WFP and the Private SectorForging New Partnerships Against Hunger CSR in Action 1-4 April 2013 Dubai, UAE
About WFP About WFP• No.1 humanitarian organization fighting hunger• Emergency operations + long-term programmes• 90 million beneficiaries each year• 70 countries
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)
Private Partnership Units Beijing London Tokyo NY Seoul Rome DC Dubai Bangkok Jakarta Sydney
Our Role, Our TargetsFUNDRAISING… …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
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
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
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
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
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
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.
Partnership Examples… How Can We Work Together?