global alliance for banking on values #bankingonvalues, 2015 · centenary bank uganda...
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Global Alliance for Banking on Values
#BankingOnValues, 2015
Campaign-In-A-Box
October 22, 2015
2nd internationally coordinated GABV campaign
Developed by: Linda Ryan, GABV
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Table of Contents
What is the #BankingOnValues Campaign? .............................................................................................. 4
What is the Campaign-In-A-Box? .............................................................................................................. 5
Campaign Strategy .................................................................................................................................... 6
CAMPAIGN EXECUTION ............................................................................................................................ 8
Campaign Participants .............................................................................................................................. 9
Common Language and Translation ....................................................................................................... 10
Project Timeline ...................................................................................................................................... 11
High-level Messaging .............................................................................................................................. 12
Social Media Campaign ........................................................................................................................... 13
Social Media Campaign Strategy......................................................................................................... 13
Social Media Campaign Messaging ..................................................................................................... 15
Social Media Recognition Award ........................................................................................................ 16
Social Media Integration for Channels and Events ............................................................................. 17
Offline Engagement Events ..................................................................................................................... 19
Measurement and Tracking .................................................................................................................... 20
CAMPAIGN TOOLS................................................................................................................................... 22
Social Media Campaign Tools ................................................................................................................. 23
Content Ideas & Sample Messaging ................................................................................................... 23
Connecting With Other Movements (hashtags, activists, journalists etc.) ........................................ 30
Tips on Engaging Co-Workers in Social Media Campaigns ................................................................. 34
Offline Event and Webcast Tools ............................................................................................................ 38
Sample Webcast Outline ..................................................................................................................... 38
Event Ideas .......................................................................................................................................... 43
Activating Co-workers, Clients, Partners ................................................................................................ 44
CEO Call-To-Action Email: Clients/Partners ........................................................................................ 44
CEO Call-To-Action Email: Co-Workers ............................................................................................... 45
CEO Call-To-Action Video Script .......................................................................................................... 47
GABV URLs, Content, Videos, Basecamp ................................................................................................ 48
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GABV Videos ....................................................................................................................................... 48
GABV URLs .......................................................................................................................................... 49
Basecamp ............................................................................................................................................ 50
Website Content ................................................................................................................................. 50
Social Media Banners, Shareable Graphics & 2014 Posts ....................................................................... 53
Banners and Graphics ......................................................................................................................... 53
Member Map ...................................................................................................................................... 54
2014 Social Media Posts ..................................................................................................................... 55
Sample Campaign Press Release ............................................................................................................. 55
Other Useful Resources .......................................................................................................................... 56
GABV CEO Opinion Pieces ................................................................................................................... 56
Translation Options for Videos You Create ......................................................................................... 57
Key Terms Defined .............................................................................................................................. 57
GABV Quick Facts ................................................................................................................................ 58
GABV Data on Values-based Banking ................................................................................................. 60
GABV PowerPoint Presentation .......................................................................................................... 60
New GABV Logo and Design Guidelines ................................................................................................. 61
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What is the #BankingOnValues Campaign?
On October 22 we’re calling on all members to join the second international #BankingOnValues
campaign. The initiative is led by the GABV but developed by our members, and for our members. In
particular, we’re calling on all co-workers actively involved in the Alliance, like CEO’s, participants in the
Leadership Academy, partners, and experts in our GABV Communities of Practice (Human Resources,
Metrics, Marketing and Communications etc.) to lead and actively drive the campaign locally. By
collaborating on one topic, with one voice, on one day, we can amplify this movement.
#BankingOnValues is a public initiative and it invites all members, partners, and members’ customers to
get involved in celebrating the growing, global values-based banking movement that is creating positive
change in the world’s banking system, and driving positive economic, social and environmental impact
by influencing how banks and banking cooperatives serve human needs and the real economy.
Campaign goals
Raise awareness of values-based banking by humanising it; highlighting the PEOPLE behind it,
their PASSION, their vision and WHY they’re involved.
Create interest in values-based banking; that it EXISTS, is a GLOBAL MOVEMENT, an AGENT OF
social, economic and environmental CHANGE and that it puts PEOPLE BEFORE PROFIT.
