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  • 1. WFP and the Private SectorForging New Partnerships Against Hunger CSR in Action 1-4 April 2013 Dubai, UAE
  • 2. About WFP About WFP• No.1 humanitarian organization fighting hunger• Emergency operations + long-term programmes• 90 million beneficiaries each year• 70 countries
  • 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. Private Partnership Units Beijing London Tokyo NY Seoul Rome DC Dubai Bangkok Jakarta Sydney
  • 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. 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. 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. 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. WFP Online Fundraising Campaigns
  • 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. 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. 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. Partnership Examples… How Can We Work Together?
  • 14. The Online Deal
  • 15. The Online Deal with Third-party
  • 16. The Hotel Checkouts
  • 17. The Percentage on Sales (CRM)
  • 18. The Freerice Contest
  • 19. The Online Game
  • 20. The Donation Link
  • 21. The Celebrities Merchandising
  • 22. The Charity Album / 1
  • 23. The Charity Album / 2
  • 24. The Facebook Application
  • 25. The CSR website & Altruist page
  • 26. The Gift-Matching Campaign
  • 27. The Marathon
  • 28. The Auctions
  • 29. The Art Fair/ExhibitionsFarjam Collection Art Dubai / Dubai Design Days
  • 30. The Gala Dinner
  • 31. The Raffle
  • 32. The Pro Bono Agencies
  • 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. Thankyou!World Food ProgrammePartnership Division │ Middle East, North Africa & the GulfInternational Humanitarian CityDubai, UNITED ARAB EMIRATES