Corporate fr (erskine)

High Performance Capacity Buildingm b a

Generating Income and Resources from Business

High Performance Capacity Buildingm b a

Introductions

Aims

Course Structure

Context

How they can help you

High Performance Capacity Buildingm b a

Course structure

• What do they offer?

• What do they want?

• The Recession

• Everything else

High Performance Capacity Buildingm b a

A brief history of corporate giving

• Lever brothers –

‘Sunlight no.1’

• Cadbury Brothers

• Andrew Carnegie

• U.S. corporate

philanthropy

• 1980’s and onwards

– u.k. corporate giving

High Performance Capacity Buildingm b a

Motivation

• Genuine philanthropic zeal

• Self aggrandisement

• Business sense

High Performance Capacity Buildingm b a

What Do They Offer?

High Performance Capacity Buildingm b a

Which companies

might give you funding for your

gas and electric bill?

High Performance Capacity Buildingm b a

Which companies might give you money for transport?

High Performance Capacity Buildingm b a

And for repairs?

High Performance Capacity Buildingm b a

The Corporate Funding Continuum

Business BenefitsCharitable Benefits

CRMGifts

A B C

High Performance Capacity Buildingm b a

Let’s see what they typically give for and how they

do it

High Performance Capacity Buildingm b a

BITC’s 7 P’s of Support

Power

People

Promotion

Purchasing

Profits

Products

Premises

Cadbury Strollathon

Hilton

Tesco Computers for Schools

Whitbread and Foyers

Waterstones and MFVT

Jigsaw Appeal

BP D’Arcy Refinery

High Performance Capacity Buildingm b a

Cadburys

High Performance Capacity Buildingm b a

Hilton

High Performance Capacity Buildingm b a

‘(secondments) can have a massive positive impact on employees’ personal growth, developing their people skills and re-energising them – all of tangible benefit to the employing company as well as the individual’.

Sir Digby Jones, Director General of the CBI, 2006

High Performance Capacity Buildingm b a

Tesco

High Performance Capacity Buildingm b a

Medical Foundation for the Victims of Torture – the Book of Light

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Whitbread and the Foyer Federation

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Jigsaw Appeal and local builders

High Performance Capacity Buildingm b a

High Performance Capacity Buildingm b a

Donation versus Contribution

TESCO

Barclays

BT

Unilever

Charitable Donation Community Contribution

£ 17.7 million £ 61 million (06/07)

£16.7 million £ 39.1 million (2005)

£ 3 million £ 25 million (2007)

£ 1 million £ 6.6 million (2007)

High Performance Capacity Buildingm b a

So think beyond the money

High Performance Capacity Buildingm b a

High Performance Capacity Buildingm b a

Summary - What can they offer us?

Cash (direct)

Products

Services

Cash (indirect)

Expertise

High Performance Capacity Buildingm b a

What you can offer companies to secure

their support

High Performance Capacity Buildingm b a

Donations Committee

Community Affairs

Corporate Affairs

Marketing

High Performance Capacity Buildingm b a

What Do They Want From You?

High Performance Capacity Buildingm b a

What we’ll cover …

• Motivators and drivers

• ‘Be A Community Affairs Officer’ – Exercise

• The ethics of company support

High Performance Capacity Buildingm b a

Who are they interested in?

CustomersShareholders

Employees

Government

Opinion formers

…And anyone else they have a relationship with

High Performance Capacity Buildingm b a

MOTIVATORS / DRIVERS

Sales

Product Trial

Product Launch

Increase Sales

Customer Loyalty

Differentiate goods / services

Deflect negative publicity

High Performance Capacity Buildingm b a

Increased sales - Amex - Statue of Liberty Restoration Fund

•Each transaction triggers 1 Cent donation

•New card triggers 1$

•$1.7 million raised

•Card use up 28%

•New card applications up 17% on previous year

High Performance Capacity Buildingm b a

Increased sales - ASTRA /Zeneca Freeman Hospital

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Customer loyalty

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Differentiation of goods and services - Victoria Foods

High Performance Capacity Buildingm b a

MOTIVATORS / DRIVERS

Community Affairs

License to operate

Build brand or image

Build ‘feel good factor’

Build relationships

High Performance Capacity Buildingm b a

‘Feel good factor’ – the good corporate citizen

Corporate Social Responsibility

Enlightened Self Interest

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Reputation

“Community contribution and (crucially) its communication give companies a competitive edge”

Stewart Lewis: Director MORI

“From welcoming new customers to our restaurants to gaining licensing consents, our reputation as a responsible business has led to measurable benefits for our business:

Simon Ward, Strategic Affairs Director, Whitbread

Honourable Mention

High Performance Capacity Buildingm b a

What Chief Exec’s, Marketing and Community Affairs Directors believe can be achieved*

Enhance reputation:

Motivate employees:

Achieve good PR:

Brand awareness:

Develop loyalty:

Increase sales:

Deflect bad PR:

Trial product/service:

75%

54%

51%

44%

39%

34%

14%

6%

Source: Business in the Community Corporate Survey II

High Performance Capacity Buildingm b a

MOTIVATORS / DRIVERS

Human Resource

Staff morale

Team Work

Develop Skills

Recruitment

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All about the employees

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Staff morale

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Seeing is believing

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Teamwork (1)

Pledged £500,000 for local charities, of which £350,000 raised by staff

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Teamwork (2)

Santanderpay for staff to volunteer for local charities

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Matching = Finding ‘shared territory’

Customers

The productBrand values

The

‘territory’

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The Gate’s Library Foundation Ensure library access to the

internet

• $200 million

• Product: Knowledge management

• Customer’s: People who use information

• Values: Progress

High Performance Capacity Buildingm b a

High Performance Capacity Buildingm b a

High Performance Capacity Buildingm b a

Consider the companies which share:

• Your customers

• Your values

• Your activities/services

• Your location

High Performance Capacity Buildingm b a

Shakespeare’s Globe:

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Corporate Membership Levels

1: Lord Chamberlain

2: Master of the Revels

3: Countess of Pembroke’s Circle

4: The Patrons

5: The Nobles

High Performance Capacity Buildingm b a

Ranger Level (1-25 employees) £500

Adventurer Level (26-100 employees) £1,000

Explorer Level (101 – 500 employees) £5,000

Pioneer Level (501 – 1000 employees) £10,000

High Performance Capacity Buildingm b a

Furness Enterprise Superclub

Level Member Example

Membership Cost

Gold

Silver

Bronze

British Gas

Kimberley Clark

Furness Plastics

£3,000

£2,000

£1,000