Build action in the movement; using a triple activation approach of JOIN (the online
communities e.g. GABV eZine, LinkedIn, Twitter, Facebook and YouTube forums), SHARE (on
social media), and PARTICIPATE (in local member events, register for a webcast, and pre-register
for the world’s first values-based banking Massive Open Online Course in 2016).
Campaign Targets
Last year’s campaign resulted in:
7500+ public social media posts creating over 8.8 million impressions
Media attention surrounding values-based banking and #BankingOnValues in at least six
countries (Italy, Peru, El Salvador, Canada, Spain and The Netherlands)
3800+ video views of Ralph, the values-based kid banker.
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This year, with your support, we’re aspiring to create a significant lift in all elements:
10,000 public social media posts
10 million impressions
1000 additional video views
10% co-worker (3000) participation rate in the member events and webcasts.
Next Steps
We’re collaborating with many of our GABV Marketing and Communications colleagues but
we’d love to have ALL members committing to support this member-led initiative. If you are a
GABV member, partner or passionate advocate and you haven’t already connected with GABV
Communications and Programme Manager, Linda Ryan, please email Linda at,
The campaign-in-a-box (guide, project timeline, messages, graphics and tools) is being
distributed in September to our Marketing and Communications network, so that we can begin
the public campaign on October 1 to build momentum for October 22. If you are a CEO,
participant in the Leadership Academy or expert from a GABV Community of Practice please
connect with your local campaign coordinator and offer your support. Please also commit to
JOINING (the online communities e.g. GABV eZine, LinkedIn, Twitter, Facebook and YouTube
forums), SHARING (on social media), and PARTICIPATING (in local member events, register for
a webcast, and pre-register for the world’s first values-based banking Massive Open Online
Course in 2016).
What is the Campaign-In-A-Box?
The campaign-in-a-box has been developed by the GABV with lots of help from our members and
partners like Triodos Bank, Vancity and MIT (Massachusetts Institute of Technology)! It provides details
on the strategy, participants, project timeline, high-level messaging, social media campaign elements,
offline event ideas, graphical templates, and other useful tools. We hope that the campaign-in-a-box
provides you with more than enough information to brief the relevant teams in your organisation, and
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begin planning internal and/or external engagement initiatives in preparation for your participation
during October.
Please plan to activate your campaign communications from October 1, building-up to the campaign
day on October 22, and running after the event until October 31. For tracking purposes, the GABV will
monitor all publically posted #BankingOnValues social media messages for the entire month.
Campaign Strategy
Based on feedback from last year’s campaign, 2015 activities will have a greater focus on online delivery
through a combination of social media activation (including shareable graphics and sample messages)
and webcasts. Please consider how to boost participation of local target audiences, especially co-
workers, in both the social media campaign and the webcasts. We have lofty targets this year!
The Theme
The overall theme is #BankingOnValues.
We will keep the ‘’I am #BankingOnValues’’ portion to incentivise co-workers again to get
involved by sharing their stories, experiences or insights about what it means to be part of the
values-based banking movement locally and globally. We are also running a co-worker social
media competition to boost participation. See Campaign Tools section for more information.
In response to feedback from last year’s campaign we’re also happy to amplify complementary
or translated hashtags, if this will create better lift for your activities. However, please use the
common hashtag, #BankingOnValues, in all of your social media posts.
o If you choose to use a second hashtag please advise [email protected] by
September 30.
The Targets
This year, with your support, we’re aspiring to create a significant lift in all elements:
10,000 public social media posts
10 million impressions
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1000 additional video views
10% co-worker (3000) participation rate in the webcast.
The Tactics
Social media campaign driven by the GABV through members and partners
Supported by a volunteer-based GABV social media team to post and respond to messages,
Targeting a list of activists, journalists, partners, and related hashtags, to cross-collaborate,
Inviting 2014 participants who posted a #BankingOnValues message to join again in 2015.
Social media campaign activated by members with co-workers, clients, partners
The campaign is supported again by a €1,000 incentive-based social media ask of co-workers to
tell their story of who they are, how they are involved and why it’s important. This incentive will
go towards flights/accommodation for travel to the 2017 GABV Annual Meeting, and will be
based on PUBLIC shares on co-workers’ private social media channels using #BankingOnValues.
The Values Ambassadors Alumni will be asked to judge the winner.
We will also provide sample social media messages, social media banners, and shareable
graphics for all participants to roll out a coordinated #BankingOnValues push during October.
