VolunteerMatch Solutions BPN Webinar: The Radically Engaged Business

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August 2012 Best Practice Network Webinar, presented by VolunteerMatch

Session Description:
On May 17, 2012 Carol Cone wowed attendees at the 2012 VolunteerMatch Client Summit in San Francisco, CA. We’ve invited “the mother of cause marketing” back for an encore presentation, so that you can share in this inspiring session!

Through a presentation on the “Radically Engaged Business,” Carol Cone will share her thoughts and best practices on building a purpose-driven business and exploring the critical and evolving relationship between employee engagement and groundbreaking citizenship programs.

Participants will learn the four key tenets of building a radically engaged business:

• Creating a gold-standard citizenship/purpose program,
• Operationalizing that program,
• Building a unique employer brand, and
• Using your citizenship/purpose program to drive talent development.

Through best-in-class case studies, including Avon, PNC and IBM, among others, participants will learn how successful organizations are using purpose to energize, inspire and activate employees and drive business impact.

About Our Guest Speaker:
At Edelman, Carol Cone provides strategic counsel to clients on the development of cause and public engagement strategies, as well as corporate and brand citizenship. She has a deep commitment to innovative research with consumers, executives and employees; she works with the firm’s leadership to apply insights from Edelman’s annual goodpurpose™ Consumer Study, its Trust and Health Engagement Barometers, as well as create new insight reports and intellectual property.

Carol is internationally recognized for her work in the cause branding, corporate citizenship and strategic philanthropy arenas. For over 25 years, she has embraced a steadfast commitment to building substantive and sustainable partnerships between companies and social issues.

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VolunteerMatch Solutions BPN Webinar: The Radically Engaged Business

