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TRANSCRIPT
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
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‘(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
High Performance Capacity Buildingm b a
Whitbread and the Foyer Federation
High Performance Capacity Buildingm b a
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?
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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
High Performance Capacity Buildingm b a
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
High Performance Capacity Buildingm b a
Teamwork (2)
Santanderpay for staff to volunteer for local charities
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Matching = Finding ‘shared territory’
Customers
The productBrand values
The
‘territory’
High Performance Capacity Buildingm b a
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:
High Performance Capacity Buildingm b a
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