SPECIALTY LICENSE PLATES
Imagine if you could devise a system that makes it easy for millions of citizens to support their favorite charity. A system in which they voluntarily give millions of dollars each year to nonprofits they care about and to support crucial state projects through state agencies. The donation transactions are collected by the state, every day, and distributed directly to the charitable organization, every week.
This is the specialty license plate program, and it is available in 47 states.
This is the specialty license plate program, and it is available in 47 states.
The first Specialty License Plate (SLP) Program was developed for America’s bicentennial celebration in 1976, but their rise in popularity and numbers has spiked sharply in the last 15 years. In Florida, the state legislature created the Challenger specialty license plate, which 'launched' in January, 1987. Since then, Florida's specialty license plate program now has over 150 plates and has raised over $800 million for worthy causes, with over 2.1 million Florida vehicles participating in the program in 2024.
Nationwide, states are looking to capitalize on the popularity and demand for specialty and personalized plates, particularly as they also realize a significant revenue stream from additional fees that they add for the privilege of purchasing them. Every state continues to enhance and tweak their programs. Many are moving away from Legislative interference and control and establishing direct application processes for the state Department of Motor Vehicles to approve and manage.
Many organizations seek to break into their respective state programs without properly analyzing the benefits, and then never fully realize their true potential.
Charitable organizations seeking to enhance both their awareness and revenue generation, can find the perfect vehicle in the various state SLP programs and, once created, no further monetary investment is necessary, as the program becomes self-funding, self-renewing and completely self-sufficient. There are many causes that have obtained a specialty license plate and then spurred other organizations to launch their own programs in their respective states. This is mainly because there is no uniform unique/protected image that a nationwide program could protect and rely upon, unless they create or acquire the rights to a protected image and or slogan.
Nationwide, states are looking to capitalize on the popularity and demand for specialty and personalized plates, particularly as they also realize a significant revenue stream from additional fees that they add for the privilege of purchasing them. Every state continues to enhance and tweak their programs. Many are moving away from Legislative interference and control and establishing direct application processes for the state Department of Motor Vehicles to approve and manage.
Many organizations seek to break into their respective state programs without properly analyzing the benefits, and then never fully realize their true potential.
Charitable organizations seeking to enhance both their awareness and revenue generation, can find the perfect vehicle in the various state SLP programs and, once created, no further monetary investment is necessary, as the program becomes self-funding, self-renewing and completely self-sufficient. There are many causes that have obtained a specialty license plate and then spurred other organizations to launch their own programs in their respective states. This is mainly because there is no uniform unique/protected image that a nationwide program could protect and rely upon, unless they create or acquire the rights to a protected image and or slogan.
Childhood cancer is an issue which has recently acknowledged the importance, and the revenue potential, of the specialty license plate program. Currently there are three states seeking approval for license plates to help with childhood cancer. Florida Currently has legislation going through which would create a 23 new specialty plates including a specialty plate for ‘Beat Childhood Cancer.’ In Utah, A mother spearheaded a petition for a specialty license plate after her son, Christian, passed away due to childhood cancer, the #1 killer of children by disease. According to her website, 43 children are diagnosed with cancer each day, and the average age of diagnosis is just 6 years old. Childhood cancer research is vastly and consistently underfunded. “This license plate may seem insignificant to some, but to every parent who has had to hear the words, ‘your child has cancer,’ it means the world. To save our children, we need to begin by making more people aware of childhood cancer so we can get more funding, which leads to more research, which hopefully leads to cures for our kids in need.”
Illinois’ newest specialty license plate will raise money to fight pediatric cancer. Gov. J.B. Pritzker signed legislation on August 26, 2019 to create the license plate. It took effect January 1, 2020.
The measure was passed in honor of Jonny Wade, an 8-year-old who died of cancer, and other children across Illinois. Pritzker says Jonny’s story “is all too familiar for Illinois families” and he hopes the law will help save lives. The plates will fund research.
The measure was passed in honor of Jonny Wade, an 8-year-old who died of cancer, and other children across Illinois. Pritzker says Jonny’s story “is all too familiar for Illinois families” and he hopes the law will help save lives. The plates will fund research.
