WFP and the Private SectorForging New Partnerships Against Hunger                                CSR in Action            ...
About WFP                 About WFP• No.1 humanitarian organization fighting hunger• Emergency operations + long-term prog...
CSR: It really works!• 75% of people below 40 inthe Middle East and Africa arewilling to pay more for sociallyresponsible ...
Private Partnership Units                                       Beijing              London                             To...
Our Role, Our TargetsFUNDRAISING…  …through partnerships with the private sector:  Corporations:                    Indiv...
WFP’s USPs What makes us the ideal CSR partner? o The world’s largest humanitarian organization o The lead agency in times...
Main Partnership Mechanisms          o   One-off donation          o   Cause Related Marketing (CRM)          o   Fundrais...
Self SustainabilitySUPPORTING FIELD OPERATIONS…  …by weighing as little as possible financially:  o No marketing budget   ...
WFP Online Fundraising Campaigns
WFP Online Fundraising Tools1. Raising funds online:  – Co-branded donation pages LINK  – Co-branded websites (Altruist) ...
Promoting Partnershipso   Joint eventso   Joint press releaseso   Co-branded ATL media campaignso   Co-branded online dona...
Main Co-branding Ruleso   Photo credit wherever WFP    photos are used:    •   WFP/Name of Photographero   Buffer word(s) ...
Partnership Examples…    How Can We Work       Together?
The Online Deal
The Online Deal   with Third-party
The Hotel Checkouts
The Percentage on Sales (CRM)
The Freerice Contest
The Online Game
The Donation Link
The Celebrities Merchandising
The Charity Album / 1
The Charity Album / 2
The Facebook Application
The CSR website & Altruist page
The Gift-Matching Campaign
The Marathon
The Auctions
The Art Fair/ExhibitionsFarjam Collection   Art Dubai / Dubai Design Days
The Gala Dinner
The Raffle
The Pro Bono Agencies
Our MOo   Prospecting:    •   Business plan    •   Research/news monitoring/WoM    •   Meetings    •   Networking eventso ...
Thankyou!World Food ProgrammePartnership Division │ Middle East, North Africa & the GulfInternational Humanitarian CityDub...
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Fundraising

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Fundraising

  1. 1. WFP and the Private SectorForging New Partnerships Against Hunger CSR in Action 1-4 April 2013 Dubai, UAE
  2. 2. About WFP About WFP• No.1 humanitarian organization fighting hunger• Emergency operations + long-term programmes• 90 million beneficiaries each year• 70 countries
  3. 3. CSR: It really works!• 75% of people below 40 inthe Middle East and Africa arewilling to pay more for sociallyresponsible products andservices (global average: 63%).• 72% would work for them.• 72% would invest in them.• 53% could pay extra for theirproducts/services.• No.1 cause among socially conscious consumers in theregion: ‘Eradicate Extreme Poverty & Hunger’(vs. ‘Support Small Businesses and Entrepreneurs’ in the US and‘Ensure Environmental Sustainability’ in Europe, Lat. America and Asia/Pacific)
  4. 4. Private Partnership Units Beijing London Tokyo NY Seoul Rome DC Dubai Bangkok Jakarta Sydney
  5. 5. Our Role, Our TargetsFUNDRAISING… …through partnerships with the private sector: Corporations: Individual donors: o Cash donations o Public o Fundraising drive o HNWIs - Employees o Artists - Clients o Students o Pro bono services - Visibility / Media space - Campaign development
  6. 6. WFP’s USPs What makes us the ideal CSR partner? o The world’s largest humanitarian organization o The lead agency in times of emergency o Tackling all MDGs through food o Handling all operations from A to Z o $0.25 only to feed a hungry child for a day o Possibility to sponsor a specific program/country o Personalized CSR campaign o Largest operation in the Muslim world / OIC o Available stories, photos and videos
  7. 7. Main Partnership Mechanisms o One-off donation o Cause Related Marketing (CRM) o Fundraising appeal o Fundraising event o Auction o Game/competition o Grant matching o Visibility agreement o Pro bono service
  8. 8. Self SustainabilitySUPPORTING FIELD OPERATIONS… …by weighing as little as possible financially: o No marketing budget - Fully sponsored media campaigns - Visibility agreements - Capitalizing on WFP’s ready-to-use fundraising tools, campaigns and tactics
  9. 9. WFP Online Fundraising Campaigns
  10. 10. WFP Online Fundraising Tools1. Raising funds online: – Co-branded donation pages LINK – Co-branded websites (Altruist) – Competitions (e.g. Freerice)LINK2. Dragging in the web community: - (Co-branded) web banners - Donate buttons LINK - E-mailers - Donation links on Facebook/Twitter3. Following-up: - Monitoring reports - Thank you email/videos LINK
  11. 11. Promoting Partnershipso Joint eventso Joint press releaseso Co-branded ATL media campaignso Co-branded online donation pages >> Altruisto Co-branded flyers/posterso WFP logo or web banners on partners’ websiteso Facebook/Twitter posts thru HQ/RBo PSAs with Celebrity Partnerso Visibility itemso Videoso SMS
  12. 12. Main Co-branding Ruleso Photo credit wherever WFP photos are used: • WFP/Name of Photographero Buffer word(s) before or on For each night top of the WFP logo: WFP/Josh Estey = 1 schoolchild fed • In support of: for a week • Supporting: Each time you spend a nigh in any Jumeirah hotel or resort, we make • Helps a donation to the UN World Food Programme to • Supports feed a schoolchild in need with nutritious school • An initiative supporting: meals for a whole week. Supporting:o Legal disclaimer in micro-text on any materials featuring commercial brands/products: • WFP does not endorse any WFP does not endorse any product or service. service or product.
  13. 13. Partnership Examples… How Can We Work Together?
  14. 14. The Online Deal
  15. 15. The Online Deal with Third-party
  16. 16. The Hotel Checkouts
  17. 17. The Percentage on Sales (CRM)
  18. 18. The Freerice Contest
  19. 19. The Online Game
  20. 20. The Donation Link
  21. 21. The Celebrities Merchandising
  22. 22. The Charity Album / 1
  23. 23. The Charity Album / 2
  24. 24. The Facebook Application
  25. 25. The CSR website & Altruist page
  26. 26. The Gift-Matching Campaign
  27. 27. The Marathon
  28. 28. The Auctions
  29. 29. The Art Fair/ExhibitionsFarjam Collection Art Dubai / Dubai Design Days
  30. 30. The Gala Dinner
  31. 31. The Raffle
  32. 32. The Pro Bono Agencies
  33. 33. Our MOo Prospecting: • Business plan • Research/news monitoring/WoM • Meetings • Networking eventso Establishing partnerships: • Due Diligence • CO Funding Proposal (if specific country targeted) • MoU / SoC • Local pass-through • PR, communication, co-brandingo Reporting: • SalesForce • Weekly Outooks • Weekly Conference Calls
  34. 34. Thankyou!World Food ProgrammePartnership Division │ Middle East, North Africa & the GulfInternational Humanitarian CityDubai, UNITED ARAB EMIRATES

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