Lessons Learned in Corporate Philanthropy: Creating social & business value. Jill Schnarr Vice President, Community Affairs

Transcription

1 Lessons Learned in Corporate Philanthropy: Creating social & business value for TELUS & our local communities Jill Schnarr Vice President, Community Affairs Member of the TELUS team

2 Our Discussion TELUS & Corporate Social Responsibility Top 6 Lessons Learned in Corporate Philanthropy 1. Integrate your giving with your business strategy 2. Align your business practices with your causes 3. Enable your employees and retirees to give to the causes they are passionate about 4. Engage your customers in the effort 5. Use social media to create a movement for your cause & company 6. Create an ethical social enterprise Case studies of TELUS Go Pink & Community TTV campaigns

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4 Who are we?

5 We believe in our hearts and minds that in order to do well in business, we must do good in the communities where we live, work and serve. We are passionately committed to our community giving philosophy. Darren Entwistle, CEO, TELUS

6 Amount donated by TELUS and our team members to local Canadian charities since 2000

7 Our Areas of Focus COMMUNITY BOARDS Grants to grassroots charities Delegation of decisionmaking to local leaders Positive social outcomes CAUSE MARKETING Local community projects Tangible customer benefit Enhanced customer affinity & competitive differentiation HUMANITARIAN RELIEF Global/local assistance in response to disaster/crises Increased stakeholder involvement from customers CHARITABLE PARTNERSHIPS Local: Arts, Children s hospitals National: Sports, Health, Education Brand enhancement through affiliation EMPLOYEE/RETIREE SUPPORT Team TELUS Cares TELUS Day of Giving Employee matched donations Volunteer & Fundraising Grants TELUS Community Ambassadors Enhanced engagement & connection with employees & retirees

8 Cash donated by TELUS in 2010 to charities and non profits

9 $13 M $9 M $1 M $600 K Cash donated by our telecom peers in 2010 to charities and non profits

10 review of operations wireless Our commitment to the environment Canada s Best Environmental Corporate Citizen 10 year climate change strategy 117 M sheets of paper used in 2001 reduced to 40 M in K wireless devices recycled in 2010 Volunteer Green Teams LEED certified buildings Work Styles: Resident, Mobile, At Home 10

11 Our commitment to team and community 2011, 2010 Canada s Top 100 Employers 2011 Best Employer for New Canadians 2011, 2010, 2009 Canada s Best Diversity Employers 2010, 2009 Progressive Employers of Canada 2009 Canada s 10 most admired corporate cultures 2009, 2007, 2005, ASTD BEST awards 2008 Canada s Human Capital Leaders 2010 Most Outstanding Philanthropic Corporation in the world, AFP 11

12 Top 6 Lessons Learned in Corporate Philanthropy

13 Lesson #1: Integrate your giving strategy to support your business strategy

14 TELUS 2011 Priorities 14 Deliver on our future friendly brand promise to clients Optimize the potential of TELUS leading wireless and wireline broadband networks Drive market leadership position in SMB and healthcare Continue to improve TELUS operational efficiency to effectively compete in the market and fund future growth Raise TELUS team engagement and continue to drive the philosophy of Our Business, Our Customers, Our Community, Our Team, My Responsibility

15 Corporate Philanthropy Strategy Create symbiotic relationship with our customers: Contribute positively to local social needs license to operate Build TELUS brand and emotional appeal with our customers: Give customers another reason to buy from TELUS supplier of choice Enable team members & retirees to feel proud to work for TELUS: Facilitate their giving back to the community employer of choice

16 Lesson #2: Align your business practices with your particular cause, so that you re demonstrating more than a token commitment

17 TELUS Walk to Cure Diabetes

18 Supporting diabetes health management 18 TELUS #1 Healthcare IT Company in Canada Electronic Health Records for more than 5 million Canadians gives those with type 1 diabetes access to online health tools & monitoring devices for wellness, disease prevention & management TELUS bant iphone app to help teens manage Type 1 Diabetes TELUS Balance Campaign to raise funds for purchase of insulin pumps & CGMs