In New Jersey, the Conquer Cancer specialty plate sold 19,356 plates in 2018 and is the third most popular license plate, helping the fight to find a cure and express visible support to others fighting the disease. Proceeds from the plate help the New Jersey Commission on Cancer Research support cancer research projects in the state.
In Tennessee, Breast Cancer Awareness and St. Jude Children’s Research Hospital specialty plates are the fourth and fifth highest selling specialty plates.
In Tennessee, Breast Cancer Awareness and St. Jude Children’s Research Hospital specialty plates are the fourth and fifth highest selling specialty plates.
Sales of the Florida Endless Summer specialty license plate have grown 272% since 2013, now surpassing $2 million in 2019.
Funds are used for programs which include educating the general public regarding the history of surfing as a sport and as a recreational activity; providing support for lifeguards at high risk beaches to aid in the protection of the public who utilize such beaches; providing support for environmentally friendly activities; providing educational programs, including publication of articles and hosting and supporting forums and events; and for developing and supporting activities designed to assist in preserving and protecting the shoreline and the delicate ecosystems residing therein.
The Endless Summer slogan is used under license from Bruce Brown Films, LLC.
Prior to 1964, the media saw surfers as rebellious thugs, and Hollywood made them out to be a bunch of idiots. Filmmaker Bruce Brown single- handedly changed that with The Endless Summer. It portrayed the wave as a kind of Holy Grail and surfers as knights on a quest. In one stroke, he replaced Hollywood’s buffoonery with the popular mythology that endures today.
The Endless Summer was Brown’s sixth surfing film in a career that started almost accidentally and proceeded according to the guerrilla template of the times — shoot all winter, edit in the spring, run your ass off all summer showing the damn thing (including doing your own live narration) in school auditoriums and small halls, then pack up for another winter on the road and do it all over again. With The Endless Summer, Brown broke that mold.
Funds are used for programs which include educating the general public regarding the history of surfing as a sport and as a recreational activity; providing support for lifeguards at high risk beaches to aid in the protection of the public who utilize such beaches; providing support for environmentally friendly activities; providing educational programs, including publication of articles and hosting and supporting forums and events; and for developing and supporting activities designed to assist in preserving and protecting the shoreline and the delicate ecosystems residing therein.
The Endless Summer slogan is used under license from Bruce Brown Films, LLC.
Prior to 1964, the media saw surfers as rebellious thugs, and Hollywood made them out to be a bunch of idiots. Filmmaker Bruce Brown single- handedly changed that with The Endless Summer. It portrayed the wave as a kind of Holy Grail and surfers as knights on a quest. In one stroke, he replaced Hollywood’s buffoonery with the popular mythology that endures today.
The Endless Summer was Brown’s sixth surfing film in a career that started almost accidentally and proceeded according to the guerrilla template of the times — shoot all winter, edit in the spring, run your ass off all summer showing the damn thing (including doing your own live narration) in school auditoriums and small halls, then pack up for another winter on the road and do it all over again. With The Endless Summer, Brown broke that mold.
Florida Animal Friend has been helping animals in the state of Florida since 2006. In 2016, they decided to celebrate their 10-year anniversary by re-designing their plate. The overarching goal of the redesign was to attract more attention to their cause and increase plate purchases and donations. And it worked.
The Animal Friend redesign has had a significant impact on specialty license plate sales. Since its introduction in late 2016, there has been a 35% increase in revenue, from $457,425.00 to $620,900.00. Biennial Fees have also doubled from $65,200.00 in 2016 to $128,800.00. New plate sales have increased each year since the introduction of the new design, from 2,496 to 4,256.
Due to the increased number of plate sales, FAF was able to award over $547,450 in grants to 25 organizations across the state in 2018. All those donations helped reduce pet overpopulation and save lives.
Most specialty plates see a decline in sales after their 10th anniversary due to the ease at which people can get out of their specialty license plate. The state charges a $28.00 new metal plate fee to switch license plates unless the person has had the plate for 10 years (and has paid the $2.80 "advance replacement fee" during that time). The plate can then be switched out at no cost.
