Session 2 corporate fundraising
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Transcript of Session 2 corporate fundraising
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Generating Income and Resources from Business
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Session Structure
• What do they offer?
• What do they want?
• The Recession
• Everything else
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Motivation
• Genuine philanthropic zeal
• Self aggrandisement
• Business sense
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The Corporate Funding Continuum
Business BenefitsCharitable Benefits
CRMGifts
A B C
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Universal principles
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What Do They Offer?
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Which companies
might give you funding for your
gas and electric bill?
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Which companies might give you money for transport?
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And for repairs?
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Let’s see what they typically give for and how they
do it
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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
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Cadburys
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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
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Tesco
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Medical Foundation for the Victims of Torture – the Book of Light
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Whitbread and the Foyer Federation
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Tim Lamb Children’s Centre
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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)
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Based on ‘Silent
Night’ – 200,000 pairs of specs
collected by
27,000 collectors in U.S. in
2003
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So think beyond the money
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Which companies
might give you funding for your
gas and
electric bill?
NONE!
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Which companies might give you money for transport?
NONE!
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And for repairs? -
NONE!
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Summary - What can they offer us?
Cash (direct)
Products
Services
Cash (indirect)
Expertise
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Map your needs
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What Do They Want From You?
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MOTIVATORS / DRIVERS
Sales
Product Trial
Product Launch
Increase Sales
Customer Loyalty
Differentiate goods / services
Deflect negative publicity
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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
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Increased sales - ASTRA /Zeneca Freeman Hospital
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Customer loyalty
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Differentiation of goods and services - Victoria Foods
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Can you help?
Sales
Product Trial
Product Launch
Increase Sales
Customer Loyalty
Differentiate goods / services
Deflect negative publicity
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MOTIVATORS / DRIVERS
Community Affairs
License to operate
Build brand or image
Build ‘feel good factor’
Build relationships
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‘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
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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
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Relationships
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Licence to operate
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Can you help?
Community Affairs
License to operate
Build brand or image
Build ‘feel good factor’
Build relationships
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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
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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
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Furness Enterprise Superclub
Level Member Example
Membership Cost
Gold
Silver
Bronze
British Gas
Kimberley Clark
Furness Plastics
£3,000
£2,000
£1,000
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MOTIVATORS / DRIVERS
Human Resource
Staff morale
Team Work
Develop Skills
Recruitment
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Recruitment
The £13 million Boots Library at Nottingham University
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Staff morale
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Seeing is believing
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Morale and customer loyalty
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Develop skills
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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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Can you help?
Human Resource
Staff morale
Team Work
Develop Skills
Recruitment
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Be a community affairs officer
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The recession, its impacts and your
response
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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
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“ Organisations remain committed to corporate giving even though the tough economy has affected businesses and charities alike”
Donna Callejon, Chief Business Officer, Global Giving
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“ We believe that doing well and doing good are inextricably linked. It engages your employees, customers and suppliers”
John Pazzani, Vice President Timberland
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… 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)
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Refocussing
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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
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It’s not just about their relationship with you!
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Researching and reaching companies
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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
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What’s he got that you Pepsi
needs ???
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Consider the companies which share:
• Your customers
• Your values
• Your activities/services
• Your location
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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
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Map your needs
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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)
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InKinddirect
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People
• Who do you know who is connected
• Who do you know who knows someone else who is connected