The document summarizes ways that the United Nations World Food Programme (WFP) partners with private sector companies and individuals to raise funds and awareness to fight hunger. WFP is the largest humanitarian organization addressing hunger and works in 70 countries. The document outlines various partnership models used including donations, fundraising events, cause marketing, online campaigns, celebrity endorsements, and more. It emphasizes WFP's ability to fully support partners' media and fundraising efforts at little to no financial cost.

1. WFP and the Private Sector
Forging 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 in
the Middle East and Africa are
willing to pay more for socially
responsible products and
services (global average: 63%).
• 72% would work for them.
• 72% would invest in them.
• 53% could pay extra for their
products/services.
• No.1 cause among socially conscious consumers in the
region: ‘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 Sustainability
SUPPORTING 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 Tools
1. Raising funds online:
– Co-branded donation pages LINK
– Co-branded websites (Altruist)
– Competitions (e.g. Freerice)LINK
2. Dragging in the web community:
- (Co-branded) web banners
- Donate buttons LINK
- E-mailers
- Donation links on Facebook/Twitter
3. Following-up:
- Monitoring reports
- Thank you email/videos LINK

11. Promoting Partnerships
o Joint events
o Joint press releases
o Co-branded ATL media campaigns
o Co-branded online donation pages >> Altruist
o Co-branded flyers/posters
o WFP logo or web banners on partners’ websites
o Facebook/Twitter posts thru HQ/RB
o PSAs with Celebrity Partners
o Visibility items
o Videos
o SMS

12. Main Co-branding Rules
o Photo credit wherever WFP
photos are used:
• WFP/Name of Photographer
o 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/Exhibitions
Farjam Collection Art Dubai / Dubai Design Days

30. The Gala Dinner

31. The Raffle

32. The Pro Bono Agencies

33. Our MO
o Prospecting:
• Business plan
• Research/news monitoring/WoM
• Meetings
• Networking events
o Establishing partnerships:
• Due Diligence
• CO Funding Proposal (if specific country targeted)
• MoU / SoC
• Local pass-through
• PR, communication, co-branding
o Reporting:
• SalesForce
• Weekly Outooks
• Weekly Conference Calls

34. Thank
you!
World Food Programme
Partnership Division │ Middle East, North Africa & the Gulf
International Humanitarian City
Dubai, UNITED ARAB EMIRATES