Corporate Responsibility (CR) can be used as an affinity tool to engage customers and employees. Traditional CR methods are too broad and do not facilitate ongoing engagement between companies, customers, employees, and non-profits. The document introduces ammado, an online donation and engagement platform that allows companies to integrate CR into their business processes by empowering customers and employees to select causes to donate to through giving vouchers, facilitating ongoing engagement through social networks and reporting on donations.

1. Corporate Responsibility (CR) as an Affinity Tool

3. ammado integrates … Feb 2010 Citizenship Reputation Customer Recognition Customer Retention Corporate Responsibility Cause-Related Marketing Web 2.0 Differentiation Social Awareness Promotions Loyalty Sustainability Donations Ownership Volunteering Nonprofits Communication Social Networking Employee Engagement Global Reach – Local Impact Shareable

7. Social networks are the reference framework of a fast growing consumer segment Feb 2010

8. ammado is a unique Online-Donation and Engagement-Platform Feb 2010 Easy and playful donation process Lively and connected company profile Micro-payments All mayor payment methods No registration needed Connections Social media like videos, pics, docs, ... Giving Circle News feed 30+ currencies 12 languages News

12. 1. Visibility Create a profile on ammado to highlight your corporate engagement; place giving widgets on your website, blog or intranet 2. Activation Use Giving Vouchers within the business process to involve the customer (e.g. POS) or employee in the donation process 3. Empowerment Customers / employees redeem the Giving Vouchers on ammado and donate to the causes they care about 4. Network Customers / employees become supporters of the company-profile and the connection between all parties grows 5. Sharing The Giving Circle visualises the donations companies and individuals have made; the Giving Circle can be embedded on a company website, Facebook, blogs or email-signature 6. Traffic Company participation will be promoted throughout the entire online network Step-by-Step Feb 2010

13. a new marketing channel Brand: develop positive brand perception Communication: interactive, ongoing, measurable and cost effective Sales: integrate giving with sales Customer Relationship Management: understand what motivates the customer Human Resources: drive employee loyalty programmes Social Engagement: integrated and shareable Feb 2010