, the Children's Art Project launched an online store.
Internet orders are handled similarly to direct mail orders. In September 2000,
an updated website for the Children's Art Project was launched to help CAP
achieve its goal of reaching and servicing an expanded customer audience.
The Children's Art Project opened its first full
retail establishment in the fall of 2000. In space generously donated by AmReit
at the Uptown
Park Shopping Center, the art project sells its full line of products and
inventory. The store, called the Children's Art Project Boutique, opens its
doors from 10:00 a.m. to 6:00 p.m. Monday through Saturday. The Boutique is located
just north of Champps Restaurant in Uptown Park.
Are
there any other revenue sources for the Children's Art Project?
For several years, the Children's Art Project has developed "Print
Partners." These are partnerships with large companies, which underwrite the
cost of printing one card design. Their logos are printed, along with the
Children's Art Project and the Children's Cancer Hospital at
MD Anderson logos, on the back of each card they
sponsor. Other underwriting opportunities include such vehicles as fixture and
event sponsorships.
Since 1996, DialAmerica has donated over $7 million to the Children's Art
Project through the contribution of 12.5% of the subscription price of
the magazines they sell. Each week, DialAmerica makes approximately 40,000 phone
calls benefiting the project. In addition to the monetary donation given by
DialAmerica, these calls have led to new volunteers for the project, licensing
possibilities, underwriting opportunities and even retail support.
How can
someone volunteer to help?
The Children's Art Project has an active volunteer program. In fact,
approximately 90% of the work done through the project is accomplished by
volunteers. To get involved, you may call the Children's Art Project directly to
learn about volunteer placements, 713-745-2575. You might also wish to call the
Volunteer Services Department at MD Anderson, 713-792-7180, and sign up to
attend the volunteer orientation. The orientation provides information regarding
the variety of volunteer opportunities available at the institution, of which
the Children's Art Project is one.
Click
here to link to the Volunteer Page!
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