The World Vision Brand is more than a name, symbol, logo or a letterhead -- a brand is a promise, an expectation waiting to be fulfilled. It’s everything we say and do, and how we say and do it. People relate to brands in exactly the same way they relate to other people. A brand is a person just as surely as a person is a brand. People have names; so do brands. People have signatures. Brands have logos. People belong to families; so do brands. People project a certain style and image, have unique personalities, have physical characteristics that distinguish them; so do brands. Our relationships with people are built on honesty, trustworthiness, reliability and predictability; so it is with brands. The essence of a person’s character is displayed by the values they choose to cherish or ignore. These values guide and determine their behavior; so it is with a brand.
The job of the brand is to bring consistency, clarity, richness and texture to our identity so that there is a greater overlap between our identity (all we say and do – over which we have control) and our image (how we are perceived – completely in the control of our stakeholders). Developed over time and with integrity, the brand builds trust, and that trust opens doors of opportunity and mitigates risk. We can either manage the brand – or let the brand manage us. We recognize that we have a legitimate global audience that our brand can help us speak to more coherently. That global audience includes media, bilateral and multilateral funders, transnational corporations, and donors who travel – all of whom use the medium of the Internet to quickly scan our global presence. This global focus represents tremendous opportunity for us.
Corporate social responsibility, 2011
STRONG PARTNERSHIPS How to combine forces with cause organizations Presented by Steve Scranton, National Director, CSR World Vision
We Are World Vision is a Christian humanitarian organization dedicated to working with children, families and their communities worldwide to reach their full potential by tackling the causes of poverty and injustice. We Serve We serve close to 100 million people in nearly 100 countries around the world. World Vision serves all people, regardless of religion, race, ethnicity, or gender. Building a better world for children since 1950 Who We Are
World Vision holds offices in nearly a hundred countries with unparalleled infrastructure and distribution capabilities… Where We Work
… and operates in strategic U.S. locations for domestic programs and product distributions. Where We Work
World Vision seeks to save lives and reduce suffering by delivering an urgent, efficient response when disaster strikes. The provision of supplies within the first few weeks can prevent disease, starvation, and exposure among the survivors. EMERGENCY RESPONSE saving lives when disaster strikes What We Do
World Vision’s water and sanitation program strategies, when implemented together and adopted by the community, can reduce mortality rates for children under age 5 by 70 to 80 percent . CLEAN WATER the first and best intervention What We Do
Adequate nutrition is one of the most basic needs to sustain life. Agriculture is the primary source of livelihood in many of the countries World Vision supports. AGRICULTURE & FOOD SECURITY ensuring life sustaining food resources What We Do
For children without access to health care, a preventable illness such as polio can impair for life and even a minor illness can turn fatal if left untreated . Through World Vision’s healthcare programs, moms receive quality prenatal care and proper nutritional training and children receive immunizations and regular check-ups to help keep them disease-free. PERSONAL HEALTHCARE saving and sustaining life What We Do
Education creates both choices and opportunities, allowing children and adults alike to break free from the burden of poverty . Education enhances the lives of individuals and provides a community with better-prepared workers, more involved citizens, a higher per capita income, and an overall improvement in the standard of living . EDUCATION gateway to improved quality of life What We Do
For most of the world’s poor families, simply having a hard work ethic and entrepreneurial spirit is not a ticket out of poverty. World Vision’s micro-loan program provides access to capital and business training to help individuals grow their own small business, improve their communities and better support their families. MICRO ENTERPRISE DEVELOPMENT creating businesses, jobs, and economic growth for the poor What We Do
“ Corporate Social Responsibility is a commitment to improve community well-being through discretionary business practices and contributions of corporate resources.” – Corporate Social Responsibility Kotler & Lee, 2005
<ul><li>Core Business Benefits </li></ul><ul><li>Increased sales and market share </li></ul><ul><li>Strengthened brand positioning </li></ul><ul><li>Enhanced corporate image </li></ul><ul><li>Increased ability to attract, motivate and retain employees </li></ul><ul><li>Decreased operating costs </li></ul><ul><li>Increased appeal to investors and financial analysts </li></ul>
Our Corporate Partners…Companies That Make a Difference In FY10, 41 corporations gave more than $1M annually in product donations; 117 gave more than $100K More than 1,500 strong and active corporate relationships, including many Fortune 500 and transnational companies During fiscal years ’05 through ’10, mega gift-in-kind donors gave $1.9B in product donations to World Vision U.S.
Caregiver Kits Caregiver Kits are provided to family members and local volunteers around the world who are providing compassionate support to people living with AIDS. Without these kits, many of these courageous caregivers would lack the basic supplies they need to safely and effectively minister to the sick. Companies That Make a Difference
Companies That Make a Difference In addition to providing the supplies used in the kits, McKesson Medical Surgical had 1,200 national sales reps at a conference in Las Vegas fill 6,000 Caregiver Kits in 45 minutes. “ It totally changed the morale and atmosphere of the week. People had tears streaming down their faces; they were so impacted by what they were doing.” – Toby Capps Account Manager, McKesson No group too small… Microsoft employees gather in a conference room to assemble kits for a mid-week team-building activity . “ It’s hard to find a company [that] supports helping others…I can’t think of another company I would want to work for.” – Microsoft employee during a kit building event
Companies That Make a Difference Providing Shelter in Chile In early 2010, a devastating tsunami impacted hundreds of thousands following an 8.8 magnitude earthquake. A generous grant from Walmart provided 450 families with transitional homes that are earthquake proof, resistant to heavy rains and chilly winds, and insulated against low temperatures.
