CRM/Sponsorship
What do Corporates Want?
6 June 2008
© 2007 good values
16 Old Bond Street
3rd Floor
London W1S 4PS
Tel: 0771 423 7664
E: paulg@goodvalues.co.uk
E :jacquie@goodvalues.co.uk
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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, addressing
Business/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”
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Inside the head
of a Corporate
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)
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Why are they saying this?
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
44% want the environment to be a priority focus for co’s.
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Why & How do Corporates
engage in CSR?
CRM - an integral part of CSR Umbrella
CSR
Environment: Community: Workplace:
*Energy
*Transport
*Emissions
*Recycling
*Consumption
*Sustainability
*Charities
*Consultations
*Investment econ
& Social dev
*human rights
*Local partnerships
*Volunteering
*Welfare to work
*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
Where can CRM be applied across CSR?
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Charity needs to Think…
•Win-Win
R
•BIGGE
•Out of the Box
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Think Win :Win
Corporate:
Charity:
ROI
• Bottom line-sales; £;%share
• Cash
• Differentiation
• Gifts in Kind
• Brand Equity & Trust
• Brand Awareness
- amongst customers, B2B etc
• Brand Image
• Employees:
• Propensity to Support
-recruitment, retention, motivation
(existing/lapsed/new supporters)
Team morale
• Success  secure more FR
• Demonstrates good CSR
• Stakeholder relations
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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- 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%
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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 brand
and objectives
The Cause
Heartland
Societal impact meets a clear
societal need
Relevant and emotive to
stakeholders
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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
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Thank you
Any Questions?
Jacquie Irvine
Co-Founder
Phone: 07786 545760
jacquie@goodvalues.co.uk