Bank of America 2004 Annual Report Download - page 27

vitality, and five exemplary Student Leaders. The Local
Heroes were each granted $5,000 for an eligible
nonprofit of their choice. Student Leaders will receive
paid summer internships with local nonprofits and
mentoring from Bank of America leaders.
It’s an example of how we leverage our resources
to benefit a broad range of stakeholders, increasing
neighborhood impact while clearly communicating the
values that make Bank of America the strong brand it is.
Going forward, we will expand Neighborhood Excellence
to new markets and continue to make charitable invest-
ments in community institutions that focus on a broad
range of health, education and cultural objectives.
In addition to philanthropy, Bank of America
brings an integrated program of community investments
to the people and places we serve.
In 2004 we became the first company ever to be
designated the Official Bank of Baseball. This unique
relationship includes agreements with Major League,
Minor League and Little League Baseball, connecting
the bank with the nation’s passion for this all-American
sport and expressing our shared belief in individual
performance, teamwork and higher standards. Our part-
nership with baseball gives us a deep connection with
each of our local markets, from the big league ballparks
to the sandlots where kids first learn the game.
Bank of America already sponsors nine Major
League Baseball clubs and 11 Minor League teams. Our
agreement with Minor League Baseball includes a “Bank
of America Day” to be held simultaneously in about
80 stadiums where we have a market presence. Our
sponsorship of Little League Baseball—the largest youth
sports organization in the world, with 2.7 million
participants—includes on-site presence at state and
regional tournaments, the Little League World Series
and other promotional programs.
Consistent with our company’s values and the
role we have played in our nation’s history, we launched
Democracy Plaza at Rockefeller Center in New York City
in the days leading up to the 2004 national election.
Focusing on the traditions of citizenship, democracy and
the electoral process, the exhibit served as the backdrop
for Election Day broadcasting on the NBC network,
providing public awareness of our support for the
communities, infrastructure, traditions and industries
that keep America strong.
Illustrating the broad scope of our ongoing
support for community access to cultural institutions, we
launched our seventh season of Museums On Us!® in the
Northeast, offering Bank of America customers free
admission to 51 of the finest museums and cultural
venues in that region. Our customers can visit participat-
ing institutions simply by showing their ATM, debit or
credit card. Museums On Us! has attracted more
than 250,000 people to the finest museums and cultural
institutions over the last seven years. Our $12 million
investment strengthens the educational programming
of participating museums and helps expose families to
new forms of art and culture.
As a leader in the business of Community
“We have an ambitious goal:
to be the bank of choice in all of our neighborhoods.
Our capabilities, resources and commitment
are unmatched and enable us to strengthen and build
America’s cities and communities.”
CATHERINE P. BESSANT,
GLOBAL MARKETING EXECUTIVE
26 BANK OF AMERICA 2004