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06/27/22 1 Developing Successful Corporate Marketing Partnerships Seminar Thursday 20 October 2011

What do corporates want?

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Page 1: What do corporates want?

04/18/23 1

Developing Successful Corporate Marketing

Partnerships Seminar Thursday 20 October 2011

Page 2: What do corporates want?

What do corporates want? A Thames Water / WaterAid case study

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Who we are...

Thames Water…

the UK’s largest water and wastewater services provider

a steward of the environment

WaterAid…

the UK’s leading water and sanitation charity

champion of safe water and sanitation provision in 26 countries

Since established in 1981 has helped to improve the lives of more than 15 million people

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The charity dating game

What to look for in a partner

Research your potential partner so you can sell yourself (GSOH always helps!)

What can you do for them?

Fit the company’s values and vision

Enhance programmes they already support

Enable them meet their CR objectives

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Try each other on for size

What can you do for each other?

Are there other opportunities to work together?

– Employee volunteering

– Work together through a third party

– Work with existing partners / suppliers / contractors

Can you help build positive relationships with their customers/regulators/the media?

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Our partnerships

Some of the charities we work with…

Thames 21

Central Berkshire Education Business Partnership

Kew Bridge Steam Museum

Why we’ve entered into these partnerships

Environmental focus on the River Thames – direct fit

Local education organisation facilitating volunteering

Former Thames Water site, celebrating our heritage

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Starting out…

The National Trust

Established credible partner

Memorandum of understanding

Well-developed partnership plan

Funding going towards innovative projects

Volunteering opportunities

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The break ups…

Link through previous CEO – personal over professional

Lack of strategy - no long-term goal / objectives

Activities e.g. volunteering failed to live up to expectations

Change in corporate ownership – inevitable break up

Resulted in disappointment for both parties and potential volunteers

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Case study: WaterAid and Thames Water in partnership

Historical context – our unique relationship

Entirely suited to Thames Water’s values and Corporate Responsibility objectives

Has supporters at grass roots and senior executive level, both fundraising and awareness raising

2010 – 11 raised over £336,000

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In good times...and bad times…

Facing the ups and downs

Challenges:

– Change in ownership

– Redundancy – loss of existing supporters and points of contact

– Refocus of corporate values / core business

– Emphasis away from charitable aims and objectives

Plan of action

Maximised the goodwill in the bank

Kept grass roots relationships alive

Bring out the big guns! Get senior level charity execs talking to senior level corporate execs

Make life easy for partner – take on the load

Remind partner of the love!

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The success stories

Employee-led events which engage staff and the wider community

High level participation in the WaterAid lottery and payroll giving

Corporate events: The Love Water Ball

– record-breaking fundraising event!

Customer campaigns – unique opportunity to engage with Thames Water‘s customer base

Awareness raising – spreading our joint message of the value of water

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How we make it work

Leadership

Company Steering Committee with high level corporate rep and WaterAid representation

Targets – very focused

Regular communication at senior level

MOU and strategy – shared objectives

Key points of contact at grass-roots and senior level

Formal part of Thames Water Community Investment role

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Keeping it fresh

Innovations through collaboration

Customer campaigns

Using our customers for research – easy ask for the company

Thames4Bangladesh

Skills sharing – the next opportunity we are working towards

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Keeping the love alive!

Acknowledge the hard times

Have a maintenance plan

Communication!

Understand the business point of view – a two-way street

Take the lead – educate the business in what works for you (e.g. managing fundraising events)

Look after your grass-roots supporters

Great supporter care!

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