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The Ten Commandments of Corporate Engagement Seven
Understand your market
THINK’s research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
engagement societal benefits
engagement
 
Reputation / brand Gov’t relations Deliver strategic business goals Employee Geography  Supply chain Profit  Customers / clients
Funds  Morale  Skills  Networking  Mentoring Knowledge  Volunteer-ing  Second-ments  Attract Retain Team building Pride Loyalty  Diversity Field trips Expertise
Fundraising Pride Skills  Awareness Support Knowledge  Environment Service delivery Education Access Employment Behavioural change £££ Purpose / morale Creating community
investor or donor? Joint venture or begging bowl?
WCI table The combined gifts of the top 20 = 88% of the overall total of the top 300 Company Fiscal year WCI AstraZeneca Dec 09 £481m GlaxoSmithKline Dec 09 £467m BHP Billiton Jun 09 £119.3m Tesco Feb 09 £85.4m Rio Tinto Dec 09 £73.3m BP Dec 09 £65.8m Royal Bank of Scotland Dec 09 £63.9m HSBC Dec 09 £61.6m Barclays Dec 09 £54.9m Anglo American Plc Dec 09 £50.8m
anomalies... ,[object Object],[object Object],[object Object]
mechanisms
the future?
the future? static      / static     / static     / static  
CECP
generalised company profiles ,[object Object],[object Object],[object Object],[object Object]
generalised company profiles ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Understand how companies make decisions
corporate toolkits
here’s a few... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
what does this mean for you? ,[object Object],[object Object],[object Object]
what does this mean for you? ,[object Object],[object Object],[object Object]
corporate toolkits ‘ be known for what you accomplish, not just for what you give’ London Benchmarking Group
corporate toolkits ,[object Object],[object Object],[object Object],London Benchmarking Group ,[object Object],[object Object],[object Object],[object Object],[object Object]
corporate toolkits ,[object Object],London Benchmarking Group ,[object Object],[object Object]
corporate toolkits
corporate toolkits
corporate toolkits KPMG’s Ready to Work Programme
issue ripeness grid Ref: McKinsey
Internal alignment
don’t forget  internal stakeholders
stakeholder map inform influence
Typical stakeholder map? Programme Staff Chief Exec Policy Brand Finance Trustees Procurement Legal Press Partner Orgs Governments
summary ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
Ethical policies ,[object Object],[object Object],[object Object],[object Object]
Warning! Rant coming...
Why don’t we talk about the ethics of refusing a donation? Rather than the ethics of accepting a donation
Let's make good companies our allies not our enemies!
A beneficiary-focused ethical policy ,[object Object],[object Object],[object Object],[object Object],[object Object]
No dialogue Dialogue Transaction ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Profile ,[object Object],[object Object],[object Object],Partnership ,[object Object],[object Object],Alignment Shared brand values
 
brand YOU offer companies credibility THEY offer the voluntary sector exposure
rational and emotional ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Customer/brand relationship Find convergence of motivators that creates unique value
importance of brand ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
 
 
 
 
 
Understand the pot you’re dipping your hand in
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Gifts in kind ,[object Object],‘ Doing good in good times takes vision.  Sticking with it in the tough times takes vision and determination’ . David Grayson  Professor of Corporate Responsibility  Director of the Doughty Centre for Corporate Responsibility  Cranfield School of Management
Gifts in kind ,[object Object],[object Object],[object Object],[object Object]
Gifts in kind ,[object Object],[object Object],[object Object],[object Object],[object Object]
Reactive or proactive?
Proactive ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Reactive ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
People give to people
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CORPORATE BOARDS ,[object Object],[object Object],Remember – business leaders move around...
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CORPORATE BOARDS
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
standard offering ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
U nique  S elling  P oint
RSPCA Value of gift incl. €£¥$ from the company Levels of benefits 1. 2. 4. 3. 5.
S tand  O ut  F rom  T he  C rowd
 
 
 
 
Global Reporting Initiative ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Global Reporting Initiative ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Global Reporting Initiative
some more reading...
corporate toolkits The Partnering Initiative is a global programme of  the International Business Leaders Forum (IBLF).
corporate toolkits ,[object Object],[object Object],[object Object],[object Object],publish a series of free toolbooks:
corporate toolkits Marketing agency that specialises in brand  building for organisations that are focussed on  using business for the greater good.
corporate toolkits

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Corporate partnerships strategy IoF 2011

Notas del editor

  1. FIONA
  2. SHAREHOLDERS
  3. Note Pharmas include discounted drugs
  4. Clash of cultures – Levi Strauss
  5. GAP tried to change logo – happened in October – massive online outcry – old logo loved more than they thought