Checkbook philanthropy is a thing of the past. Innovative approaches to corporate giving allow companies to target specific social outcomes to create social and business value. Come to this session to hear different points of view about the corporate giving landscape and how to maximize your philanthropic investments, including open campaigns, team-driven giving, and more.
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Trends in corporate giving
1. Trends in Corporate Giving
Moderator: Kate Rubin, Teaching Fellow, Boston College Center for Corporate Citizenship
Christi Cruz, Senior Manager, Corporate Marketing & Community Investment, TELUS
Stephanie Lomibao-Parra, Senior Vice President / Environmental Social Governance Philanthropy Manager,
Bank of America
Christina Rehkop, Manager, Community Relations, Devon Energy
Ashley Rossman, Senior Manager, Community Engagement, BECU
5. Trends in Corporate Giving
Stephanie Lomibao-Parra
@BofA_News @BankofAmerica @StephanieLomiba
Stephanie.Lomibao@bankofamerica.com
2018 International Corporate Citizenship Conference
Boston College Center for Corporate Citizenship
April 10, 2018
Los Angeles, CA
6.
7. Council on Foundations. Increasing Impact, Enhancing Value
A Practitioner’s Guide to Leading Corporate Philanthropy. 2012.
8.
9.
10. Leveraging cause
marketing to drive social
and business value
Resilience, responsibility and results
Christi Cruz | Senior Manager, Community
Investment & Corporate Marketing
@TELUS | @mycispace
11. #1 Canadian telco
for brand reputation
Revenue at $12.8 billion
2nd largest telco in Canada
Ranked Canada’s #1 most trusted mobile provider
53,000 employees worldwide; 30,000 + in Canada
1st Canadian company to win the AFP International’s
most philanthropic award
12. Clarify ownership
Clearly define ownership of key decision
making both within your organization
and with charitable partners.
Create a social purpose driven
organization
Embed, Educate and Energize the
organization around one social purpose.
Leverage core capabilities
Align cause marketing with core
business capabilities, products,
services and operations.
Build in support resources as
results prove successful
Create points of success that require
additional resources to be provided by
participating business units.
Understanding
cause marketing
13. Find proof points
Continue to find proof points that tie the
the sale to the cause. Understand which
assumptions can be made and which
need to be proven.
Be prepared to show data driven
rationale to marketing
Rely on proven studies showing
increasing customer interest in
organizations that support causes.
Get a seat at the table
Report on community driven
sales in the same manner/forum as
the marketing teams.
Reframe the game .
Lead thinking around charitable sector
to be more about supporting small
businesses who invest their profit into
social good vs charities who have little
business value.
Overcoming
cause marketing challenges
16. Technology Integration
• Before technology vendor
• Excel spreadsheets
• Access database
• Sharepoint Surveys
• Paper gift match with manual entering
• After technology (Profits4Purpose, Benevity)
• One location for all giving/volunteer program information
• No back and forth with non-profits for verification (receipt upload)
• Saw a steady increase in participation in programs with the ease of
technology
17. Gift Match Program
• Early years: paper process, $25 minimum donation, $500 matched per
employee per year
• Increased amount from 500- > 5,000 per employee
• Increased satisfaction & better story
• Overall budget didn’t change dramatically
• 2018- increase to $7,500 per employee
• Eliminated minimum amount
• Included $25 see money for all employees with a 60 day window to use it
• Average annual match amount is $1,142
• 10-12 employees max out per year
18. Leveraging Internal Surveys
• Add demographic question to survey
• Strong correlation between participation in our programs and
higher favorability responses across the board
• BECU CARES question was at the end, and we were able to sort the
data based on how employees answered that question. Please select the
BECU CARES programs that you participate in (select all that apply)
Gift Match program
Community Time Off (paid volunteer time off)
Team leaders (race/walk/bike etc)
Volunteer Recognition (logging personal volunteer hours)
BECU Foundation Fundraisers (Raffles, BBQ, Pot of Gold, etc)
I do not participate any BECU CARES programs
19. Key takeaway: 10% differential in overall job satisfaction for people who do vs do not participate in
programming.
Increased favorability in the following areas: Diversity & Inclusion , Satisfaction, Development &
Advancement, Member Focus
Leveraging Internal Surveys
21. Who is Devon?
• Among the largest independent
producers in North America
• Headquartered in OKC; one of the largest
companies in Oklahoma
• S&P 500 Index
• Fortune 100 Best Companies to Work For
• Victory Media: Top Military Friendly
employers
@DevonEnergy
22. Managing CR during a downturn
What’s next?
2015 today – A lot of Change!
• Step #1: Data!
– Peer benchmarking data
– Internal stakeholder interviews
– Community assessments
• Step #2: Defining the strategy
– Set the budget
– Define our focus areas
– Develop a long-term strategy
• Significantly grow our STEM funding by 2020
24. Managing CR during a downturn
• Step #3: Communicating the Strategy
– Vet plan with internal stakeholders
– Present the plan to executive leaders
– Host STEM affinity group meetings with key leaders
• Step #4: Implementing the Strategy
– Back to research
– Communicate with partners
– Encourage Innovation – Develop new programs/refine existing programs
• Step #5: Reporting Results
– Be accountable to executive leadership, department leaders, employees and the
community
25. Trends in Corporate Giving
Moderator: Kate Rubin, Teaching Fellow, Boston College Center for Corporate Citizenship
Christi Cruz, Senior Manager, Corporate Marketing & Community Investment, TELUS
Stephanie Lomibao-Parra, Senior Vice President / Environmental Social Governance Philanthropy Manager,
Bank of America
Christina Rehkop, Manager, Community Relations, Devon Energy
Ashley Rossman, Senior Manager, Community Engagement, BECU
