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G lobal C orporate L eadership Managing Donor Relationships ผู้จัดการความสัมพันธ์ของ บริษัท ผู้บริจาค / 기업 기증자 관계 관리 / 管理公司捐赠的关系 Frank Watson Charlie Guare. Bangkok, Thailand – 30 June, 2011. Global Corporate Leadership. Objective:. Global Corporate Leadership (GCL) Overview

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Global Corporate Leadership Managing Donor Relationshipsผู้จัดการความสัมพันธ์ของ บริษัท ผู้บริจาค / 기업 기증자 관계 관리 / 管理公司捐赠的关系Frank WatsonCharlie Guare

Bangkok, Thailand – 30 June, 2011

global corporate leadership
Global Corporate Leadership
  • Objective:
  • Global Corporate Leadership (GCL) Overview
  • Building strong, lasting relationships
  • Priority Companies
  • Who knows who?
  • Successes: Corporate connections that benefit local United Ways
  • Challenges and issues confronting United Ways
  • Principles of account management
  • United Way Worldwide (UWW) Information Exchange Portal
  • Establish next steps, expectations, responsibilities and to do’s

Your Expectations of GCL

Strategies to engage new companies

Strategies to further engage existing partners

Local perspectives

Corporate engagement

What do companies want from their engagement?

How United Ways stay Relevant to Companies

Employee Engagement

United Way protocols and Account Management

United Way Information Sharing Portal



expectations harapan share concerns questions

Expectations ความคาดหวัง期望기대期待Harapan उम्मीदें Share concerns/questions

united way global corporate leaders
United Way Global Corporate Leaders

Costco Wholesale

Cummins Inc.

Deere & Co.


Delphi Corporation

Delta Air Lines, Inc.

Deluxe Corporation


The Dow Chemical Company

Duke Energy


Eastman Kodak Company

Eaton Corporation

Eli Lilly and Company

Exxon Mobil Corporation

FedEx Corporation

Fluor Corporation

Ford Motor Company


General Mills, Inc.

General Motors Corporation


Goodyear Tire & Rubber Company

Guardsmark, LLC

Harris Bank and BMO Capital


The Hershey Company

Hewlett-Packard Company

HSBC North America

IBM Corporation

Illinois Tool Works Inc.


Intel Corporation

International Paper


Johnson & Johnson

JPMorgan Chase & Co.

Kellogg Company

Kimberly-Clark Corporation


Limited Brands

Lockheed Martin Corporation

Lowe’s Companies, Inc.

Macy’s, Inc.

Marriott International, Inc.


Merck & Co., Inc.

MetLife, Inc.

Microsoft Corporation

Morgan Stanley

The Mosaic Company



NCR Corporation

New York Life Insurance Company

Pfizer Inc

Pitney Bowes Inc.

PricewaterhouseCoopers LLP

Principal Financial Group

Procter & Gamble




Aetna Inc.

Agilent Technologies, Inc.

Air Products



American Express


Automatic Data Processing, Inc.

Avery Dennison

AXA Equitable

Bank of America


The Bank of New York Mellon

Best Buy Co., Inc.

The Boeing Company

Bristol-Myers Squibb Company

C&S Wholesale Grocers, Inc.


Caterpillar Inc.

Ceridian Corporation

Chevron Corporation

Chrysler LLC

Citigroup Inc.

Citizens Financial Group, Inc.



Constellation Energy

Prudential Financial, Inc.

Publix Super Markets, Inc.

Qwest Communications

International, Inc.

Raytheon Company

Rohm and Haas Company

Sara Lee

Shell Oil Company




Texas Instruments

The Travelers Companies, Inc.

U.S. Bank

United Airlines

United Technologies Corporation



Valero Energy Corporation


Walgreen Co.

Wal-Mart Stores, Inc.

WellPoint, Inc.

