Aligning Corporate Giving with Strategic Focus

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A Strategic Shift in Corporate GivingHeather Yows & Brenda Clevenger| May 7, 2014

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| Assurant Communications Conference

Objectives

• Align with strategic mission• Maximize giving amount (bang

for $)• Engage employees• Keep it simple (as much as

possible)

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Going Deep, Not Wide

Once gave small amounts to many nonprofits

• In 2012 gave to 109 nonprofits• In 2013 gave to 71 nonprofits

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This Year

• Giving larger grants to 13 primary nonprofits

• Giving $10K to $25K instead of $1K to $4K• Down to 30 grants vs. 109

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Aligning Our Mission with Theirs

AEB intends to be the premier provider of specialized insurance products…

Dental VisionDisability Health or Housing

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Their Missions

Improving the lives of those with disabilities, vision impairment, lack of dental care, and lack of access to health care

Dental VisionDisability Health or Housing

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Our 13 Primary Nonprofit PartnersDental VisionDisabilit

yHealth

or Housing

$25K Tier

$10K Tier

$1K Tier

Misc. Tier

Harvesters RiKC KCPTTeam Smile & Smiles Change

Lives

Shining Star

Donations

Variety Children's Charity

Truman Medical Mobile Dental

Van

Alpha Pointe

Trolley Run

reStart

Comm. LINC

Local Sales Market Support

Urban League-KC

Metro College Scholarships

Big 12 Basketball SLT Giving The Whole

PersonBlack

Achievers

2014 Giving Plan

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Increasing Employee Engagement

• CIC committee was disbanded 4+ years• Unorganized, untracked volunteering

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Today Employee Engagement High

• Formed 8 person CIC group in November• Each member serves as Ambassador over a

nonprofit

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Board Involvement

• 2013 two SLT on Boards• 2014 increased to 5 board members aligned

with 13 primary nonprofits

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4 Steps to Stay on Track

The best corporate

giving programs are those rooted in the values

of the company not tacked on as line items in

a budget.

1. Fit -- Must make sense for biz

2. Return -- Resonate w/EEs 3. Simplicity -- Structure4. Promotion -- Publicize good

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Giving Up Shotgun Approach

“Corporate giving remains too unfocused, too shotgun, with too many supporting someone’s pet project with no real connection to the business.”

Michael PorterHarvard Business Review

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Employee Engagement

CECP, coalition of CEOs supporting societal improvement

“A highly engaged workforce is more likely to exert extra effort and have lower turnover rates, which can link to increased output, sales and profitability.

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Return on Investment

• More positive exposure• More community presence• Side partnership projects

• Video w/KCPT• Perseverance Hall of Fame w/RIKC

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