  1. 1. THE RADICALLY ENGAGED BUSINESS: A 2012 VolunteerMatch Client Summit Encore Presentation Carol Cone Global Chair Edelman Business + Social Purpose August 15, 2012
  2. 2. How To Ask Questions• Type questions into the box on the right side of the your screen• Submit via Twitter to @VM_Solutions using “#VMbpn”• We will pose questions at the end of the presentation• A copy of the sides will be circulated after the event
  3. 3. The Radically Engaged Business:via the Power of PurposeVolunteermatchCarol Cone, Global Chair, Edelman Business + Social PurposeAugust 15, 2012
  4. 4. MANY NAMES….
  5. 5. Howard Schultz“There needs to be abalance betweencommerce and socialresponsibility. Thecompanies that areauthentic about it willmake more money.” -Howard Schultz, CEO, Starbucks
  6. 6. Paul Polman: CEO Unilever“I think this is a great time for brands whichcan provide a beacon of trust for consumers.These days, CEOs don’t just get judged by howwell their share prices are doing, but by whatimpact they are having on society. “ 6
  7. 7. The Power of Purpose: Creates differentiation Fuels product innovation, growth and sales Builds and protects reputation Engages and inspires employees and customers 7
  8. 8. Engagement Drives Business Engaged organizations have a 3.9x higher earnings per share growth than organizations with lower engagement scores in the same industry. - Gallup Committed employees put in 57% more effort and 87% are less likely to leave, than disengaged employees. - Corporate Executive Board
  9. 9. Poll #1 How important is your volunteerism to your"corporate/organization character, and businesssuccess?" A. Extremely B. Partially, and getting stronger C. It is one of many things that we do but not evolving much D. Not at all 9
  10. 10. Purpose, now serving 7 Billion. 10
  11. 11. A World in Transition
  12. 12. An Evolving “Consumer” hungry concerned vocal empowered 12
  13. 13. Punishment Goes Public 13
  14. 14. A Shifting Marketplace The Reinvention of Brand The Adoption of SharedThe Arrival of the “B Corp” Marketing Value 14
  15. 15. Purpose is Pervasive 15
  16. 16. Fifth Global Consumer Study 2012What consumers have to say… CANADA INDIA 500 500 BRAZIL CHINA 500 500 US JAPAN 500 500 UAE UK 500 500 FRANCE GERMANY 500 500 ITALY NETHERLANDS 500 500 INDONESIA BELGIUM 500 500 MALAYSIA SINGAPORE 500 500 StrategyOne surveyed 8,000 consumers across 16 countries, aged 18+
  17. 17. Societal Performance Builds Future Trust 17
  18. 18. From Operational to Societal Societal Operational 16 Trust Building Attributes Listens to customer needs and feedback High quality products or services Treats employees well Places customers ahead of profits Takes actions to address issue or crisis SOCIETAL Has ethical business practices ATTRIBUTES Has transparent and open business MORE IMPORTANT TO BUILDING Communicates frequently and honestly FUTURE TRUST Works to protect/ improve environment Addresses societys needs Positively impacts the local community Innovator of new products Highly regarded, top leadershipCURRENT TRUST DRIVEN BY Delivers consistent financial returnsOPERATIONAL Ranks on a global list ATTRIBUTES Partners with third parties 18
  19. 19. Purpose 86% of global consumers Top brands and companies more committed than ever. still believe that business needs to place at least equal weight on society’s interests as on business’ Purpose proves its place as a Purpose interests. source of new goes DIY and renewed revenue. 19
  20. 20. Consistent Commitment; Diverse Opportunity Improving the quality of healthcare 89% Protecting the environment 89% Ensuring access to safe drinking water 86% Equal opportunity to education 86% Stopping relationship violence and abuse 84% Reducing poverty 84% Aiding in disaster relief 83% Alleviating hunger and homelessness 83% Supporting human and civil rights 83% Encouraging tolerance for people who are different 82%Fighting the spread of global disease and pandemics 80% Helping to raise peoples self-esteem 78% Supporting animal rights 74% Supporting the creative arts 67% 20
  21. 21. But, Differences Exist in Local Markets (US) Alleviating hunger and homelessness 91% Improving the quality of healthcare 91% Supporting human and civil rights 90% Stopping relationship violence and abuse 89% Reducing poverty 89% Ensuring access to safe drinking water 89% Equal opportunity to education 88% Protecting the environment 87%Fighting the spread of global disease and pandemics 86% Aiding in disaster relief 86% Encouraging tolerance for people who are different 85% Supporting animal rights 78% Helping to raise peoples self-esteem 77% Supporting the creative arts 76%
  22. 22. The Me in We The Reengineering of Brand Marketing 5 Years of goodpurposeThe NewPurpose Bull Markets The “License to Lead” 22
  23. 23. 5 Years of PurposeThe Reengineering of Brand Marketing
  24. 24. Profit + Purpose: The New NormalIt is OK for brands to support good causes and make money at the same time 90% +33% 80% 76% 70% 70% 68% 60% 57% 50% 40% 30% 20% 2008 2009 2010 2012 24
  25. 25. Social Purpose as Purchase TriggerWhen quality and price are the same, Social Purpose most important factor 60% + 26% 53% 50% In the US: 43% 42% 41% • Social Purpose has 40% remained strong at 47% since 2009 30% 20% 2008 2009 2010 2012 25
  26. 26. US Consumers Prefer Purpose 2008 47% 63% RECOMMEND 2009 + 43% 2010 64% 2012 67% 2008 48% PROMOTE 2009 61% + 42% 2010 66% 2012 68% 63% SWITCH 2009 2010 62% 64% 2012 26
  27. 27. Global Purchase Frequency‘At Least Monthly’ purchases of cause-supporting brands increased by 47%from 2010 - 2012 2010 2012 34% 19% EVERY 6 TO 12 EVERY 6 TO 12 MONTHS MONTHS 32% 47% AT LEAST AT LEAST MONTHLY MONTHLY 27
  28. 28. The Reengineering of Brand Marketing 28