Wells Fargo

Weyerhaeuser Company

Whirlpool Corporation


Xcel Energy

Xerox Corporation

asia pacific regional targets global corporate leadership gcl
Bank of America



Costco Wholesale

Deloitte LLP


FedEx Corporation

Ford Motor Company

Asia Pacific Regional TargetsGlobal Corporate Leadership (GCL)
  • GE
  • General Motors
  • IBM
  • Johnson & Johnson
  • Motorola
  • Pfizer
  • Procter & Gamble
  • PricewaterhouseCoopers

Others? อื่น ๆ ? 其他? 기타?

united way by the numbers giving
United Way by the Numbers: Giving
  • United Way raised $4.94 billion USD in 2010
  • Over $1 billion USD in gifts from corporations (Foundation giving, sponsorship, special events, etc); representing 7% of all total corporate giving in US
  • An additional $850 million in leveraged resources throughin-kind gifts, generous volunteer time, and leveraged funds from our community partners
  • GCL partners include Global Fortune 500 companies: AT&T, GE, Intel, Johnson & Johnson, Microsoft, Proctor & Gamble, etc.
global corporate leadership benefits
Global Corporate Leadership Benefits


United Ways

  • Employee engagement opportunities (ie, workplace giving campaigns, volunteer programs, etc)
  • Establishing partnership opportunities beyond the workplace giving campaign (cause-related marketing, grants, etc.)
  • Coordinating communications with United Ways around the world
  • Creating partnership opportunities that align with corporate philantrophic goals and priority issue areas
  • Leveraging corporate relationships at headqurters to build strong philantrophic relationships across the United Way network
  • Sharing information throughout the network through conference calls, webinars, United Way Online
  • Engaging headquarter and key market United Ways to build out strategic account plans
  • Connecting United Ways with local, national or global partnership opportunities
united way worldwide
United Way Worldwide
  • Understanding the corporate “customer”
  • What the company wants from UW
  • Local, National, Regional and Global roles
corporate and employee engagement
Corporate and employee engagement


Employee Engagement

Consumer Engagement

Corporate Social


  • Cause marketing
  • Licensing
  • Sponsorships
  • Business partnerships
  • Workforce campaign
  • Volunteerism
  • Leadership development
  • Loyal Contributors
  • Grants (education,
  • income, health, 2-1-1)
  • Corporate contributions
  • International Donor
  • Advised Giving

Goal: to drive revenue and relationships

united way support of agilent technogies
United Way support of Agilent Technogies

Marketing/ Communications

UWW: Amanda Ponzar

Amber Gomez

Literacy and Education

UWW: Stacey Stewart


UWW: Brian Gallagher

Jose Ferrao

United Way Worldwide

Main Points of Contact

GCL Charlie Guare

+ UW Silicon Valley USA

Key Market United Way

UW Australia

Primary Contact Doug Taylor

International Engagement

UWW: Regional VPs

GCL/Frank Watson


UWW: Mei Cobb

International Grants

UWW: Kendra Davis


UWW: Karsten Halusa

Women’s Leadership

UWW: Linda Paulson

sample employee engagement
Sample Employee Engagement


United Way Board Seats:

Affinity Groups:

Loyal Contributor Program:

sample corporate social responsibility
Sample Corporate Social Responsibility

Education, Income and Health Grants:

Disaster Relief Grants:

International Donor Advised Giving (IDAG):

cause marketing success
Cause Marketing Success

In 2010, 30 cause marketing partnerships brought in $500,000+ in revenue and $4 million+ in value equivalency (ads, visibility, etc.)


  • American Express United Way Gift Card
  • Delta Air Lines, Inc. advertisement in Sky Magazine
  • GE appliance 2% to United Way
  • UPS NASCAR United Way branded No. 6 Ford Fusion—5.345 million viewers for the Bank of America 500 race; NASCAR PRprovided 147,809,819 media impressions, a $3.5M value
  • Target’s Facebook challenge resulting in $90,000 Education Grant
why do multi national companies partner with united way
Why do multi-national companies partner with United Way?

