fundraising
DESCRIPTION
TRANSCRIPT
WFP and the Private Sector Forging New Partnerships Against Hunger
CSR in Action 1-4 April 2013
Dubai, UAE
About WFP
• No.1 humanitarian organization fighting hunger
• Emergency operations + long-term programmes
• 90 million beneficiaries each year
• 70 countries
About WFP
• 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)
CSR: It really works!
NY Rome
London
Dubai
Sydney
Jakarta
Bangkok
Tokyo
Seoul
Beijing
DC
Private Partnership Units
Our Role, Our Targets
FUNDRAISING…
…through partnerships with the private sector:
Corporations:
o Cash donations
o Fundraising drive
- Employees
- Clients
o Pro bono services
- Visibility / Media space
- Campaign development
Individual donors:
o Public
o HNWIs
o Artists
o Students
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
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
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
WFP Online Fundraising Campaigns
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
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
o Photo credit wherever WFP photos are used:
• WFP/Name of Photographer
o Buffer word(s) before or on top of the WFP logo:
• In support of:
• Supporting:
• Helps
• Supports
• An initiative supporting:
o Legal disclaimer in micro-text on any materials featuring commercial brands/products:
• WFP does not endorse any service or product.
Supporting:
For each night = 1 schoolchild fed for a week Each time you spend a nigh in any Jumeirah hotel or resort, we make a donation to the UN World Food Programme to feed a schoolchild in need with nutritious school meals for a whole week.
WFP does not endorse any product or service.
WFP/J
osh E
ste
y
Main Co-branding Rules
How Can We Work Together?
Partnership Examples…
The Online Deal
The Online Deal with Third-party
The Hotel Checkouts
The Percentage on Sales (CRM)
The Freerice Contest
The Donation Link
The Charity Album / 2
The Facebook Application
The CSR website & Altruist page
The Gift-Matching Campaign
The Marathon
The Auctions
The Art Fair/Exhibitions
Farjam Collection Art Dubai / Dubai Design Days
The Gala Dinner
The Raffle
The Pro Bono Agencies
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
World Food Programme Partnership Division │ Middle East, North Africa & the Gulf
International Humanitarian City Dubai, UNITED ARAB EMIRATES
Thank you!