Webcast events focusing on values-based banking
Developed in conjunction MIT Community Innovators Lab (MIT CoLab), the GABV, and active
members, we hope to bring you a small series of public webcasts. The webcasts, which will vary
in theme and format, will help build momentum for the launch of the first Massive Open Online
Course (MOOC) on values-based banking, which is being co-developed with Massachusetts
Institute of Technology for launch in 2016. If you are interested in running a webcast to add to
this series please advise Linda Ryan, [email protected] by September 30.
Public relations and media
Public relations and media relations activity surrounding this campaign is at the discretion of
local GABV members. We will reach-out to GABV strategic partners to encourage participation in
the social media campaign, and also invite media to participate in the webcasts. What can you
do locally to engage media?
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CAMPAIGN EXECUTION
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Campaign Participants
Here’s a list of our GABV Marketing and Communications Experts. Why not connect with a colleague in
your region to see if/how you can coordinate on the #BankingOnValues campaign, the social media
push or even a webcast? For more information or to confirm your participation please contact Linda
Ryan, ASAP, [email protected].
Name Bank Country Email
1 Fred Khonje
Affinity Credit Union Canada [email protected]
2 Barbara Felix
Alternative Bank Switzerland Switzerland [email protected]
3 Megan Adams Assiniboine Canada [email protected]
4 Andrea Tracanzan
Chiara Bannella
Banca Etica Italy [email protected]
5 Patricia Candia BancoFie Bolivia [email protected]
6 Jose Luis Zavala BancoSol Bolivia [email protected]
7 Ashlee Watson
Bankmecu
Australia [email protected]
8 Aja Cooper
Andrea Walker
Beneficial State Bank USA [email protected]
9 Zara Jabeen
Mahbub
BRAC Bank
Bangladesh
10 Allen Ayebare
Florence Mawejje
Sharon Nabweteme
Centenary Bank Uganda [email protected]
11 Gloria Nauden City First Bank of DC USA [email protected]
12 Sachin Dahal
Clean Energy Development
Bank
Nepal [email protected]
13 Frédéric Toussaint
Laurence Moret
Credit Cooperatif
France [email protected]
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14 Stian Torstenson
Lars Hektoen
Cultura Bank Norway [email protected]
15 Kauser Dad
Ecology Building Society
England [email protected]
16 Kristoffer Luthi Ekobanken Sweden [email protected]
17 Annette Snedaker First Green Bank USA [email protected]
18 Christian Eichbauer
Silke Bechtle
Kasten Rouven
GLS Bank Germany [email protected]
19 Ann Hybertz
Frandsen
Merkur Bank
Denmark
20 Stephanie Meade
New Resource Bank USA [email protected]
21 Juan Pablo Meza
Dani Godinez
Francisco Gochez
Evaristo Alas
SAC Apoyo Integral El Salvador [email protected]]
22 Nathan Pittman Southern Bancorp USA [email protected]
23 Tucker Combs Sunrise Banks USA [email protected]
24 James Niven Triodos Bank Netherlands
25 Heather Harmse Vancity Canada [email protected]
26 Dario Colman
Domingo Rene
Vision Banco Paraguay [email protected]
27 G Ganchimeg
Ganzorig Zul
Xac Bank Mongolia [email protected]
Common Language and Translation
Materials for the campaign are provided in the operational language of the GABV: English. We suggest
the core message, #BankingOnValues, remains in English, especially from a social media perspective, so
that we build a foundation for a common conversation over a three year period, and so that participants
see global momentum. Campaign graphics will be provided in template form to allow you to edit and
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translate local messages for local audiences. Feel free to also use a complementary hashtag to suit
your market or language requirements. Please submit any translated hashtags to Linda Ryan,
[email protected], by September 30, 2015.
To boost participation in Latin America, this campaign-in-a-box is also available in Spanish.
Project Timeline
Jul. Aug. Sep. Oct. Nov. Dec.
Monthly conference calls with Marcomms. experts (begin March). * * * * * *
#BankingOnValues campaign strategy overview distributed. *
#BankingOnValues webcast research and preparations begin. * *
#BankingOnValues campaign-in-a-box and graphics distributed. *
Members confirm use of complementary hashtags (Sept. 30). *
GABV updates online channels in preparation for campaign. * *
Members begin internal communications to promote the campaign
and social media competition to co-workers.
