Transcript Measuring Your Corporate Community Investment

Measuring Your Corporate
Community Investment
Molly Cartmill
Director – Corporate Community Relations
January 25, 2005
Corporate Community Investment
Sempra Energy’s Key Measures
► Community/social
► Relationship
value
value
► Public relations value
► Employee value
► Business value
Corporate Community Investment
Measuring community/social value
► Audience
reached/helped
 How many people ultimately helped?
 Characteristics of those helped?
►Poor,
homeless, immigrant, youth, elderly, sick, etc.
►Ethnicity, gender, other demographic statistics
 Degree to which needs were met in community?
 Impact of gifts?
Corporate Community Investment
Measuring relationship value
Ability of grant to develop, reinforce or enhance
relationship?
► Opportunity to build strategic alliance?
► Ability to leverage involvement through multiple
relationships?
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Business leaders
Community/opinion leaders
Policymakers
Customers
Employees
Ability to test bottom-line impact of relationships over
time?
Corporate Community Investment
Measuring public relations value
►
Advertising
 Traditional (television, radio, print, online, outdoor)
 Non-traditional (event-related programs, newsletters, banners, etc)
 Measured in advertising equivalency
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Press “hits”
 Coverage in non-paid media
 Measured in advertising equivalency
►
Positioning opportunities
 Company
 Company leaders/employees
Corporate Community Investment
Measuring employee value
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Employee passion for cause?
 Willingness to volunteer?
 Participate?
 Raise/contribute own money?
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Leadership opportunity for key employees?
 Development opportunity?
 Leadership training?
►
Employee stewardship
 Investment enhanced by employee involvement
 Appropriate positioning opportunity for individual?
Corporate Community Investment
Measuring business value
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Support marketing activities?
 New business development?
 Enhance customer relationship?
►
Recruit skilled employees?
 Generally, people want to work at a company that is considered a
strong corporate citizen
 Specifically, support of higher education, career fairs, workforce
development programs
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Provide service or benefits to customers?
 Low-income customers, seniors, young people, etc.
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Offset business entertainment/hospitality costs?
Who is there for us for times get tough?
Corporate Community Investment
Programs that contribute the most
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Those that contribute the most to the bottom line provide
value on multiple levels
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Examples
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San Diego Dialogue
Ocean Oasis/SD Natural History Museum
LJ Music Society/NPR/KPBS
Children’s 10Mobile (Children’s Hospital/KGTV Channel 10)
Value of Corporate
Community Investment
Kristy Gregg
Vice President – Marketing & Community Relations
San Diego National Bank
January 25, 2005
Corporate Community Investment
San Diego National Bank Key Values
► Value
of establishing a philanthropic presence
► Employee value
► Business/client value
► Marketing/Public relations value
► Determining to whom we give
► Programs that provide value on multiple levels
Corporate Community Investment
Establishing a Philanthropic Presence
► History
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of SDNB
How we got started
Starts from the top down
Supporting our staff
Supporting our community
► Community
Reinvestment Act (CRA)
► Arts, culture, walks, events, etc.
► A better place to live, work and play
Corporate Community Investment
Employee Value
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Employee volunteerism
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Willingness to volunteer
Passion for cause
Raise/contribute own money
Generally, people want to work at a company that is considered a
strong corporate citizen
Leadership opportunity for key employees
 Development opportunity
 Leadership training
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SDNB Action Squad
 Encourages team work
 Allows opportunities for learning how to volunteer
 Pride in SDNB and themselves
Corporate Community Investment
Business/Client Value
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Banking is a competitive business
 New business development
 Enhance customer relationship
 Generally, customers appreciate the fact that SDNB is a good
corporate citizen
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Provide service or benefits to customers
 Low-income customers, seniors, young people, etc.
 Allows opportunities for customers to get involved
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Offset business entertainment/hospitality costs
 Dinners, golf tournaments, etc.
Corporate Community Investment
Marketing/Public Relations Value
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Advertising
 Traditional (television, radio, print, online, outdoor)
 Non-traditional (event-related programs, newsletters, banners, etc)
 Measured in advertising equivalency
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Press “hits”
 Coverage in non-paid media
 Measured in advertising equivalency
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Positioning/branding opportunities
 Company
 Company leaders/employees
Corporate Community Investment
Determining To Whom We Give
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Employee requests
Leadership opportunities
Client requests
 Non-profits
 Good customers
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Opportunity for PR we may not otherwise achieve
Ability to leverage involvement through multiple
relationships
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Business leaders
Community/opinion leaders
Policymakers
Customers
Corporate Community Investment
Programs That Provide Value
on Multiple Levels
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Examples
March of Dimes
Make a Wish
KIFM Radio - Teachers are Heroes
Channel 7/39 TV - Safety on Line – Child Abuse Prevention
Foundation
 LEAD, San Diego
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Corporate Community Investment
► PETCO’s
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Key Measures
Community Impact
Partnership Support
Public Relations Value
Media Interest
Business Synergies
Corporate Community Investment
► PETCO
In The Community
 How will animals benefit from contribution?
 How much do we already invest in the given
community?
 What impact will this have on the community or
region?
 What is our existing relationship with the
community under consideration?
 How do we keep it local?
Corporate Community Investment
► PETCO
Partnership Building
 How will this contribution help our partner(s)?
 Are there additional ways we can provide
support?
 Can we leverage that partnership within the
community?
 Can our partner(s) help us tell our story?
►Third
party endorsement of our efforts?
►Speak on our behalf in the community?
Corporate Community Investment
► PETCO
in the Public Eye
 How do our efforts enhance our brand amongst
our various publics?
 Do our contributions have a positive impact on
the perception of our brand in the community?
 Do they create a mindset that we are part of
the community?
 Does the goodwill we create make us the
preferred choice among our customers?
Corporate Community Investment
► PETCO
in the Press
 What interests the
media?
 What efforts garner
more coverage?
 What is the value of
that coverage?
 How does that
coverage affect our
perception in the
community?
Ad Value
$250,000
$200,000
$150,000
$100,000
$50,000
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Corporate Community Investment
► The
Business of PETCO/PETCO Foundation
 Is it the right thing to do?
 Can efforts be applied in multiple markets?
 Look at opportunities to build alliances
►Online
adoption partner Petfinder.com
►San Diego Chapter of Make-A-Wish Foundation
►San Diego Humane Society and SPCA
►San Diego Chapter of American Red Cross