19 Lesson #3: Enable your employees and retirees to give to the causes they are passionate about

20 Team TELUS Cares 20 Employee Charitable Giving Fundraising Grants Dollars for Doers TELUS Day of Giving $7.2 million donated to charities in 2011 New program introduced in K hours & $851K donated in ,000+ TELUS volunteers on May 28, 2011

21 TELUS Community Ambassadors 21 Care Items 61,809 care items: kits for kids, care bears, comfort kits, heart pillows Local Fundraising Volunteer Clubs Volunteer Awards $200K in clubs & 1000 active retirees Annual Volunteer Awards Gala

22 Lesson #4: Engage your customers in the effort: tell them what you do in the community & treat them like advocates, not just as consumers

23 Inviting our customers to give where they live

24 Every Customer Counts 60 sec TV spot

25 Lesson #5: Use social media to create a viral movement for the cause & for your business

26 Social media at TELUS: Online Mentions Minimum monthly mentions of TELUS in external social media sites

27 Social media at TELUS: Twitter Twitter followers of all TELUS accounts

28 Social media at TELUS TELUS Twitter followers vs. competitors

29 Social media at TELUS: Facebook fans Facebook fans

30 Social media at TELUS TELUS Facebook fans vs. competitors

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32 TELUS Go Pink Campaign

33 TELUS pink Blackberry Curve outsold the iphone 4 the first 2 weeks of release

34 Go Pink Facebook fan page Launched Sept ,000 people turned their profile picture pink High English and French engagement $1 donated for each pink profile 6,273,112 positive media impressions

35 Go Pink. Pass it on Facebook fan page Facebook calls the TELUS Go pink Pass it on campaign one of the most successful cause marketing campaigns in history

36 Lesson #6: Create ethical social enterprise move beyond corporate philanthropy for both social change and business impact

37 Social change & business impact 37 $2.5M for digital mammography 60,000 pink blackberries sold $4.5M for local community projects 45,000 new TELUS TV customers

38 CTTV Campaign Summary Q Q Q Q Q Q Powell River Powell River General Hospital Foundation $15,000 Penticton Okanagan College Centre of Excellence $50,000 Lethbridge University of Lethbridge $350,000 Vernon Jubilee Hospital Foundation $175,000 Red Deer GH Dawe Community Centre $250,000 Kamloops North Shore Kamloops Library Computer Lab $125,000 Fort McMurray Northern Lights Health Foundation $134,300 Grande Prairie New aquatic and wellness multiplex $250,000 Abbotsford Abbotsford Hospice Society $225,000 Chilliwack Chilliwack General Hospital $124,700 Mission Zajac Ranch for Children $75,200 Cranbrook Kootenay Child Health and Development Centre $80,000 Sechelt St. Mary s Hospital Foundation $15,800 Prince George Cdn Cancer Society Northern Lodge $309,500 Quebec Operation Enfant Soleil $110,500 Quebec Association du Cancer de l Est du Québec $111,900 Ashcroft Ashcroft Food Bank $3,500 Victoria David Foster Foundation $237,00 Campbell River Campbell River Rotary Water Park $18,000 Kelowna Kelowna General Hospital Foundation $39,800 To date, $4.5M has been donated to 26 communities across BC, AB and QC Whitecourt Whitecourt Splash Park Airdrie Airdrie Boys & Girls Club Medicine Hat Medicine Hat Health Foundation Fort McMurray Keyano College Theatre

39 CTTV campaign win for community & for TELUS Builds needed community infrastructure and access Provides a tangible contribution that a customer can see Supports local governments and health services projects Provides access to corporate dollars for investment Gives customers another reason to buy from TELUS Allows senior managers to build relationships in their communities Improves the communities in which employees live Builds strong, stable infrastructure Strengthens a surrounding community s potential workforce

40 When brand value is strongly tied to reputation, corporate citizenship eclipses innovation, financial performance, workplace practices, governance and leadership as the leading influencer of public perception. Boston College Centre for Citizenship

41 Top 6 Lessons Learned in Corporate Philanthropy 1. Integrate your giving strategy to support your business 2. Align your business practices with your particular cause, so that you re demonstrating more than a token commitment 3. Enable your employees and retirees to give to the causes they are passionate about 4. Engage your customers in the effort 5. Use social media to create a movement for your cause & company 6. Create ethical social enterprise move beyond corporate philanthropy for both social change and business impact

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