Global Corporate Leadership
Managing Donor Relationships
ผูจ้ ดั การความสัมพันธ์ของ บริ ษทั ผูบ้ ริ จาค /
Frank Watson
Charlie Guare
Bangkok, Thailand – 30 June, 2011
기업 기증자 관계 관리 / 管理公司捐赠的关系
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 do’s
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
3
Expectations
ความคาดหวัง
期望
기대
期待
Harapan
उम्मीदें
Share concerns/questions
United Way Global Corporate Leaders
3M
Abbott
Accenture
Aetna Inc.
Agilent Technologies,
Inc.
Air Products
Alcatel-Lucent
Allstate
American Express
AT&T
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
C&S Wholesale Grocers,
Inc.
Cargill
Caterpillar Inc.
Ceridian Corporation
Chevron Corporation
Chrysler LLC
Citigroup Inc.
Citizens Financial
Group, Inc.
Colgate-Palmolive
Comcast
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
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
Lowe’s Companies, Inc.
Macy’s, 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
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, In
U.S. Bank
United Airlines
United Technologies Corpora
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
Asia Pacific Regional Targets
Global Corporate Leadership (GCL)
• Bank of America
• GE
• Cargill
• General Motors
• Citigroup
• IBM
• Costco Wholesale
• Johnson & Johnson
• Deloitte LLP
• Motorola
• Exxon
• Pfizer
• FedEx Corporation
• Procter & Gamble
• Ford Motor Company
• PricewaterhouseCoopers
Others?
อื่น ๆ ?
其他？
기타?
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: AT&T, GE, Intel,
Johnson & Johnson, Microsoft,
Proctor & Gamble, etc.
Global Corporate Leadership Benefits
Companies
 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
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
United Way Worldwide
• Understanding the corporate “customer”
• What the company wants from UW
• Local, National, Regional and Global roles
Corporate and employee engagement
Corporation
Corporate
Social
Responsibility
Employee
Engagement
• Workforce campaign
• Grants (education,
• Volunteerism
income, health, 2-1-1)
Consumer
Engagement
• Cause marketing
• Licensing
• Leadership development
• Corporate contributions
• Sponsorships
• Loyal Contributors
• International Donor
• Business partnerships
Advised Giving
Goal: to drive revenue and relationships
United Way support of Agilent Technogies
Marketing/
Communications
Literacy and Education
Leadership
UWW: Stacey Stewart
UWW: Brian Gallagher
Jose Ferrao
UWW: Amanda Ponzar
Amber Gomez
Key Market United Way
UW Australia
Primary Contact Doug Taylor
United Way Worldwide
Main Points of Contact
GCL Charlie Guare
+ UW Silicon Valley USA
International Engagement
UWW: Regional VPs
GCL/Frank Watson
Volunteerism
International Grants
UWW: Mei Cobb
UWW: Kendra Davis
Sponsorship
Women’s Leadership
UWW: Karsten Halusa
UWW: Linda Paulson
Sample Employee Engagement
Volunteerism:
United Way Board Seats:
Affinity Groups:
Loyal Contributor Program:
Sample Corporate Social Responsibility
Education, Income and Health Grants:
Disaster Relief Grants:
International Donor Advised Giving (IDAG):
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
Fusion—5.345 million viewers for the Bank of America
500 race; NASCAR PR provided 147,809,819 media
impressions, a $3.5M value
 Target’s Facebook challenge resulting in $90,000
Education Grant
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
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
Global Corporate Leaders LIVE UNITED
17
HELLO – OVER HERE!!
Publicize the Campaign —create a buzz:
Can you think of
other ways to
publicize?
email**
Decorate
break rooms
with UW
theme
**eWay has targeted email capabilities
18
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
19
Leveraging volunteers
With limited resources engage the following:
•
Board members
•
Campaign cabinet
•
Employee campaign coordinators
•
Volunteer project leaders
•
Others?
Relationship Management
Relationship building tips
Start with existing donors.
Learn their interests (and record them somewhere).
Talk about what they’re interested in.
Don’t 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.
22
Engagement with your corporate partners
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.
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.
Let’s 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.
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

Board Member - India
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.
Table discussion
•
What do corporations in your community expect from your
organization?
• บริษัท ทำในสิ่ งทีค่ ำดหวังของคุณหรือไม่
• 什么公司期望吗？
• 기업들이 당신에 대해 무엇을 기대합니까?
– Workplace fundraising campaigns
– Volunteer opportunities for their employees
– Knowledge
– Recognition for their charitable gifts
– Advice: Corporate Social Responsibility
11 National Benchmark Campaign
Techniques
Appoint campaign chair
Set goals & track results
Conduct effective educational
campaign
Increase # of campaign volunteers
Establish steering committee
Recruit department
coordinators
Promote value of corporate gift
matching program
Utilize local United Way staff
Conduct executive briefings resources
Encourage leadership giving
Organize volunteer activities with
recruitment and recognition efforts
Principles & Protocols of Account Management
ครู ใหญ่และโปรโตคอลของการจัดการบัญชี
校长和账户管理协议
교장 및 계정 관리 프로토콜
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 donor’s interest in mind, never placing the donor in the position
of choosing between them, and to nurture the donor’s engagement in each
community in which the donor has an interest.
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.
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@uww.unitedway.org) for info on UWW’s cultivation strategy
with the company.
•
Frank will coordinate call with corresponding company’s 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.
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 there’s 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.