View
223
Download
1
Category
Preview:
DESCRIPTION
Citation preview
Generating Income and Resources from Business
Session Structure
• What do they offer?
• What do they want?
• The Recession
• Everything else
Motivation
• Genuine philanthropic zeal
• Self aggrandisement
• Business sense
The Corporate Funding Continuum
Business BenefitsCharitable Benefits
CRMGifts
A B C
Universal principles
What Do They Offer?
Which companies
might give you funding for your
gas and electric bill?
Which companies might give you money for transport?
And for repairs?
Let’s see what they typically give for and how they
do it
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
Tim Lamb Centre
BP D’Arcy Refinery
Cadburys
Hilton
‘(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
Tesco
Medical Foundation for the Victims of Torture – the Book of Light
Whitbread and the Foyer Federation
Tim Lamb Children’s Centre
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)
Based on ‘Silent
Night’ – 200,000 pairs of specs
collected by
27,000 collectors in U.S. in
2003
So think beyond the money
Which companies
might give you funding for your
gas and
electric bill?
NONE!
Which companies might give you money for transport?
NONE!
And for repairs? -
NONE!
Summary - What can they offer us?
Cash (direct)
Products
Services
Cash (indirect)
Expertise
Map your needs
What Do They Want From You?
MOTIVATORS / DRIVERS
Sales
Product Trial
Product Launch
Increase Sales
Customer Loyalty
Differentiate goods / services
Deflect negative publicity
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
Increased sales - ASTRA /Zeneca Freeman Hospital
Customer loyalty
Differentiation of goods and services - Victoria Foods
Can you help?
Sales
Product Trial
Product Launch
Increase Sales
Customer Loyalty
Differentiate goods / services
Deflect negative publicity
MOTIVATORS / DRIVERS
Community Affairs
License to operate
Build brand or image
Build ‘feel good factor’
Build relationships
‘Feel good factor’ – the good corporate citizen
Corporate Social Responsibility
Enlightened Self Interest
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
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
Relationships
Licence to operate
Can you help?
Community Affairs
License to operate
Build brand or image
Build ‘feel good factor’
Build relationships
Shakespeare’s Globe:
Corporate Membership Levels
1: Lord Chamberlain
2: Master of the Revels
3: Countess of Pembroke’s Circle
4: The Patrons
5: The Nobles
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
Furness Enterprise Superclub
Level Member Example
Membership Cost
Gold
Silver
Bronze
British Gas
Kimberley Clark
Furness Plastics
£3,000
£2,000
£1,000
MOTIVATORS / DRIVERS
Human Resource
Staff morale
Team Work
Develop Skills
Recruitment
Recruitment
The £13 million Boots Library at Nottingham University
Staff morale
Seeing is believing
Morale and customer loyalty
Develop skills
Teamwork (1)
Pledged £500,000 for local charities, of which £350,000 raised by staff
Teamwork (2)
Santanderpay for staff to volunteer for local charities
Can you help?
Human Resource
Staff morale
Team Work
Develop Skills
Recruitment
Be a community affairs officer
The recession, its impacts and your
response
First, the good news …
• Coca Cola, Wall Mart, Exxon Mobil all gave more in 2009
• 6 of top 10 U.S. Companies gave the same or more
• 1 in 4 rich philanthropists giving more in response
“ Organisations remain committed to corporate giving even though the tough economy has affected businesses and charities alike”
Donna Callejon, Chief Business Officer, Global Giving
“ We believe that doing well and doing good are inextricably linked. It engages your employees, customers and suppliers”
John Pazzani, Vice President Timberland
… however
• Businesses are bringing focus to bear on their activities
• Some causes may benefit more than others
• Relationships become much more important (and you need to get in at the top)
Refocussing
Marketing
Skills
Staff Morale
Supplier Chain Management
Teamwork
Competitive edge
Recruitment
Sales
Where is their focus?
10 9 8 7 6 5 4 3 2 1
It’s not just about their relationship with you!
Researching and reaching companies
Matching = Finding ‘shared territory’
Customers
The productBrand values
The
‘territory’
The Gate’s Library Foundation Ensure library access to the
internet
• $200 million
• Product: Knowledge management
• Customer’s: People who use information
• Values: Progress
What’s he got that you Pepsi
needs ???
Consider the companies which share:
• Your customers
• Your values
• Your activities/services
• Your location
And now -
• Go back to your ‘map of needs’
• Look for crossover/connections
• Consider things that companies on your
research list could provide – but which
were not on your original list – could you
use them
Map your needs
Key Sources
Guide to UK Company Giving (DSC)
Kompass (www.kompass.co.uk)
Who Owns Whom (www.apinfo.co.uk/dnb/wow/)
Chamber of Commerce
Economic Development Unit
Business in the Community (www.bitc.org.uk)
InKinddirect
People
• Who do you know who is connected
• Who do you know who knows someone else who is connected
Recommended