Global Corporate Leadership Managing Donor Relationships ???????????????????????? ?????? ????????? / ?? ??? ?? ?? / ????????? Frank Watson Charlie Guare

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Global Corporate Leadership Managing Donor
Relationships???????????????????????? ??????
????????? / ?? ??? ?? ?? / ????????? Frank
WatsonCharlie Guare
Bangkok, Thailand 30 June, 2011
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Global Corporate Leadership

• Objective

• Global Corporate Leadership (GCL) Overview
• Building strong, lasting relationships
• Priority Companies
• Who knows who?
• Successes Corporate connections that benefit
  local United Ways
• Challenges and issues confronting United Ways
• Principles of account management
• United Way Worldwide (UWW) Information Exchange
  Portal
• Establish next steps, expectations,
  responsibilities and to dos

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Overview

• Your Expectations of GCL
• Strategies to engage new companies
• Strategies to further engage existing partners
• Local perspectives
• Corporate engagement
• What do companies want from their engagement?
• How United Ways stay Relevant to Companies
• Employee Engagement
• United Way protocols and Account Management
• United Way Information Sharing Portal

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Expectations ??????????? ?? ?? ??
Harapan ???????? Share concerns/questions
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United Way Global Corporate Leaders
3M Abbott Accenture Aetna Inc. Agilent
Technologies, Inc. Air Products Alcatel-Lucent All
state American Express ATT Automatic Data
Processing, Inc. Avery Dennison AXA
Equitable Bank of America Battelle The Bank of
New York Mellon Best Buy Co., Inc. The Boeing
Company Bristol-Myers Squibb Company CS
Wholesale Grocers, Inc. Cargill Caterpillar
Inc. Ceridian Corporation Chevron
Corporation Chrysler LLC Citigroup Inc. Citizens
Financial Group, Inc. Colgate-Palmolive Comcast Co
nstellation Energy
IBM Corporation Illinois Tool Works
Inc. ING Intel Corporation International
Paper JCPenney Johnson Johnson JPMorgan Chase
Co. Kellogg Company Kimberly-Clark Corporation
KPMG LLP Limited Brands Lockheed Martin
Corporation Lowes Companies, Inc. Macys,
Inc. Marriott International, Inc. Medtronic Merck
Co., Inc. MetLife, Inc. Microsoft
Corporation Morgan Stanley The Mosaic
Company Motorola Nationwide NCR Corporation New
York Life Insurance Company Pfizer Inc Pitney
Bowes Inc. PricewaterhouseCoopers LLP Principal
Financial Group Procter Gamble
Costco Wholesale Cummins Inc. Deere
Co. Deloitte Delphi Corporation Delta Air
Lines, Inc. Deluxe Corporation Dominion The Dow
Chemical Company Duke Energy DuPont Eastman
Kodak Company Eaton Corporation Eli Lilly and
Company Exxon Mobil Corporation FedEx
Corporation Fluor Corporation Ford Motor
Company GE General Mills, Inc. General Motors
Corporation GlaxoSmithKline Goodyear Tire
Rubber Company Guardsmark, LLC Harris Bank and
BMO Capital Markets The Hershey
Company Hewlett-Packard Company HSBC North
America
Prudential Financial, Inc. Publix Super Markets,
Inc. Qwest Communications International,
Inc. Raytheon Company Rohm and Haas Company Sara
Lee Shell Oil Company Sprint SUPERVALU
INC. Target Texas Instruments The Travelers
Companies, Inc. U.S. Bank United Airlines United
Technologies Corporation UPS USAA Valero Energy
Corporation Verizon Walgreen Co. Wal-Mart
Stores, Inc. WellPoint, Inc. Wells Fargo
Weyerhaeuser Company Whirlpool
Corporation Williams Xcel Energy Xerox Corporation
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Asia Pacific Regional TargetsGlobal Corporate
Leadership (GCL)

• Bank of America
• Cargill
• Citigroup
• Costco Wholesale
• Deloitte LLP
• Exxon
• FedEx Corporation
• Ford Motor Company

• GE
• General Motors
• IBM
• Johnson Johnson
• Motorola
• Pfizer
• Procter Gamble
• PricewaterhouseCoopers

Others? ???? ? ? ??? ???
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United Way by the Numbers Giving

• United Way raised 4.94 billion USD in 2010
• Over 1 billion USD in gifts from corporations
  (Foundation giving, sponsorship, special events,
  etc) representing 7 of all total corporate
  giving in US
• An additional 850 million in leveraged resources
  through in-kind gifts, generous volunteer time,
  and leveraged funds from our community partners
• GCL partners include Global Fortune 500
  companies ATT, GE, Intel, Johnson Johnson,
  Microsoft, Proctor Gamble, etc.

