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16 Old Bond Street3rd FloorLondon W1S 4PSTel: 0771 423 7664E: paulg@goodvalues.co.ukE :jacquie@goodvalues.co.uk

6 June 2008

CRM/SponsorshipWhat do Corporates Want?

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Agenda

1. What is CRM/Sponsorship?

2. Inside the head of corporates

3. What companies want

4. Charities need to think…and deliver

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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, addressingBusiness/marketing objectives current social issues

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Sponsorship vs. CSR

Sponsorship CSR/Community Investment

“Spaces for Sport”

“Banking on Brighter Futures”

“Social Brand Development”

Inside the head of a Corporate

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Some corporate input…

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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?

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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

x44% want the environment to be a priority focus for co’s.

Why & How do Corporates engage in

CSR?

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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?

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Charity needs to Think…

•Win-Win

•BIGGER

•Out of the Box

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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

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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

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Think Out of the Box

Two unlikely partners…but works!• Cause heartland- coldwarm

• 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%

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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

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Identifying the cause heartland

Fits with brandand objectives

Societal impact - meets a clear societal need

Relevant and emotive to stakeholders

The Cause Heartland

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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”

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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 IrvineCo-Founder

Phone: 07786 545760

jacquie@goodvalues.co.uk