* *
Members confirm events and webcasts with GABV (Sept. 30). *
Members create campaign landing page on web sites (Sept. 30). *
Members replace old GABV logo with new GABV logo (Sept. 30) . *
All participants begin posting social media messages using
#BankingOnValues. Multiple posts per day from Oct. 1 to Oct. 31.
The Big Day for social media activity & events is Oct. 22.
*
All participants share and repost relevant social media messages
containing #BankingOnValues.
*
All particpants promote the campaign call-to-action: Join (GABV
eZine, online forums), Share (social media graphics, or messages)
and Participate (in events/webcasts, pre-register for MOOC).
*
All participants investigate and mange local earned media
opportunities promoting #BankingOnValues.
* *
Members compile social media and events/webcasts activity
reports, and send to the GABV.
*
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Members select & submit three nominees for social media
recognition award (criteria = combination of most creative and
most shared). Submit to GABV by Nov. 2.
*
GABV Values Ambassadors Alumni decide best co-worker social
media message. Winner announced by GABV.
*
GABV produces report on campaign and distributes. *
Campaign participants commit to posting social media messages
using #BankingOnValues as least once per week, moving forward.
* *
Campaign participants commit to including mentions of GABV
membership in press relases and reports, moving forward.
* *
Campaign participants commit to enbedding the GABV logo into
relevant marketing materials and web sites, moving forward.
* *
High-level Messaging
Core Message
The core campaign message is #BankingOnValues. It should appear in all messages associated with
campaign materials whether online through social media or offline through engagement events.
Message Perspectives
Use I Am when encouraging co-workers (or other audiences) to share a message publically
through personal social media channels. This will help humanise the message making it more
authentic and interesting, and it will help reinforce the human aspect of values-based banking.
Omit I Am when publishing from a corporate perspective.
Core Message Positioning
The 2015 #BankingOnValues campaign will focus on building action in the movement. This will be done
using a triple activation approach of JOIN, SHARE, and PARTICIPATE.
JOIN (e.g. GABV eZine, or GABV online forums), SHARE (social media graphics and messages), and
PARTICIPATE (in events/webcasts or pre-register for the MOOC).
These three elements should guide the use of the #BankingOnValues core message. Approaches
outlined below help illustrate how the core message can be used. Feel free to edit.
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Join us in #BankingOnValues, here’s how/where/when. This approach raises awareness of
events and opportunities to engage with the movement.
This is how we are #BankingOnValues. Sharing on-the-ground examples and cases of values-
based banks creating environmental, social, and economic impact.
Questions about #BankingOnValues? Ask us! Encourages participation, questions, and
feedback at local and online events.
100 sample social media messages are outlined in the Campaign Tools section of this document.
Important
Messages can be words, photos, cartoons, videos etc. In fact, a combination is best.
Think globally, act locally. You’re trying to use local corporate and co-worker inspired social
media action; combined with events and webcasts; supported by mentions, posts and shares of
this activity through your organisation’s social media network; to add to a global social media
conversation. Weaving the core message into everything you do is critical.
Think lowest common denominator. Probably the most restrictive social media channel is
Twitter, especially with the 140-character limit. Write for this limit leaving enough space for
your handle (organisation name) and the campaign hashtag #BankingOnValues.
Social Media Campaign
Social Media Campaign Strategy
Communications Objectives
Raise awareness of values-based banking by humanizing it; highlighting the PEOPLE behind it,
their PASSION, their vision and WHY they’re involved.
Create interest in values-based banking; that it EXISTS, is a GLOBAL MOVEMENT, an AGENT OF
social, economic and environmental CHANGE and that it puts PEOPLE BEFORE PROFIT.
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Build action in the movement; using a triple activation approach of JOIN (e.g. GABV eZine, or
GABV online forums), SHARE (social media graphics and messages), and PARTICIPATE (in
events/webcasts and pre-register for the MOOC).
Potential Audiences
30,000 co-workers that power the values-based banking movement, members, and partners.
20 million customers of GABV members
Partners
Public
Social Media Strategy
Build consistency through coordinated effort. This will consist of posts by:
The GABV
GABV members
GABV and member co-workers
Partners and customers—think of ways to engage them in your campaign.