Year-round employee engagement through giving and volunteering opportunities

Knowledge of community


Solution providers (vetted NGOs)

Benchmarking regarding corporate peers, best practices


Year-round management

Recognition / Acknowledgement

why do multi national companies partner with united way1
Why do multi-national companies partner with United Way?

Year-round connection to United Way resources

Advisor for global, national and local managers and their employees

Coordinated/consistentemployee engagement programs

Elements of program

Reporting / Information

Points of contact

Giving and volunteering

Pledge fulfillment

Proven partner for corporate social responsibility (CSR)

Companies view United Way as a resource

hello over here

Publicize the Campaign —create a buzz:

Can you think of other ways to publicize?





Voicemail announcements

Share Stories

Decorate break rooms with UW theme


Payroll stuffer


children's art contest with UW theme

Company Intranet

Videos of Impact Tours

**eWay has targeted email capabilities



strategies to engage a new company
Strategies to engage a new company

Determine prospects

Are they engaged with other United Ways in the region?

Leverage board member connections

Understand the mission, vision and goals of the company

Learn more about community activities where employees volunteer in the community

Find out more about their giving and CSR strategy



leveraging volunteers
Leveraging volunteers

With limited resources engage the following:

Board members

Campaign cabinet

Employee campaign coordinators

Volunteer project leaders


relationship building tips
Relationship building tips

Start with existing donors.

Learn their interests (and record them somewhere).

Talk about what they’re interested in.

Don’t ask for money every time you talk with them.

Give them something to do besides write a check.

Inform them on where their dollars are making a difference.

Thank them.




Corporate relationship building

What it looks like:

  • Regular visits and attention given to corporate decision makers. These visits involve open discussion of the companies’ interests and the results of partnering with United Way.
  • Data systems that capture and respond to company needs. This allows United Ways to make appropriate communications in a timeframe that matters to the company.
  • Create/deliver programs with the company in mind. Companies requesting special forms of recognition, employee appreciation, electronic solutions, or United Way information appreciate United Ways that take extra steps to meet these needs.

Corporate Relationship Building

The roles of United Way leaders:

  • Make regular visits (without solicitation) to company leaders. Share your progress, assess their satisfaction, respond to what matters to them.
  • Hold special meetings (without solicitation) to communicate your work. Invite the companies and leaders most interested in these areas.
  • Create an advisory council of corporate leaders. Their role is to offer advice as needed but not sit in committee or make policy. This shows you value their opinion and you respect their time.
let s summarize
Let’s Summarize
  • Building relationships with corporate donors

- means first, understanding, and then, demonstrating how you can help them meet their goals, concerns and priorities for improving lives and creating lasting community change.

  • Long-term relationships are based on trust. Trust takes time to build. It must be nurtured.
  • The nature of the relationship is defined by you and the company and influenced by culture.
  • Global
    • GE is a collection of business operations that operate in a decentralized fashion.
    • GE typically has an in-country leader who would also be a leader in one of the larger business units in that country.  In many cases, there is a regional leader as well.
    • “GE Volunteers” have branches in 150 cities around the world; This group is a key leader for GE to the community where GE operates.
    • The GE Foundation grant for basic needs food and shelter was presented to several Asia Pacific, European and Latin American United Ways based on GE operation size in each country.  UWs in Australia, Hong Kong, Japan and Thailand are included as recipients of this grant.
    • Board Members – Romania
    • Volunteer Programs – Hungary, Romania
    • Employee Workplace Campaigns – Guatemala, Hungary, Romania
  • USA Partnership
    • Brian Gallagher met with Jeff Immelt, CEO of GE in March.
    • GE employees in North America pledged over $18.5 million USD in 2009 campaign.
    • GE Foundation provides annual gift to LUWs in North America based on approximately 50% ratio of employee giving.
    • GE leadership very active with United Ways and provides leadership.
    • They are one of the major users of Truist pledge tool in US.
    • Big volunteer program called “GE Volunteers”.
    • Large supporter of Education initiatives.
  • Asia Pacific
    • Board Member - India
ge and united way around the world
GE and United Way around the world

United Way Hungary recognizes GE and the GE Foundation for over $200,000 USD in support for programs to help those in need as a result of the economic downturn.

table discussion
Table discussion
  • What do corporations in your community expect from your organization?
  • บริษัท ทำในสิ่งที่คาดหวังของคุณหรือไม่
  • 什么公司期望吗?
  • 기업들이 당신에 대해 무엇을 기대합니까?
      • Workplace fundraising campaigns
      • Volunteer opportunities for their employees
      • Knowledge
      • Recognition for their charitable gifts
      • Advice: Corporate Social Responsibility
11 national benchmark campaign techniques
11 National Benchmark Campaign Techniques
  • Appoint campaign chair
  • Set goals & track results
  • Establish steering committee
  • Recruit department coordinators
  • Conduct executive briefings
  • Encourage leadership giving
  • Conduct effective educational campaign
  • Increase # of campaign volunteers
  • Promote value of corporate gift matching program
  • Utilize local United Way staff resources
  • Organize volunteer activities with recruitment and recognition efforts
principles protocols of account management

Principles & Protocols of Account Managementครูใหญ่และโปรโตคอลของการจัดการบัญชี校长和账户管理协议교장 및 계정 관리 프로토콜

  • Respect– UWW Network honors the…
    • interests of local communities to mobilize local resources to apply to the local community change agenda.
    • geographic scope of each network partner as defined in the Network Partnership Agreement.
    • interest of corporations to strategically invest in the multiple communities where they are present.
  • Collaboration – UWW Network agrees to collaborate among its members keeping the donor’s interest in mind, never placing the donor in the position of choosing between them, and to nurture the donor’s engagement in each community in which the donor has an interest.
  • Transparency – UWW Networkagrees to maintain the highest levels of transparency with its community and the network partners in all its communication with donors and prospects.
  • Accountability– UWW Networkis accountable to its community and the other network partners for effective and consistent relationship management and agrees not to take any action that causes damage to another member and to communicate promptly when questions and concerns arise.
  • Long-TermSustainability – UWW Network honors this principle and recognizes that corporate giving and volunteering are important for creating and maintaining a culture of giving in many parts of the world.
account management of gcl companies as it exists today
Account Management of GCL companies – as it exists today

If company is part of Global Corporate Leadership program…

  • Consult the GCL company profiles and Corporate Knowledge Sharing Portal ( to access basic info on the company's relation with UW in the US and in your region.
  • Contact UWW Global Corporate Leadership staff Frank Watson ( for info on UWW’s cultivation strategy with the company.
  • Frank will coordinate call with corresponding company’s Account Manager at UWW to determine local cultivation strategy.
  • Network Partner commits to communicate results / status of cultivation efforts to GCL and Regional staff and to input this info into Corporate Knowledge Sharing Portal.
account management protocols recommendations from action leaders
Account Management Protocols – recommendations from Action Leaders

Other Companies

  • If company only operates within one city…
      • The local Untied Way should determine how to best work with the company.
  • If company only operates within a singlecountry…
      • But there’s only one UW office, it should determine how to work with company.
      • If there is more than one UW organization, the national office and/or local members should co-determine protocols for working with the company across locations.
  • If company operates across multiple countries …
      • Headquartered United Way serves as relationship manager / builder with company on behalf of worldwide system in coordination with Regional Director(s) / VP(s).
      • Regional Director / VP checks with UWW (International Field Engagement and/or Global Corporate Leadership Teams) to see what intelligence or contacts available to help inform cultivation strategy with company.
      • Regional Director / VP should also contact GCL if the company appears to be good candidate for the GCL Program.