Executive Engagement:
The 3-Tiered Approach to Success
TARSHA WHITAKER CALLOWAY
Director, Executive Engagement and
Integration
American Cancer Society
POWERED BY:
#NPPROLeadership
Executive Engagement &
Corporate Citizenship
Executive Engagement: Multi-dimensional Engagement Platform
Going beyond the executive level to deliver successful fundraising initiatives
POWERED BY:
#NPPROLeadership
Realizing six “success factors” for executive level
engagement
Integrating the strengths of a nonprofit leader to build
sustainable collaborations
Leveraging multi-dimensional opportunities through
collaborations for successful outcome
Deploying an engagement model to create a sustainable
corporate partnerships
POWERED BY:
Percentage change in median giving for companies
giving at least 10% more in 2013 than 2010*
Giving
increased for 64% of
companies since the end of Great
Recession, but growth has slowed in
recent years.
+21
+17
+6
2010-2011
2011-2012
2012-2013
Investing in community is good for business.
Service companies are giving more non cash.
Pro bono service increase
*CEPC. The Conference Board. Giving in Numbers 2014 Report
EXECUTIVES
EXECUTIVES
They want to be involved in corporate citizenship and want to impact change!
*Almost 60% of companies have
an executive leading corporate
citizenship – a 74% increase over
what was reported in 2010
*Majority of business executives
believe corporate citizenship
contributes to company success,
return value to shareholder,
require additional investment
*Executives want to be
responsible leaders working to
create the world in which we
want to business and want to live
*By investing in corporate
citizenship, executives are
meeting challenges and
differentiating their companies
*2014 BOSTON COLLEGE CENTER FOR CORPORATE CITIZENSHIP
What are CEOs and executives actually saying….
“Our belief is that corporate philanthropy
expands the business. If you do the right thing,
you expand the capabilities of your customer
base, business and society.”
-Ivan Seidenberg, Chairman and CEO, Verizon
Communications Inc.
“Through philanthropy, we can develop new
innovation, models, and programs that can be
brought to scale by government.”
-Ron Williams, Chairman and CEO, Aetna
We all have to get personally involved and
contribute to sustainable solutions—not any
one group can do it alone.”
-Bill Weldon, Chairman and CEO, Johnson &
Johnson
CEOs agree that direct engagement in social issues and corporate citizenship critical
What do you think is the appropriate role of a corporate executive in solving a
social problem and getting personally involved in philanthropy?
Drive the Solution: Take leadership and ownership
over getting results
50%
Part of the Solution: Collaborate in problem solving
without seeking a leadership role
42%
5%
Fund the Solution: Primarily contribute
cash/resources
3%
Invest Pragmatically: Address a social problem only if
it connects directly to shareholder value
Do Not Engage: Business should have a negligible role
in solving social problems
SOURCE: CECP Board of Boards CEO conference
0%
"More will be expected from
market leaders and globally
successful companies, and those
companies who are most involved
will be most successful, creating an
upward spiral."
–Mike Duke, President and Chief
Executive Officer, Wal-Mart Stores,
Inc.
“No capitalism without character”
Exclusive
Membership
High-Profile
Non-Profit
Brand
Collaboration
Success
Factors
Contribution
of In-Kind
Services
Long Term
Direct
Involvement
Exclusive opportunity and well defined requirements and the ‘ask’. Participation are often by
invitation only or via meeting minimum company size and/or revenue minimums. Most
require a minimum financial investment or mission delivery commitment.
Atlanta
CEO
COUNCIL
BECOME THE CONVENER FOR
PHILANTHROPHIC COLLABOATION
Collaboration with all stakeholders affected by the mission of the organization.
Pursuit of partnership in industries whose goals are closely aligned with the nonprofit’s mission. As a
result, many projects are directly funded and implemented by member companies rather than the
nonprofit itself.
Direct executive involvement in developing high-impact initiatives that achieve both
business and mission goals. Creating a unique and innovative projects that have high level
social impact
Contribution of in-kind services, rather than direct dollars. The nonprofit serves as a
deal broker or collaborator. Funds do not “pass through” the nonprofit, yet they get
credit for mission impact.
Multi-year, multi-million dollar, long team “investment projects” that include multiple
collaborators (companies, governments, and other nonprofits) to achieve impact on a
large scale.
High-profile nonprofit brands or cause branding platforms that increase visibility.
What is your value…
A well defined description of why organization both needs and merits philanthropic support.
Exclusive
Membership
High-Profile
Non-Profit
Brand
Collaboration
Success
Factors
Contribution
of In-Kind
Services
Long Term
Direct
Involvement
Real-world examples of sustainable value creation partnerships that is executive led
Economy One
Corporation
UNITED
WAY
$3.6M
VALUE
WALMART
National
Disability
Institute
90 Local United
Way VITA
Campaigns
22
Real-world examples of sustainable value creation partnerships that is executive led
Dana Farber Cancer
Institute
UNITED
WAY
Bringham &
Women’s Hospital
$520,000
VALUE
WALMART
Zanmi Lasante
(GLOBAL)
Mass General
Hospital
Partners in Health
23
Real-world examples of sustainable value creation partnerships that is executive led
VALUE
$150K*
VALUE
2013
2014
$70K*
$400K*
VALUE
1Q2015
Corporate Partners
A collective body through CEOs Against Cancer
*Estimated revenue
Leverage executive relationships to maximize corporate support and external market penetration
Executive
Engagement
Corporate
Support
Employee
Involvement
Collaboration Model
Leverage executive relationships to maximize
corporate support and external market penetration
MAJOR GIFTS
AFFINITY GROUPS
ADVOCACY
MISSION
SPONSORSHIPS
EXECUTIVE
ENGAGEMENT
CAUSE
MARKETING
EVENTS
DISTINGUISHED
EVENTS
EMPLOYEE
ENGAGEMENT
Realizing six “success factors” for executive level
engagement
Integrating the strengths of a nonprofit leader to build
sustainable collaborations
Leveraging multi-dimensional opportunities through
collaborations for successful outcome
Deploying an engagement model to create a sustainable
corporate partnerships
POWERED BY:
Executive Engagement &
Corporate Citizenship
Tarsha Whitaker Calloway, MS, MBA
Director Executive Engagement & Integration
American Cancer Society, Inc.
POWERED BY:
#NPPROLeadership