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Global Corporate Leadership Benefits
Companies
United Ways

• Leveraging corporate relationships at headqurters
  to build strong philantrophic relationships
  across the United Way network
• Sharing information throughout the network
  through conference calls, webinars, United Way
  Online
• Engaging headquarter and key market United Ways
  to build out strategic account plans
• Connecting United Ways with local, national or
  global partnership opportunities

• Employee engagement opportunities (ie, workplace
  giving campaigns, volunteer programs, etc)
• Establishing partnership opportunities beyond the
  workplace giving campaign (cause-related
  marketing, grants, etc.)
• Coordinating communications with United Ways
  around the world
• Creating partnership opportunities that align
  with corporate philantrophic goals and priority
  issue areas

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United Way Worldwide

• Understanding the corporate customer
• What the company wants from UW
• Local, National, Regional and Global roles

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Corporate and employee engagement
Corporation
Employee Engagement
Corporate Social Responsibility
Consumer Engagement

• Cause marketing
• Licensing
• Sponsorships
• Business partnerships

• Workforce campaign
• Volunteerism
• Leadership development
• Loyal Contributors

• Grants (education,
• income, health, 2-1-1)
• Corporate contributions
• International Donor
• Advised Giving

Goal to drive revenue and relationships
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United Way support of Agilent Technogies
Marketing/ Communications UWW Amanda
Ponzar Amber Gomez
Literacy and Education UWW Stacey Stewart
Leadership UWW Brian Gallagher Jose Ferrao
United Way Worldwide Main Points of Contact GCL
Charlie Guare UW Silicon Valley USA
Key Market United Way UW Australia Primary
Contact Doug Taylor
International Engagement UWW Regional
VPs GCL/Frank Watson
Volunteerism UWW Mei Cobb
International Grants UWW Kendra Davis
Womens Leadership UWW Linda Paulson
Sponsorship UWW Karsten Halusa
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Sample Employee Engagement
Volunteerism United Way Board Seats
Affinity Groups Loyal Contributor
Program
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Sample Corporate Social Responsibility
Education, Income and Health Grants Disaster
Relief Grants International Donor Advised
Giving (IDAG)
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Cause Marketing Success

• In 2010, 30 cause marketing partnerships brought
  in 500,000 in revenue and 4 million in value
  equivalency (ads, visibility, etc.)

• Examples
• American Express United Way Gift Card
• Delta Air Lines, Inc. advertisement in Sky
  Magazine
• GE appliance 2 to United Way
• UPS NASCAR United Way branded No. 6 Ford
  Fusion5.345 million viewers for the Bank of
  America 500 race NASCAR PR provided 147,809,819
  media impressions, a 3.5M value
• Targets Facebook challenge resulting in 90,000
  Education Grant

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Why do multi-national companies partner with
United Way?

• Year-round employee engagement through giving
  and volunteering opportunities
• Knowledge of community
• Needs/solutions
• Solution providers (vetted NGOs)
• Benchmarking regarding corporate peers, best
  practices
• Accountability
• Year-round management
• Recognition / Acknowledgement

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Why do multi-national companies partner with
United Way?

• Year-round connection to United Way resources
• Advisor for global, national and local managers
  and their employees
• Coordinated/consistent employee engagement
  programs
• Elements of program
• Reporting / Information
• Points of contact
• Giving and volunteering
• Pledge fulfillment
• Proven partner for corporate social
  responsibility (CSR)
• Companies view United Way as a resource

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Global Corporate Leaders LIVE UNITED
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HELLO OVER HERE!!
Can you think of other ways to publicize?

• Publicize the Campaign create a buzz

brochures
Incentives
Posters
balloons
Voicemail announcements
Share Stories
Decorate break rooms with UW theme
Newsletters
Payroll stuffer
email
children's art contest with UW theme
Company Intranet
Videos of Impact Tours
eWay has targeted email capabilities
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Strategies to engage a new company

• Determine prospects
• Are they engaged with other United Ways in the
  region?
• Leverage board member connections
• Understand the mission, vision and goals of the
  company
• Learn more about community activities where
  employees volunteer in the community
• Find out more about their giving and CSR
  strategy

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Leveraging volunteers

• With limited resources engage the following
• Board members
• Campaign cabinet
• Employee campaign coordinators
• Volunteer project leaders
• Others?

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Relationship Management
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Relationship building tips

• Start with existing donors.
• Learn their interests (and record them
  somewhere).
• Talk about what theyre interested in.
• Dont ask for money every time you talk with
  them.
• Give them something to do besides write a check.
  
• Inform them on where their dollars are making a
  difference.
• Thank them.

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Engagement with your corporate partners
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Corporate relationship building
What it looks like

1. Regular visits and attention given to corporate
   decision makers. These visits involve open
   discussion of the companies interests and the
   results of partnering with United Way.
2. Data systems that capture and respond to company
   needs. This allows United Ways to make
   appropriate communications in a timeframe that
   matters to the company.
3. Create/deliver programs with the company in mind.
   Companies requesting special forms of
   recognition, employee appreciation, electronic
   solutions, or United Way information appreciate
   United Ways that take extra steps to meet these
   needs.

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Corporate Relationship Building
The roles of United Way leaders

1. Make regular visits (without solicitation) to
   company leaders. Share your progress, assess
   their satisfaction, respond to what matters to
   them.
2. Hold special meetings (without solicitation) to
   communicate your work. Invite the companies and
   leaders most interested in these areas.
3. Create an advisory council of corporate leaders.
   Their role is to offer advice as needed but not
   sit in committee or make policy. This shows you
   value their opinion and you respect their time.