The Animal Friend redesign has had a significant impact on specialty license plate sales. Since its introduction in late 2016, there has been a 35% increase in revenue, from $457,425.00 to $620,900.00. Biennial Fees have also doubled from $65,200.00 in 2016 to $128,800.00. New plate sales have increased each year since the introduction of the new design, from 2,496 to 4,256.
Due to the increased number of plate sales, FAF was able to award over $547,450 in grants to 25 organizations across the state in 2018. All those donations helped reduce pet overpopulation and save lives.
Most specialty plates see a decline in sales after their 10th anniversary due to the ease at which people can get out of their specialty license plate. The state charges a $28.00 new metal plate fee to switch license plates unless the person has had the plate for 10 years (and has paid the $2.80 "advance replacement fee" during that time). The plate can then be switched out at no cost.
Benefit to participating charitable organization:
“The sales revenue is the most direct benefit to the causes and charities, but don't discount the advertising worth. Our cars travel everywhere. Probably hundreds of people a day see those tags, even if you only go to work and back. Promoting your special cause can progress from exposure to recognition to sales and support.” Linda Barry, News Journal, 08/25/2019.
- Significantly Increased awareness of cause – roving ‘billboards’ on vehicles
- Development of statewide and/or national awareness
- Reduction in operational costs
- Reduction in fundraising costs
- Recurring, self-renewing revenue source
- Certainty of future revenue source
“The sales revenue is the most direct benefit to the causes and charities, but don't discount the advertising worth. Our cars travel everywhere. Probably hundreds of people a day see those tags, even if you only go to work and back. Promoting your special cause can progress from exposure to recognition to sales and support.” Linda Barry, News Journal, 08/25/2019.
There are numerous variations of programs and a myriad of application requirements in the various states. For example, in Indiana, a plate must sell 2,000 plates over a four-year period to stay in the program. Utah has specialty license plates for groups that have at least 500 people to sign up for them. The specialty plates are $35 a year and the money goes to the individual group. Virginia requires state Legislative approval, after 1,000 have been sold. Virginia currently has more than 225 specialty license plates.
In Pennsylvania the program is dominated by colleges, universities and volunteer fire companies. In Alaska specialty plates are available for an additional $30 over the standard Division of Motor Vehicles fee.
In Nebraska, 500 supporters must sign up to create a specialty plate. In Montana, a $4,000 application fee to state government is followed by state approval. In North Carolina, the ‘Friends of the Smokies’ plate, which works to protect Great Smoky Mountains National Park, takes in more than $400,000.00 from specialty plates and they have a neighboring ‘Friends of the Smokies’ plate in Tennessee, which has now raised nearly $7 million.
In California, over $1.8 million a year is raised for Tahoe projects, and the corresponding Tahoe specialty plate in Nevada has earned over $5 million in the past 10 years for Tahoe projects on the ‘Silver State’ side of the Lake.
Both of these previous examples show how an organization can cross-market across state borders for the same great cause and the choose Life plate is an example of how a specialty plate program can be taken nationally.
In Pennsylvania the program is dominated by colleges, universities and volunteer fire companies. In Alaska specialty plates are available for an additional $30 over the standard Division of Motor Vehicles fee.
In Nebraska, 500 supporters must sign up to create a specialty plate. In Montana, a $4,000 application fee to state government is followed by state approval. In North Carolina, the ‘Friends of the Smokies’ plate, which works to protect Great Smoky Mountains National Park, takes in more than $400,000.00 from specialty plates and they have a neighboring ‘Friends of the Smokies’ plate in Tennessee, which has now raised nearly $7 million.
In California, over $1.8 million a year is raised for Tahoe projects, and the corresponding Tahoe specialty plate in Nevada has earned over $5 million in the past 10 years for Tahoe projects on the ‘Silver State’ side of the Lake.
Both of these previous examples show how an organization can cross-market across state borders for the same great cause and the choose Life plate is an example of how a specialty plate program can be taken nationally.
In California, the potential funding that can be generated from sales of a popular ‘special interest license plate’ should result in annual revenue to a nonprofit organization easily in excess of $3 million, based on existing sales of special interest plates. This, of course, is annually recurring revenue. Forever.
