© 2007 good values 1 16 Old Bond Street 3rd Floor London W1S 4PS Tel: E: E 6 June 2008 CRM/Sponsorship What do Corporates Want?

© 2007 good values 2 Agenda 1.What is CRM/Sponsorship? 2.Inside the head of corporates 3.What companies want 4.Charities need to think…and deliver

© 2007 good values 3 What is CRM? ‘A commercial activity by which businesses and charities/ causes form a partnership with each other to market an image, product or service for mutual benefit’. (Business in the Community) It is not philanthropy or altruism. Businesses recognise that linking with charities or good causes can be mutually beneficial, addressing  Business/marketing objectives  current social issues

© 2007 good values 4 Sponsorship vs. CSR SponsorshipCSR/Community Investment “Spaces for Sport” “Banking on Brighter Futures” “Social Brand Development”

Inside the head of a Corporate

© 2007 good values 6 Some corporate input…

© 2007 good values 7 What are they saying… “…the agenda of sustainability and corporate responsibility is not only central to business strategy but will increasingly become a critical driver of business growth…” (Patrick Cescau, Chief Executive, Unilever 2007) “…CSR used to be a nice to do. Now it is a must do”. (Sir Martin Sorrell, CEO, WPP Group)

Why are they saying this?

© 2007 good values 9 Changing Consumer Attitudes Growing distrust in Companies and government 38% of consumers have made 5>ethical purchases in last year 83% say a co’s. social responsibility is an important consideration. 24% bought something because of it’s link to a charity x 44% want the environment to be a priority focus for co’s.

Why & How do Corporates engage in CSR?

© 2007 good values 11 Environment: *Energy *Transport *Emissions *Recycling *Consumption *Sustainability Community: *Charities *Consultations *Investment econ & Social dev *human rights *Local partnerships *Volunteering *Welfare to work Workplace: *Diversity & equal Opportunity *Local employment *Staff welfare/safety *Employee morale, development, pay *Ethical behaviour Marketplace: *Product quality /safety *Fairtrade/sourcing *Reputation *Business ethics *Resp. selling & marketing CRM - an integral part of CSR Umbrella CSR Where can CRM be applied across CSR?

© 2007 good values 12 Charity needs to Think… Win-Win B I G G E R Out of the Box

© 2007 good values 13 Think Win :Win Corporate:  ROI Bottom line-sales; £;%share Differentiation Brand Equity & Trust - amongst customers, B2B etc Employees: -recruitment, retention, motivation Team morale Demonstrates good CSR Stakeholder relations Charity: Cash Gifts in Kind Brand Awareness Brand Image Propensity to Support (existing/lapsed/new supporters) Success  secure more FR

© 2007 good values 14 Think Bigger …not just on-pack Expanded range Continue to Innovate - Pink Party Involved staff -Fundraising competitions Measured & showed success via Bulls Eye Model -Customers – reputation, trust, loyalty, shopping propensity -Employees – Trust, loyalty, motivation, team morale Media/PR driven Tie in with “Plan A” Celebrate success/awards

© 2007 good values 15 Think Out of the Box Two unlikely partners…but works! Cause heartland- cold  warm Differentiates  standout Brought in third partner Involved staff Involved local communities Innovate or die PR Support Celebrate Success –>400,000 hats –Raised >£200,000 –Sales up 37%

© 2007 good values 16 On top of ROI…Companies look for… Charities have researched their business/CSR issues Cause heartland has a strategic business fit Differentiation  standout Marketing & PR support At least sector exclusivity Ideally a big brand to leverage- But if small needs to be an emotive/creative idea to work Proven charity/business account management Impact & Measurement Passion & Honesty

© 2007 good values 17 Identifying the cause heartland Fits with brand and objectives Societal impact - meets a clear societal need Relevant and emotive to stakeholders The Cause Heartland

© 2007 good values 18 Charity needs to demonstrate Demonstrate CRM works generally Show Synergy e.g. shared charity & brand vision/values/consumers What CRM Partnership ideas could look like - cause heartland - benefits to corporate - differentiation – make real! Why your charity? - know your own worth/value - success you have had in similar activities - size; influence; innovation - cause - creativity Next steps - Leave with “something”

© 2007 good values 19 Remember… CSR/CRM opportunities are growing but CSR professionals are getting smarter & more demanding and there’s greater competition Exceed expectations Be aware of timings You are dealing with people  plan who to approach  help them look good  show you would be easy to work with

Thank you Any Questions? Jacquie Irvine Co-Founder Phone: