what do corporates want?
TRANSCRIPT
04/18/23 1
Developing Successful Corporate Marketing
Partnerships Seminar Thursday 20 October 2011
What do corporates want? A Thames Water / WaterAid case study
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Who we are...
Thames Water…
the UK’s largest water and wastewater services provider
a steward of the environment
WaterAid…
the UK’s leading water and sanitation charity
champion of safe water and sanitation provision in 26 countries
Since established in 1981 has helped to improve the lives of more than 15 million people
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The charity dating game
What to look for in a partner
Research your potential partner so you can sell yourself (GSOH always helps!)
What can you do for them?
Fit the company’s values and vision
Enhance programmes they already support
Enable them meet their CR objectives
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Try each other on for size
What can you do for each other?
Are there other opportunities to work together?
– Employee volunteering
– Work together through a third party
– Work with existing partners / suppliers / contractors
Can you help build positive relationships with their customers/regulators/the media?
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Our partnerships
Some of the charities we work with…
Thames 21
Central Berkshire Education Business Partnership
Kew Bridge Steam Museum
Why we’ve entered into these partnerships
Environmental focus on the River Thames – direct fit
Local education organisation facilitating volunteering
Former Thames Water site, celebrating our heritage
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Starting out…
The National Trust
Established credible partner
Memorandum of understanding
Well-developed partnership plan
Funding going towards innovative projects
Volunteering opportunities
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The break ups…
Link through previous CEO – personal over professional
Lack of strategy - no long-term goal / objectives
Activities e.g. volunteering failed to live up to expectations
Change in corporate ownership – inevitable break up
Resulted in disappointment for both parties and potential volunteers
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Case study: WaterAid and Thames Water in partnership
Historical context – our unique relationship
Entirely suited to Thames Water’s values and Corporate Responsibility objectives
Has supporters at grass roots and senior executive level, both fundraising and awareness raising
2010 – 11 raised over £336,000
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In good times...and bad times…
Facing the ups and downs
Challenges:
– Change in ownership
– Redundancy – loss of existing supporters and points of contact
– Refocus of corporate values / core business
– Emphasis away from charitable aims and objectives
Plan of action
Maximised the goodwill in the bank
Kept grass roots relationships alive
Bring out the big guns! Get senior level charity execs talking to senior level corporate execs
Make life easy for partner – take on the load
Remind partner of the love!
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The success stories
Employee-led events which engage staff and the wider community
High level participation in the WaterAid lottery and payroll giving
Corporate events: The Love Water Ball
– record-breaking fundraising event!
Customer campaigns – unique opportunity to engage with Thames Water‘s customer base
Awareness raising – spreading our joint message of the value of water
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How we make it work
Leadership
Company Steering Committee with high level corporate rep and WaterAid representation
Targets – very focused
Regular communication at senior level
MOU and strategy – shared objectives
Key points of contact at grass-roots and senior level
Formal part of Thames Water Community Investment role
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Keeping it fresh
Innovations through collaboration
Customer campaigns
Using our customers for research – easy ask for the company
Thames4Bangladesh
Skills sharing – the next opportunity we are working towards
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Keeping the love alive!
Acknowledge the hard times
Have a maintenance plan
Communication!
Understand the business point of view – a two-way street
Take the lead – educate the business in what works for you (e.g. managing fundraising events)
Look after your grass-roots supporters
Great supporter care!
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