  29. 29. License to LeadBuilding Future Performance on Societal Actions
  30. 30. Business is Struggling to Meet ExpectationsPerformance Gap in Addressing Societal Issues Business should place at least equal weight on societys interests and business interests Business is performing well in addressing societal issues 94% 90% 89% 91% 90%87% 87% 87% 87% 86% 87% 85% 84% 84% 84% 83% 79% 58% 49% 42% 42% 28% 30% 25% 26% 27% 21% 23% 23% 22% 20% 18% 13% 15%
  31. 31. The Role of the CEOGlobally, CEOs must think proactively about using their business to address issues CREATE SOCIALLY RESPONSIBLE AND INNOVATIVE PRODUCTS 56% MAKE A LONG-TERM COMMITMENT TO SOCIETAL ISSUES 55% PUBLICALLY SUPPORTING SOCIETAL ISSUES 55% MOTIVATE EMPLOYEES TO TAKE PART 52% COMMUNICATE EFFORTS TO ADDRESS SOCIETAL ISSUES 51% ISSUE REPORTS ON ENVIRONMENT/SOCIAL EFFORTS 41% USE REVENUE TO PRODUCE MATERIALS THAT RAISE AWARENESS FOR SOCIETAL ISSUES 36% 31
  32. 32. The New ImperativeLeading brands and corporations ofthe future must move beyondoperational imperatives and socialadd-on’s to establish their “license tolead.”
  33. 33. Poll #2How is your volunteerism communicated? A. Limited and internal only B. Robustly communicated internally via CEO, events, intranet C. Limited internally and externally D. Robustly integrated + communicated internally and externally 33
  34. 34. What Should Companies be Doing?50%+ believe companies should donate a portion of profits or products/services toaddress societal issues DONATING A PORTION OF PROFITS 51% DONATING PRODUCTS OR SERVICES 50% CREATING NEW PRODUCTS OR SERVICES 49% PROVIDING EDUCATIONAL INFORMATION 47% WORKING WITH THE GOVERNMENT 45% OFFERING PROGRAMS FOR EMPLOYEES 45% PARTNERING WITH NGOS 43% ENABLING EMPLOYEES TO VOLUNTEER 42% ORGANIZING CONSUMER EVENTS 41% COLLABORATING WITH OTHER COMPANIES 36%SOCIAL NETWORK FOR CONSUMERS TO ADDRESS SOCIETAL ISSUES 28% EMPLOYEE FUNDRAISING PROGRAMS 27% CREATING SOFTWARE/MOBILE FUNDRAISING APPS 19% CREATING SOFTWARE/MOBILE COMMUNICATION APPS 19% 34
  35. 35. The More You KnowIt is critical for companies to make consumers aware of their efforts 92% 90% 88% 87% 87% 86% 84% 84% 80% 80% 76% 73% 73% 73% 72% 70% 68% 35
  36. 36. Poll #3Does your CEO and his/her senior team activelyparticipate?(Actively = more than one event a year and hands-on) A. Yes B. No 36
  37. 37. Starbucks – Shared Planet
  38. 38. Starbucks – Shared PlanetShared Planet™ isour commitmentto do business inways that aregood for peopleand the planet.
  39. 39. Starbucks –Employee Engagement Global Month of Service: 60,000 volunteers from 30 countries on 4 continents completed 1,400 community service projects Shared Planet: One million hours of community service per year by 2015 191,000 employee and customer volunteer hours in 2010
  40. 40. IBM –Smarter Planet“We are not doing this as an act ofphilanthropy or CSR…We are doing it because it’sintegral to everything we mean bybuilding a Smarter Planet. That’swhere we see our future growthlying.” Samuel J. Palmisano, former CEO
  41. 41. IBM – CorporateService Corps• Leadership development with high qualityproblem solving for communities in emergingmarkets• Community-driven economic developmentprojects working at the intersection ofbusiness, technology, and society•10 – 15 individuals from different countrieswith a range of skills go to an emerging marketfor four week community-based assignments•Activity Kits
  42. 42. "The opportunity to bringemployees together in servicereally hits on all the objectiveswe have for team buildingthrough their service projectsto understand the SmarterPlanet business strategy allthat deeper.“ -Diane Melley, IBM
  43. 43. Turning Insights into Action
  44. 44. Not IF, but HOW… LEAD Powerful programs are leader led CONSTRUCT Start with depth, not scale CUSTOMIZE Customize for local execution COLLABORATE Work with NGOs, colleagues, competitors MEASURE Build performance measures up front NARRATE Story, story, story ENGAGE Employees, partners, consumers EVOLVE Evolve programs to stay relevant 44
  45. 45. Poll #4What is your paid time off policy for volunteeractivity annually? A. Less than 1 day (or less than 8 hours) B. 1-2 days (8-16 hours) C. 3-4 days (24-32 hours) D. 5+ days (40+ hours) 45
  46. 46. PNC – Grow Up Great – 10 YR $100 MILLION
  47. 47. PNC - Before
  48. 48. PNC - AfterIdentityIssue Early Childhood EducationPartnersElements Advocacy Education Grants Volunteerism Awareness
  49. 49. PNC – Program Elements Web Resources Grants Parent Toolkits Print Advertising Volunteerism
  50. 50. PNC – Impact• 1.5 million children served• More than $49 million in grants•25,000 PNC employee volunteersdonated more than 277,000 hoursof service•More than 2 million Sesamelearning kits distributed
  51. 51. PNC – Grow Up Great – 20 YR $350 MILLION
  52. 52. Shared Purpose, Shared DestinyIBMCreating a Smarter PlanetAvonCrusading for Breast Cancer & Domestic ViolenceWestern UnionFostering Economic DevelopmentValeTransforming Mineral Resources The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image anStarbucksBuilding a Shared Planet 52
  53. 53. What’s Your Purpose?carol.cone@edelman.comtwitter @carolcone 53
  54. 54. Stay InformedBlog:www.VolunteeringIsCSR.orgTwitter:@VM_Solutions
  55. 55. Upcoming Session: SeptemberWhat’s the Difference?Exploring the Convergence of CauseMarketing & CSRThursdaySeptember 13, 201210-11 a.m. PT (1-2 p.m. ET)Guest Speakers:Dave StangisVP, Public Affairs & Corporate Resp., & Foundation PresidentCampbell Soup Company/FoundationCraig BidaExecutive Vice President, Cause BrandingCone CommunicationsRegister:https://www1.gotomeeting.com/register/266717185

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