TELUS has learned six lessons in corporate philanthropy. They are: 1) integrate giving with business strategy; 2) align business practices with causes; 3) enable employee/retiree giving; 4) engage customers; 5) use social media; and 6) create social enterprises for social and business impact. TELUS integrates giving to build brand and support strategy. They align practices like reducing paper use with environmental causes. Programs enable employees to donate and volunteer for causes they care about. TELUS engages customers in causes and treats them as advocates. They use social media like Facebook to create viral movements. Finally, TELUS creates social enterprises for both social change and business impact.

1. Lessons Learned in Corporate
Philanthropy:
Creating social & business value
for TELUS & our local communities
Jill Schnarr
Vice-President, Community Affairs
Member of the TELUS team

2. Our Discussion
 TELUS & Corporate Social Responsibility
 Top 6 Lessons Learned in Corporate Philanthropy
1. Integrate your giving with your business strategy
2. Align your business practices with your causes
3. Enable your employees and retirees to give to the causes they are
passionate about
4. Engage your customers in the effort
5. Use social media to create a movement for your cause & company
6. Create an ethical social enterprise
 Case studies of TELUS Go Pink & Community TTV campaigns

4. Who are we?

5. “We believe in our hearts and
minds that in order to do well in
business, we must do good in the
communities where we live, work and
serve. We are passionately
committed to our community
giving philosophy.”
– Darren Entwistle, CEO, TELUS

6. $245 M
Amount donated by TELUS and our team members
to local Canadian charities since 2000

7. Our Areas of Focus
COMMUNITY BOARDS CAUSE MARKETING HUMANITARIAN RELIEF
• Grants to grassroots charities • Local community projects • Global/local assistance
• Delegation of decision- • Tangible customer benefit in response to disaster/crises
making to local leaders • Enhanced customer affinity • Increased stakeholder
• Positive social outcomes & competitive differentiation involvement from customers
CHARITABLE PARTNERSHIPS EMPLOYEE/RETIREE SUPPORT
• Local: Arts, Children’s hospitals • Team TELUS Cares
• National: Sports, Health, Education • TELUS Day of Giving
• Brand enhancement through affiliation • Employee matched donations
• Volunteer & Fundraising Grants
• TELUS Community Ambassadors
• Enhanced engagement & connection with
employees & retirees

8. $35 M
Cash donated by TELUS in 2010
to charities and non-profits

9. $13 M $9 M $1 M $600 K
Cash donated by our telecom peers
in 2010 to charities and non-profits

10. review of operations – wireless
Our commitment to the environment
 Canada’s Best Environmental
Corporate Citizen
 10-year climate change strategy
 117 M sheets of paper used in 2001
reduced to 40 M in 2010
 150K wireless devices recycled in 2010
 Volunteer Green Teams
 LEED certified buildings
 Work Styles: Resident, Mobile, At Home
10

11. 11
Our commitment to team and community
 2011, 2010 – Canada’s Top 100 Employers
 2011 – Best Employer for New Canadians
 2011, 2010, 2009 – Canada’s Best Diversity Employers
 2010, 2009 – Progressive Employers of Canada
 2009 – Canada’s 10 most admired corporate cultures
 2009, 2007, 2005, 2004 + 2003 – ASTD BEST awards
 2008 Canada’s Human Capital Leaders
 2010 – Most Outstanding Philanthropic Corporation
in the world, AFP

12. Top 6 Lessons Learned in
Corporate Philanthropy

13. Lesson #1:
Integrate your giving strategy
to support your business
strategy

14. 14
TELUS 2011 Priorities
 Deliver on our future friendly brand promise to clients
 Optimize the potential of TELUS’ leading wireless and
wireline broadband networks
 Drive market leadership position in SMB and healthcare
 Continue to improve TELUS’ operational efficiency to
effectively compete in the market and fund future growth
 Raise TELUS team engagement and continue to drive the
philosophy of ‘Our Business, Our Customers, Our
Community, Our Team, My Responsibility’

15. Corporate Philanthropy Strategy
 Create symbiotic relationship with our customers:
Contribute positively to local social needs
license to operate
 Build TELUS brand and emotional appeal with our
customers: Give customers another reason to buy from
TELUS supplier of choice
 Enable team members & retirees to feel proud to work for
TELUS: Facilitate their giving back to the community
employer of choice

16. Lesson #2:
Align your business practices
with your particular cause, so
that you’re demonstrating
more than a token
commitment

17. TELUS Walk to Cure Diabetes
$5,000,000

18. 18
Supporting diabetes health management
 TELUS #1 Healthcare IT Company in Canada
 Electronic Health Records for more than 5 million Canadians
 gives those with type 1 diabetes access to online health tools &
monitoring devices for wellness, disease prevention & management
 TELUS bant iPhone app to help teens manage Type 1 Diabetes
 TELUS Balance Campaign to raise funds for purchase of insulin
pumps & CGMs