Time
Starting on October 1 and running right through to October 31, with a full push on October 22. Post-
campaign messages will also roll out featuring the best shareable social media messages.
Campaign Messages
#BankingOnValues
Join
Share
Participate
Local Events and Webcasts
Use the common campaign theme to engage co-workers, members, and partners. Help generate local
awareness, interest and social media activity by providing event-based selfie (photo) opportunities,
interactive Q&A etc. to bring offline activity online. Please also consider how you can bring elements or
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your full event online by webcasting it. If you decide to webcast on event please advise Linda Ryan,
[email protected] by September 30. A sample webcast outline is listed in this document.
Co-worker Recognition and Award for Best Social Media Message
For the best PUBLICALLY shared social media message from co-workers’ personal social media channels,
we’re offering a €1000 award. This award will be put towards travel/accommodation expenses for the
co-worker to attend the 2017 GABV Annual Meeting. Criteria for the award are any combination of most
creative, and/or most shared social media message. More details on how you can nominate your
organisation’s top three co-workers’ posts are outlined in the Recognition Award section. We will also
contact you after October 22 to receive your nominations.
Social Media Campaign Messaging
Let’s build upon the existing conversation, #BankingOnValues, from 1 October, or sooner. Since the
campaign last year, the GABV has been posting regularly using #BankingOnValues and more of you are
starting to do so. This combined effort has already generated over 4 million impressions! In terms of the
October campaign, why not:
Share and retweet existing #BankingOnValues conversations/content
Create and share new initiatives, stories, content
Get co-workers involved in the #BankingOnValues conversation prior to 22 October.
Sample social media messages are available in the Campaign Tools section of this document. Social
Media banners and shareable graphics will be distributed in September by the GABV as well.
Starting October 1, please help us leverage the content and activity on your social media channels.
Share, post, comment, like and re-share. Here's a list of GABV members’ Twitter and Facebook
channels. Be inspired by what others are posting!
Twitter Facebook
Affinity Credit Union @Affinity_CU https://www.facebook.com/affinitycu
Alternative Bank Schweiz https://www.facebook.com/alternativebankschweiz
Assiniboine CU @AssiniboineCU https://www.facebook.com/pages/Assiniboine-Credit-
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Union/298221280375663
Banca Etica @bancaetica
Banco Fie https://www.facebook.com/BancoFieBo
BancoSol @BancoSol https://www.facebook.com/pages/Banco-Sol/168280756582142
Bank Australia @bankaust https://www.facebook.com/bankmecu
Beneficial State Bank @BeneficialState https://www.facebook.com/BeneficialStateBank
BRAC Bank https://www.facebook.com/BRACBANK
Centenary Bank @CentenaryBank https://www.facebook.com/Centenarybank
City First Bank DC @CityFirstBankDC https://www.facebook.com/cityfirstbank
Clean Energy
Development Bank
@cleanenergybank https://www.facebook.com/clean.energy.bank
Credit Cooperatif @credit_coop_ https://www.facebook.com/CreditCooperatif
Cultura Bank @CulturaBank https://www.facebook.com/culturabank
Ecology Building Society @EcologyBS
Ekobanken @_Ekobanken https://www.facebook.com/ekobanken
First Green Bank @FirstGREENBank https://www.facebook.com/FirstGREENBank
GLS @glsbank https://www.facebook.com/glsbank
Merkur https://www.facebook.com/merkurandelskasse
New Resource Bank @NewResourceBank https://www.facebook.com/pages/New-Resource-
Bank/94391438470
Southern Bancorp @SouthernBancorp https://www.facebook.com/SouthernBancorp
Sunrise Banks @SunriseBanks https://www.facebook.com/SunriseBanks
Triodos Bank UK @Triodosuk https://www.facebook.com/triodosbankuk
Vancity @Vancity https://www.facebook.com/Vancity
Vision Banco @VisionBanco https://www.facebook.com/VisionBanco
XacBank @XacBank https://www.facebook.com/xacbank
If we are missing a channel or have made a mistake, please advise Linda Ryan, [email protected].
Social Media Recognition Award
To encourage co-workers to spread social media messages using #BankingOnValues, the GABV has
created an award of €1000 to attend the 2017 GABV conference. Selecting these nominess is based on
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PUBLIC social media messages shared on ‘personal social media channels, referencing
#BankingOnValues.