In California, with only 13 special interest license plates, compared to 122 specialty license plates in Florida; and the number of registered eligible motor vehicles – 34 million compared to 17 million in Florida - the California Special Interest License Plate Program is particularly impressive with respect to revenue. The 'Whale Tail" plate alone has raised over $60 million so far. The “Arts” plate raises over $3 million annually. The more recently approved ‘Legacy’ plate now has passed 800,000 plate sales and in 2018-2019 raised over $50 million for environmental programs.
There are 247 million vehicles in the United States, 92.4% of those vehicles qualify to be part of a state specialty plate program. The number of registered motor vehicle owners increased 20% from 2001 to 2010. Each state application requires differing effort and has to meet different application processes.
In California, with only 13 special interest license plates, compared to 122 specialty license plates in Florida; and the number of registered eligible motor vehicles – 34 million compared to 17 million in Florida - the California Special Interest License Plate Program is particularly impressive with respect to revenue. The 'Whale Tail" plate alone has raised over $60 million so far. The “Arts” plate raises over $3 million annually. The more recently approved ‘Legacy’ plate now has passed 800,000 plate sales and in 2018-2019 raised over $50 million for environmental programs.
There are 247 million vehicles in the United States, 92.4% of those vehicles qualify to be part of a state specialty plate program. The number of registered motor vehicle owners increased 20% from 2001 to 2010. Each state application requires differing effort and has to meet different application processes.
Special License Plates in Massachusetts cost $40 or $50 - the organization determines the fee. For $40: $12 covers the cost of manufacturing and $28 goes to the designated organization. Thereafter, the $40 renewal goes to the organization.
For $50: $16 covers the cost of manufacturing and $34 goes to the designated organization. Thereafter, the $50 renewal goes to the organization.
The Massachusetts Department of Transportation handles the application and the Registry of Motor Vehicles requires a sponsoring group to submit 750 applications, each accompanied by a $40 or $50 fee, before a special plate can go into production.
To create a specialty plate, a nonprofit group must also deliver a $100,000 bond to the RMV, which will hold the bond for five years or until 3,000 specialty plates are issued. If fewer than 3,000 plates are issued during that initial five-year span, the RMV will discontinue the plates. This statute changed in late 2015 to lower the minimum requirements to 750 for initial applications, allowing smaller charities to pursue specialty license plates.
For $50: $16 covers the cost of manufacturing and $34 goes to the designated organization. Thereafter, the $50 renewal goes to the organization.
The Massachusetts Department of Transportation handles the application and the Registry of Motor Vehicles requires a sponsoring group to submit 750 applications, each accompanied by a $40 or $50 fee, before a special plate can go into production.
To create a specialty plate, a nonprofit group must also deliver a $100,000 bond to the RMV, which will hold the bond for five years or until 3,000 specialty plates are issued. If fewer than 3,000 plates are issued during that initial five-year span, the RMV will discontinue the plates. This statute changed in late 2015 to lower the minimum requirements to 750 for initial applications, allowing smaller charities to pursue specialty license plates.
The Cape Cod & Islands tag raised $943,582 in 2017, the Massachusetts Environmental Trust (Whale tail) plate did $571,168 in 2017. The Cape and Islands plate, which features the Nauset lighthouse and the cliffs of Siasconet and Gayhead, has raised more than $24 million since its debut in 1995, more than any other specialty plate.
The funds are divided between the Cape Cod Chamber of Commerce, the Cape Cod Economic Development Council and the Community Development Partnership. Those organizations use the funds to support economic development, community cultural organizations, nonprofit youth programs and other groups. Cities and towns on Cape Cod often use license plate-funded grants to leverage other sources of funding, such as state and federal grants.
The funds are divided between the Cape Cod Chamber of Commerce, the Cape Cod Economic Development Council and the Community Development Partnership. Those organizations use the funds to support economic development, community cultural organizations, nonprofit youth programs and other groups. Cities and towns on Cape Cod often use license plate-funded grants to leverage other sources of funding, such as state and federal grants.
