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Institute of Fundraising Corporate Fundraising Special Interest Group 6 December 2011
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Paul Gillespie Good Values Peter Bull HSBC in the Community
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Today’s presentation: 1. Corporate giving – the climate and key trends 2. HSBC in the Community - an insider’s perspective 3. Five top tips – how to be ‘CR friendly’
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Corporate giving Climate and trends
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About Good Values A leading Corporate Responsibility agency working with companies to: Develop and advise on CR and sustainability strategies Create and deliver award-winning Community Investment (CI) programmes Manage NGO selection process for flagship CI programmes Deliver social impacts and a bottom line business return Using our understanding of the corporate world to help charities: Maximise return on investment from fundraising strategies Deliver a step change in high value fundraising e.g. Corporate, Major Donors, Development Boards Develop a compelling brand and case for support
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Key market insights: P.E.S.T. influencers P S ocial Growth in NGO & consumer power -better co-ordinated & global reach via web. T echnology Media age. Ease and speed of global communication reach/influence all Questions asked about role of business in society with increasing scrutiny & pressure from myriad of stakeholders (NGO, consumers, government) P olitical “Fall of government, rise of corporations”. Diverting pressure onto companies. E conomic Gained greater power & influence via globalisation & technology revolution. CSR is now an inescapable priority for business leaders Challenge is HOW to respond and proactively achieve long term COMPETITIVE ADVANTAGE
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Public trust for companies at an all-time low (41% in the UK and just 16% for financial services) Transparency, trust, community and employee welfare is more important to consumers than ever before 75% of Chief Executives report that corporate social responsibility is an essential issue to their business (BiTC, 2010) 90% of employees whose co’s have a CI programme feel proud of their co’s values v’s 56% of those co’s who don’t Companies that consistently manage & measure their corporate responsibility outperformed their FTSE 350 peers in seven out of the last eight years (BiTC, 2010) What this means for companies... Corporate Social Responsibility continues to remain a core issue at boardroom level even in the current economic climate
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Compliance to Corporate Social Leadership to differentiate Brands/companies need to win hearts and minds Breakthrough CR clutter - creativity, innovation, investment needed More Alliances : confrontation to collaboration : industry partners –tackling social issues : corporate/NGO partnerships Increased Return on Social Investment (ROSI) expectations from CR and CI programmes More £1m+ long term strategic ‘flagship’ CI programmes being created that work nationally and locally What this means for companies...
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9 What this means for you... Corporate giving trends (2010): The top 600 companies in the UK ‘invested’ £800 million in the community, including over £500 million cash Cash invested stayed on par with previous year with significant increases in TIK/GIK (corporate volunteering increased 150% between 2008-2010) Usual suspects continue to dominate all areas of giving and CSR market (top 25 contribute in excess of £300m = 32% of overall market) Between 60-70 companies ‘give’ consistently in excess of £1m pa Top giving sectors (by total contribution) continue to be: Banks and financial services Supermarkets Utilities Pharmaceuticals
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Corporate fundraising (now & the future): Still viewed as ‘real’ growth area and increasing resources allocated Six charities have sustained in excess of £5m corporate income across the past five years (strong brands, highly emotive causes) Five out of the top six involve ‘leadership’ – e.g. Corporate Development Group to deliver sustainable income Increasingly compelling commercial ‘cases for support’ that deliver greater measurable value (social impact, business return) For smaller charities – half of Fundraising Directors report a reduction in corporate income, whilst a third report an increase (Good Values survey 2011) 10 What this means for you... The most successful charities understand market changes and respond appropriately with a sound strategy
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What this means for you... Successful NGO’s are demonstrating to companies that: Their ‘cause heartland’ has a strong strategic business fit They can offer ‘real’ differentiation and standout They provide marketing & PR support across all channels including social media They can measure the long term impact of their programmes and create a ‘legacy’ They have a track record of professional business partnerships – with outstanding stewardship 11
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HSBC in the Community An insider’s perspective
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Counter public negative opinion and reinforce company values Influence the public and key opinion formers Positively contribute to brand image, marketing & communications Business benefits – employee engagement and skills development Make our employees proud Why we do community programmes
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What we were looking for in a flagship partner
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Well-known charity? Or one where corporate can really make a difference Operations that mirror company’s geographical coverage Programme more important than the partner’s name? Focus of cause area must fit corporate aspirations It’s all in the name... or is it?
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Not too big... not too small... but just right Big enough investment to make a real difference But not so big that the charity is over dependent The Goldilocks theory
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Show me the numbers! Easily communicated outputs and impacts Breadth (large numbers) and depth (best in class models for a multiplier effect)
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It’s all about people Contacts that exist before the deal The ‘pitch’ team Who will be working together? Keen, knowledgeable, passionate, professional, personable, responsive
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How can the work outlive the partnership? Leverage – and legacy How can the partnership itself enhance the NGO’s longer-term future? All good things come to an end
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The process
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Project initiation HSBC plan to create new community programme Desired results - greater impact for society & business Good Values hired to create initiative & lead process using ROSI Model
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Return on Social Investment (ROSI) Model TM
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Project initiation HSBC plan to create new community programme Desired results - greater impact for society & business Good Values hired to create initiative & lead process using ROSI Model Define cause area Health check: stakeholder engagement, societal needs, competitor benchmarking Ideation: cause areas, community ideas, strategy development Testing: Cross function workshop, quantitative/qualitative research, think tank
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© 2010 good values Identifying the BIG cause idea Fits with brand, organisation and objectives Societal impact - meets a clear societal need Relevant and emotive to stakeholders BIG CAUSE IDEA
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Project initiation HSBC plan to create new community programme Desired results - greater impact for society & business Good Values hired to create initiative & lead process using ROSI Model Define cause area Health check: stakeholder engagement, societal needs, competitor benchmarking Ideation: cause areas, community ideas, strategy development Testing: Cross function workshop, quantitative/qualitative research, think tank Partner selection Desk research & face-to-face meetings (20+ charities) RFI (17), RFP (5), both reviewed against criteria matrix plus due diligence Three charities invited to final face-to-face pitch with HSBC and Good Values
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Scoring matrix Good Values robust selection criteria included: A total of 39 categories Five mandatory elements Strategic direction, scale, experience, reputation Programme assessment Account management/ability to work with
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Project initiation HSBC plan to create new community programme Desired results - greater impact for society & business Good Values hired to create initiative & lead process using ROSI Model Define cause area Health check: stakeholder engagement, societal needs, competitor benchmarking Ideation: cause areas, community ideas, strategy development Testing: Cross function workshop, quantitative/qualitative research, think tank Partner selection Desk research & face-to-face meetings (20+ charities) RFI (17), RFP (5), both reviewed against criteria matrix plus due diligence Three charities invited to final face-to-face pitch with HSBC and Good Values Final negotiations Define programme Agree contracts Implementation and partnership management
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Five top tips for being ‘CR friendly’
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1. Think ‘stand out’ The 26,000 factor - truly differentiate yourself Be brave and innovative Utilise all media channels including social media
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2. Put yourself in the company’s shoes Strategic and values relevance Think win-win Sector exclusivity How will this deliver ROSI?
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3. Ensure your proposition is truly compelling Make the corporate feel ‘special’ How will a CI investment change society? New vs. ongoing work - positioning
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4. Get the chemistry right Show you will be a great partner First impressions count, but play for long term People give to people
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5. Pay attention to the basics... Win over the agency as well as the company Answer the brief Deliver on time
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