19. Lesson #3:
Enable your employees and
retirees to give to the causes
they are passionate about

20. 20
Team TELUS Cares
Employee Charitable Giving Fundraising Grants Dollars for Doers TELUS Day of Giving
$7.2 million donated New program 558K hours & $851K 11,000+ TELUS
to charities in 2011 introduced in 2011 donated in 2010 volunteers
on May 28, 2011

21. 21
TELUS Community Ambassadors
Care Items Local Fundraising Volunteer Clubs Volunteer Awards
61,809 care items: $200K in 2010 21 clubs & 1000 Annual Volunteer
kits for kids, care active retirees Awards Gala
bears, comfort
kits, heart pillows

22. Lesson #4:
Engage your customers in the
effort: tell them what you do
in the community & treat
them like advocates, not just
as consumers

23. Inviting our customers to give where they live

24. Every Customer Counts
60 sec TV spot

25. Lesson #5:
Use social media to create a
viral movement for the cause
& for your business

26. Social media at TELUS: Online Mentions
Minimum monthly mentions of TELUS in
external social media sites

27. Social media at TELUS: Twitter
Twitter followers of all
TELUS accounts

28. Social media at TELUS
TELUS Twitter followers vs. competitors

29. Social media at TELUS: Facebook fans
Facebook fans

30. Social media at TELUS
TELUS Facebook fans vs. competitors

32. TELUS Go Pink Campaign

33. TELUS pink Blackberry Curve
outsold the iPhone 4
the first 2 weeks of release

34. Go Pink Facebook fan page
 Launched Sept. 2010
 820,000 people turned their profile
picture pink
 High English and French engagement
 $1 donated for each pink profile
 6,273,112 positive media impressions

35. Go Pink. Pass it on – Facebook fan page
 Facebook calls the TELUS ‘Go pink –
Pass it on’ campaign one of the most
successful cause marketing
campaigns in history

36. Lesson #6:
Create ethical social
enterprise – move beyond
corporate philanthropy for
both social change and
business impact

37. 37
Social change & business impact
$2.5M for digital mammography $4.5M for local community projects
60,000 pink blackberries sold 45,000 new TELUS TV customers

38. CTTV Campaign Summary
Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011
Powell River Red Deer Abbotsford Sechelt Ashcroft Whitecourt
Powell River General GH Dawe Community Abbotsford Hospice St. Mary’s Hospital Ashcroft Food Bank Whitecourt Splash Park
Hospital Foundation Centre Society Foundation $3,500
$15,000 $250,000 $225,000 $15,800
Penticton Kamloops Chilliwack Prince George Victoria Airdrie
Okanagan College North Shore Kamloops Chilliwack General Cdn Cancer Society David Foster Airdrie Boys & Girls Club
Centre of Excellence Library Computer Lab Hospital Northern Lodge Foundation
$50,000 $125,000 $124,700 $309,500 $237,00
Lethbridge Fort McMurray Mission Quebec Campbell River Medicine Hat
University of Lethbridge Northern Lights Health Zajac Ranch for Children Operation Enfant Soleil Campbell River Rotary Medicine Hat Health
$350,000 Foundation $75,200 $110,500 Water Park Foundation
$134,300 $18,000
Vernon Grande Prairie Cranbrook Quebec Kelowna Fort McMurray
Jubilee Hospital New aquatic and Kootenay Child Health Association du Cancer Kelowna General Keyano College Theatre
Foundation wellness multiplex and Development de l’Est-du-Québec Hospital Foundation
$175,000 $250,000 Centre $111,900 $39,800
$80,000
To date, $4.5M has been donated to 26 communities
across BC, AB and QC

39. CTTV campaign – win for community & for TELUS
 Builds needed community  Gives customers another
infrastructure and access reason to buy from TELUS
 Provides a tangible  Allows senior managers to
contribution that a customer build relationships in their
can see communities
 Supports local governments  Improves the communities in
and health services projects which employees live
 Provides access to corporate  Builds strong, stable
dollars for investment infrastructure
 Strengthens a surrounding
community’s potential
workforce

40. “When brand value is strongly
tied to reputation, corporate citizenship
eclipses innovation, financial
performance, workplace practices,
governance and leadership as the
leading influencer of public perception.”
Boston College
Centre for Citizenship

41. Top 6 Lessons Learned in Corporate Philanthropy
1. Integrate your giving strategy to support your business
2. Align your business practices with your particular cause, so
that you’re demonstrating more than a token commitment
3. Enable your employees and retirees to give to the causes
they are passionate about
4. Engage your customers in the effort
5. Use social media to create a movement for your cause &
company
6. Create ethical social enterprise – move beyond corporate
philanthropy for both social change and business impact