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Creating effective corporate partnerships with charities

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Jeremy Bliss, Head of Company Client Relations, Charities Aid Foundation Stephi Brett, Community Affairs Manager, Sainsbury's
Creating Loyalty Through Partnership
CAF Philanthropy Services
and Sainsbury‟s
12 June 2013
Why are we here today?
Charities Aid Foundation (CAF) is comprised of CAF Bank, CAF Venturesome and CAF Philanthropy Services. CAF Philanthropy Services works with individual, family and corporate donors globally to optimise their impact through advisory and transactional services.
Through our work with corporate clients we recognise the power of partnerships in increasing customer loyalty.
We are working with Sainsbury's to develop charity partnerships as part of its community investment strategy
2
Presentation Outline
Role of partnerships in creating loyalty
Key principles of successful partnerships
A case study from Sainsbury‟s Looking forward
3
Research shows corporate responsibility matters to customers
A company‟s responsible business practices influence purchasing decisions
2
42% of UK consumers bought products primarily for ethical reasons
50% chose products/ services based on a company‟s reputation
Cause
-
related marketing campaigns increase affinity scores
1
7 out of 10 campaign participants reported a positive impact on their behaviour or brand perception
48% switched brands or increased use of a brand Sources:
1.
Brand Benefits, BITC and Research International, 2004.
2.
Ethical Consumer Markets Report, The co
-
operative, 2012.
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Corporate Responsibility is one driver of brand equity and customer loyalty Corporate Responsibility
Products & services
PR, Marketing
Brand Equity
credibility and perception
Customer loyalty
Sustainable behaviour
Positive social change
Differentiation
Revenue Growth
Charity partnerships play a distinct role in creating customer loyalty
Volunteering
Fundraising
Corporate Grants
Cause
-
related Marketing
Advocacy
Partnership
Customer outcomes:
Changed brand perceptions
A new dialogue centred on values
Different customer experience Changes in behaviour
Company aims:
Bring values to life
Enhance reputation
Engage employees
Create differentiation
Companies have different motivations for forming partnerships
Enhanced customer loyalty & social change
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What do you want to be?...
Companies build customer loyalty through partnerships in different ways
In partnership with the Scout Association, B&Q supported over 144,000 young people to 'Do1Thing' in their communities in 2012 to renovate or create community spaces. Boots and Macmillan Cancer Support work together to share information about living with cancer online and in communities. Employees have raised £6m and have volunteered for +1,000 hours.
Pret partners with small homeless charities and projects including Astell Foundation and Ace of Clubs in London. Pret provides project management and financial support and has raised +£1.1m nationwide.
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Although approaches differ, successful partnerships share common principles SHARED MISSION AND VALUES
CREDIBLE AND CREATIVE
INVESTOR VS. FUNDER
OPEN DIALOGUE
INFINITE NOT FINITE
FOCUS ON OUTCOMES
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Bringing these principles to life -
Our partnership with Sainsbury's
The value of a charity partnership
Principles of success
Creating shared value drives customer loyalty
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Case Study: Sainsbury‟s local charity scheme
5
th
year of scheme
Customers and colleagues vote for new Local Charity in their store
„Local‟ really important for customers
Raised over £5m for Local Charities since 2009
Over 7,000 days volunteered by colleagues
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2013 Local Charity re
-
launch:
100,000 paper nominations in store
Over 10,000 online nominations
1,250 individual charity partnerships
Most re
-
tweeted corporate blog
Case Study: Sainsbury‟s local charity scheme
12
See video
Case Study: Sainsbury‟s local charity scheme
13
Betel of Britain:
Dedicated to helping homeless and unemployed people get back on their feet
Partnered with store in Birmingham
Store customer metrics stepped up significantly
Drove colleague engagement Customer satisfaction measure increased
“… It's not just a partnership -
we've also become really good friends”
Case Study: Sainsbury‟s local charity scheme
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Case Study: Sainsbury‟s local charity scheme
Mutual understanding of ways of working
Dual vision and purpose
Sharing of knowledge
Building relationships beyond the partnership
Creating significant partnerships
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How these partnerships create and sustain loyalty:
Case Study: Sainsbury‟s local charity scheme
Colleague morale –
more than the day job
Improved customer service
Sainsbury‟s seen as part of the community
Connecting with customers on another level –
beyond shopping
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In summary
DRIVE INNOVATION
INSPIRE CHANGE
DELIVER OUTCOMES
Given the right environment and level of commitment and creativity, a partnership can deliver benefits on many levels... To think about...
1.
What does customer loyalty mean to you and your brand equity?
2.
What role do you want to play as a partner?
3.
What difference could partnerships make to your employees and customers?
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Thank you
Jeremy Bliss
Head of Corporate Clients
Charities Aid Foundation jbliss@cafonline.org Stephi Brett Community Affairs Manager, Corporate Affairs Sainsbury's Supermarkets Ltd. stephi.brett@sainsburys.co.uk Klara
Kozlov
Senior Advisor –
Corporate Clients
Charities Aid Foundation
kkozlov@cafonline.org 
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