Spark Good Local Grant Communications Toolkit
Note: The following guidance only applies to organizations who have received a Spark Good Local Grant from Walmart or Sam’s Club. If you have not received a local grant in the past year, you should not use this toolkit.
Overview
Congratulations on receiving a Spark Good Local Grant! Before communicating about your grant, please review the following:
- Review brand usage guidelines and confirm you are following this guidance.
- Only use Walmart/Sam’s Club brands or names when referring to the specific initiative the grant supported. You should not use company logos or names for your organization’s other events or initiatives.
- In accordance with the terms agreed upon at grant submission, Walmart and Sam’s Club reserve the right to review any materials where company name or logos are used. If a review is needed, a Walmart or Sam’s Club contact will get in touch.
- Consider making an announcement. In some cases, you might hear from a Walmart or Sam’s Club contact about participating in a joint grant announcement. Regardless, we encourage you to consider several ways you can share the news about your Spark Good Local Grant. We have provided some ideas and tips to get you started.
Brand Usage Guidelines for Walmart, Sam’s Club or Walmart Foundation-Funded Sponsorships, Grants, Memberships or Investments
Guidance as of March 2025
Any organization that has received funding from Walmart, Sam’s Club or the Walmart Foundation for grants, sponsorships, or memberships should follow these guidelines when recognizing our support.
Walmart & Sam’s Club Brand Goals
Our brand is positive, focused on impact and connected to our purpose to help people live better. As a global retailer who reaches millions of customers and members, we strive for our message to resonate with many audiences.
By following these guidelines, you help maintain the integrity of Walmart and Sam’s Club's brand while effectively promoting your organization's initiatives. Thank you for your cooperation and partnership.
When using the Walmart, Walmart.org, or Sam’s Club logo or name, it’s important to remember our association should enhance Walmart and Sam’s Club’s credibility and foster positive public sentiment around Walmart and Sam’s Club, our products, and service to our communities.
Do:
- Adhere to the new brand standards and guidelines found at brandcenter.walmart.com or brand.samsclub.com
- Follow guidelines provided if you have a legal agreement or an additional review process outlined in grant agreements or conversations with company contacts. In addition, contact your Walmart or Sam’s Club partner if you have any further questions about usage.
- Make sure the content appears it is owned and issued by your organization rather than Walmart or Sam’s Club.
- Use positive, uplifting language that reinforces impact and Walmart and Sam’s Club’s purpose to help people live better.
Don’ts
- Use the brand alongside organizations, topics or events where there is community/social disagreement or not widespread support across stakeholders – including misleading, political or satirical themes.
- Apply or present the brand at any events that could expose children to inappropriate content, including anything sexualized.
- Avoid any content that could be perceived as misleading or inappropriate.
- Make references to competitors or other retailers. This is only allowed when utilized in lists of sponsors or funders.
- Include Walmart proprietary assets (e.g., Rollback, Made in America, two-day delivery, or pickup today logos).
- For Walmart assets, you can find our latest logos and guidance at the brandcenter.walmart.com
- For lockup review, support or questions, please contact newbrand@walmart.com
- For Sam’s Club assets, you can find logos and guidance at brand.samsclub.com
We encourage you to consider several ways you can share the news about your Spark Good Local Grant and choose the option that best reaches your audience in your community. Below are ideas for announcements and tips for drafting your communications.
Share the news of the grant across social media platforms. Use pictures and video as much as possible to increase engagement and mention how the grant will help you make a positive impact in the community. Use the hashtag #SparkGood and tag the facility who awarded the grant (note: Walmart stores and Sam’s Clubs have Facebook pages with their street address in the page title).
Social Post Sample
We’re excited to share we received a $[XXXX] Spark Good local grant from our local [Walmart OR Sam’s Club – for Facebook, tag Walmart/Sam’s Club]. This grant will help with [describe initiative/program]. We are proud to spark good in our community! #SparkGood
Reach out to local media with an announcement about your grant. You can ask the store, club or distribution center manager for a quote for a press release. You should not include Walmart or Sam’s Club logos in your press release, as it should be clear the press release is from your organization. In some cases, a Walmart or Sam’s Club contact will reach out about making a joint grant announcement.
If you plan to use Walmart/Sam’s Club branding on any signage or materials at an event, review and confirm you are following the Brand Usage Guidelines. Walmart/Sam’s Club branding should only be used if the event was specifically funded by your grant.
At times, a Walmart/Sam’s Club manager might invite your organization to participate in a check presentation or other event recognizing the grant at their store, club or distribution center. While not required, we encourage you to participate when possible and post a photo from the event on social media.
A Few Tips to Think About
When writing communications to your target audience, here are a few simple, general tips that will help, no matter where or how you are communicating with them.