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Lets Summarize

• Building relationships with corporate donors
• - means first, understanding, and then,
  demonstrating how you can help them meet their
  goals, concerns and priorities for improving
  lives and creating lasting community change.
• Long-term relationships are based on trust. Trust
  takes time to build. It must be nurtured.
• The nature of the relationship is defined by you
  and the company and influenced by culture.

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GE

• Global
• GE is a collection of business operations that
  operate in a decentralized fashion.
• GE typically has an in-country leader who would
  also be a leader in one of the larger business
  units in that country.  In many cases, there is a
  regional leader as well.
• GE Volunteers have branches in 150 cities
  around the world This group is a key leader for
  GE to the community where GE operates.
• The GE Foundation grant for basic needs food and
  shelter was presented to several Asia Pacific,
  European and Latin American United Ways based on
  GE operation size in each country.  UWs in
  Australia, Hong Kong, Japan and Thailand are
  included as recipients of this grant.
• Board Members Romania
• Volunteer Programs Hungary, Romania
• Employee Workplace Campaigns Guatemala,
  Hungary, Romania
• USA Partnership
• Brian Gallagher met with Jeff Immelt, CEO of GE
  in March.
• GE employees in North America pledged over 18.5
  million USD in 2009 campaign.
• GE Foundation provides annual gift to LUWs in
  North America based on approximately 50 ratio of
  employee giving.
• GE leadership very active with United Ways and
  provides leadership.
• They are one of the major users of Truist pledge
  tool in US.
• Big volunteer program called GE Volunteers.
• Large supporter of Education initiatives.
• Asia Pacific

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GE and United Way around the world

• United Way Hungary recognizes GE and the GE
  Foundation for over 200,000 USD in support for
  programs to help those in need as a result of the
  economic downturn.

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Table discussion

• What do corporations in your community expect
  from your organization?
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• Workplace fundraising campaigns
• Volunteer opportunities for their employees
• Knowledge
• Recognition for their charitable gifts
• Advice Corporate Social Responsibility

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11 National Benchmark Campaign Techniques

• Appoint campaign chair
• Set goals track results
• Establish steering committee
• Recruit department coordinators
• Conduct executive briefings
• Encourage leadership giving

• Conduct effective educational campaign
• Increase of campaign volunteers
• Promote value of corporate gift matching program
• Utilize local United Way staff resources
• Organize volunteer activities with recruitment
  and recognition efforts

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Principles Protocols of Account
Management???????????????????????????????????
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Principles

• Respect UWW Network honors the
• interests of local communities to mobilize local
  resources to apply to the local community change
  agenda.
• geographic scope of each network partner as
  defined in the Network Partnership Agreement.
• interest of corporations to strategically invest
  in the multiple communities where they are
  present.
• Collaboration UWW Network agrees to collaborate
  among its members keeping the donors interest in
  mind, never placing the donor in the position of
  choosing between them, and to nurture the donors
  engagement in each community in which the donor
  has an interest.

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Principles

• Transparency UWW Network agrees to maintain the
  highest levels of transparency with its community
  and the network partners in all its communication
  with donors and prospects.
• Accountability UWW Network is accountable to
  its community and the other network partners for
  effective and consistent relationship management
  and agrees not to take any action that causes
  damage to another member and to communicate
  promptly when questions and concerns arise.
• Long-Term Sustainability UWW Network honors
  this principle and recognizes that corporate
  giving and volunteering are important for
  creating and maintaining a culture of giving in
  many parts of the world.

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Account Management of GCL companies as it
exists today

• If company is part of Global Corporate Leadership
  program
• Consult the GCL company profiles and Corporate
  Knowledge Sharing Portal (http//online.unitedway.
  org/site/globalportal/) to access basic info on
  the company's relation with UW in the US and in
  your region.
• Contact UWW Global Corporate Leadership staff
  Frank Watson (Frank.Watson_at_uww.unitedway.org) for
  info on UWWs cultivation strategy with the
  company.
• Frank will coordinate call with corresponding
  companys Account Manager at UWW to determine
  local cultivation strategy.
• Network Partner commits to communicate results /
  status of cultivation efforts to GCL and Regional
  staff and to input this info into Corporate
  Knowledge Sharing Portal.

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Account Management Protocols recommendations
from Action Leaders

• Other Companies
• If company only operates within one city
• The local Untied Way should determine how to best
  work with the company.
• If company only operates within a single country
• But theres only one UW office, it should
  determine how to work with company.
• If there is more than one UW organization, the
  national office and/or local members should
  co-determine protocols for working with the
  company across locations.
• If company operates across multiple countries
• Headquartered United Way serves as relationship
  manager / builder with company on behalf of
  worldwide system in coordination with Regional
  Director(s) / VP(s).
• Regional Director / VP checks with UWW
  (International Field Engagement and/or Global
  Corporate Leadership Teams) to see what
  intelligence or contacts available to help inform
  cultivation strategy with company.
• Regional Director / VP should also contact GCL if
  the company appears to be good candidate for the
  GCL Program.