Companies That Make a Difference <ul><li>Assembled 350 Caregiver and 300 School Tools Kits in 2009, and another School Tools event is scheduled for December </li></ul><ul><li>Donated $4,193 raised by publicly auctioning a chance to “swap jobs” with NASCAR driver Michael Waltrip </li></ul><ul><li>Best Western guests can personally support children in need through their Rewards program or by sponsoring their own child through the Best Western Web site </li></ul><ul><li>The World’s Largest Hotel Chain… </li></ul><ul><li>Building The World’s Largest Family </li></ul><ul><li>Hundreds of Best Western properties are each supporting a child living in poverty through monthly sponsorship donations </li></ul><ul><li>Best Western Rewards members may apply their points toward tangible items that help even more children </li></ul>
Companies That Make a Difference In their first four years, P&G’s Children's Safe Drinking Water program has delivered 1.63 billion liters of clean drinking water through organizations including World Vision. <ul><li>Product Distribution </li></ul><ul><li>More than 4,000 children die each day in developing countries because of a lack of clean drinking water </li></ul><ul><li>PUR kills bacteria and viruses, removes parasites—and makes muddy water look and taste pristine </li></ul><ul><li>World Vision distributes PUR packets to those in need in developing countries directly, through Caregiver Kits, and in emergency relief situations </li></ul>
Companies That Make a Difference Community Events World Vision worked with Target team members to stuff and distribute school supply-filled backpacks at a Back-to-School Carnival event benefiting children from local shelters in New York City’s South Bronx. Later, Target staff also assisted area teachers with selecting free classroom supplies from World Vision’s Teacher Resource Center. They experienced first-hand the impact of their corporate grants and how the teachers value receiving the much-needed supplies. “ Doing a project as a team and giving back to others as a team makes us feel like a million dollars.” – Nikki Montgomery Executive Team Leader, Target
Companies That Make a Difference <ul><li>Bringing Technology to the Developing World </li></ul><ul><li>NetHope is a nonprofit IT consortium of leading international NGOs serving tens of millions of end beneficiaries each year in 150+ countries </li></ul><ul><li>World Vision is one of 27 nonprofit members </li></ul>“ Now more than ever, nonprofits face tighter budgets. Investing in technology to improve the speed and efficiency of humanitarian and conservation aid in the developing world is critical, but it’s tough for organizations to go it alone… Bringing top technology leaders together to tackle common problems and collaborate to share resources across their combined efforts will make everyone’s investments go farther.” – William Brindley, NetHope CEO and Executive Director
Companies That Make a Difference <ul><li>A Healthy Community for All </li></ul><ul><li>Provided funds for international disaster response after the China earthquake, Myanmar cyclone, and the recent Taiwan typhoon </li></ul><ul><li>Workplace Giving / Matching Gifts </li></ul><ul><li>Sponsor of Team World Vision at the Chicago Marathon </li></ul>
Companies That Make a Difference <ul><li>Project Zambi </li></ul><ul><li>Special Edition FurReal Friends plush baby African elephant toy </li></ul><ul><li>Created by Hasbro employees </li></ul><ul><li>A minimum of $500,000 from Zambi’s worldwide sales will go to the Project Zambi fund to improve the lives of children orphaned by AIDS living in Zambia </li></ul>
Companies That Make a Difference <ul><li>Pearson Education </li></ul><ul><li>Significant inventory donor since 2003 </li></ul><ul><li>Proceeds from Rock Bottom Remainders tour helped fund Early Childhood Development Learning Spaces in Haiti http:// rockbottomremainders.com </li></ul><ul><li>WeGiveBooks.org campaigns generate 15,000 childrens books for Haiti http://www.wegivebooks.org/ </li></ul>
Companies That Make a Difference <ul><li>TOMS Shoes </li></ul><ul><li>Supplies millions of pairs of shoes to World Vision for children in almost 20 countries </li></ul><ul><li>Shoe distributions integrated into our health and education strategies </li></ul><ul><li>Paying all shipping costs </li></ul><ul><li>TOMS staff visiting WV Honduras to distribute shoes </li></ul><ul><li>TOMS and retail partners giving shoes in the United States </li></ul><ul><li>TOMS expanding international sales </li></ul>
Companies That Make a Difference <ul><li>Hearts for Hearts Girls </li></ul><ul><li>Line of multicultural dolls delivering a socially conscious message </li></ul><ul><li>Launched in Chicago in November with a distribution at George Armstrong International Studies school and through local World Vision partner agencies </li></ul><ul><li>Dolls available in select Target and Toys R Us stores and online at Target.com, TRS.com and Amazon.com </li></ul><ul><li>Proceeds for every doll sold will benefit World Vision programs for girls and women in the communities of the dolls origin </li></ul>
<ul><li>What’s Next? </li></ul><ul><li>Look at your company’s core business and mission </li></ul><ul><li>Look at your geographic reach (sourcing, sales, operations, new business development) </li></ul><ul><li>Look at ways to engage your employees, customers, and suppliers </li></ul><ul><li>Find a partner that understands your needs </li></ul><ul><li>Start innovating </li></ul>