Using any combination of the criteria most shared/best reach and most creative, please nominate three
co-workers from your organisation by sending the following details to Linda Ryan [email protected],
by November 2, 2015:
Names, email addresses and work telephone numbers, locations
1-3 screenshots of the sample messages for each nominee
Links to social media channels used by nominees for the #BankingOnValues campaign
Reason for nominations e.g. best reach, most shared/liked/retweeted, most creative.
Nominees will only be accepted for publically visible social media content referencing
#BankingOnValues. Please remind your co-workers to share messages using the PUBLIC option. They
can easily select this option for individual messages without amending privacy settings for their entire
site. All nominees must have sent/shared/posted at least one social media message mentioning
#BankingOnValues during October. For nominations based solely on best reach/most shared
#BankingOnValues message, the period of calculation can range from October 1 to October 31.
Social Media Integration for Channels and Events
We’ve sourced a solution from www.tagboard.com that provides you with HTML code to integrate into
a campaign page on your web site, or a presentation at an event. The solution works by using hashtags
to search for and collect public social media content within seconds of being posted to networks like
Twitter, Facebook and Instagram. By inserting the code into your campaign web page, you can showcase
the #BankingOnValues real-time social media conversations.
Please do the following...
Create a campaign page on your web site
Insert this code into your campaign page
Promote this real-time snapshot of the social media #BankingOnValues conversation to clients,
members, and partners.
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If you develop a local hashtag in addition to #BankingOnValues, you will need to set-up a separate
Tagboard feed at www.tagboard.com.
Here are some examples of where we’ve already integrated the Tagboard code
Tagboard administration page: https://tagboard.com/bankingonvalues/186062
http://www.gabv.org/bankingonvalues
Inserting Tagboard code
To integrate Tagboard into your organisation’s web site…
1. In your HTML editor, input the following code:
<div id="tagboard-embed"></div>
<script>var tagboardOptions = tagboard:"bankingonvalues/186062";</script>
<script src="https://tagboard.com/public/js/embed.js"></script>
2. Publish to your website
To integrate Tagboard code into large screen live-feed events/presentations…
1. Open this link in your browser: https://tagboard.com/bankingonvalues/186062/presentation
2. Change your browser view settings to full screen
If you can’t embed the Tagboard code into your website…
You can still share the public Tagboard collation of all #BankingOnValues conversations on your social
media channels and email communications by linking to:
https://tagboard.com/bankingonvalues/186062
Please note: Tagboard works on all up-to-date browsers
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Offline Engagement Events
Local Events
An event is one way to engage co-workers and the public as part this campaign. If you decide to host an
event it can be as long or as short as you like. If you can’t hold an event on October 22, please consider
recording a webcast and releasing it online. Please advise Linda Ryan, [email protected] by
September 30 if you intend to do this.
Global Webcasts
Developed in conjunction with MIT Community Innovators Lab (MIT CoLab), the GABV and active
members, we hope to bring you a small series of public webcasts. The webcasts, which will vary in
theme and format, will help build momentum for the launch of the first Massive Open Online Course
(MOOC) on values-based banking, which is being co-developed with Massachusetts Institute of
Technology for launch in 2016. We will begin promoting these webcasts in early October, please
promote them locally and encourage as many co-workers as possible to join. If you are interested in
running a webcast to add to this series please advise Linda Ryan, [email protected] by September
30.
Possible Local Event Target Audiences
Events can occur with all or some of our target audiences, including:
GABV co-workers
GABV customers
GABV network partners
Other local relationships/organisations.
Event Date
October 22, 2015.
Possible Local Event Themes
Please consider how you can shape your offline engagement event, either totally or partially, around
values-based banking. Including an element of this theme in your offline engagement event also
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provides you with an opportunity to fuel your organisation’s social media campaign by posting and
sharing event photos, videos and insights. Beyond the common theme of #BankingOnValues please feel
free to shape your event according to your activities, focus and resources.
Possible Local Event Objectives
Depending on whether your local offline engagement event speaks totally or partially to
#BankingOnValues, your event objectives may differ slightly from the communications objectives
outlined below. However, please use these objectives to help guide your event outline.
Raise awareness of values-based banking by humanizing it: highlighting the PEOPLE behind it,
their PASSION, their vision and WHY they’re involved.
Create interest in values-based banking: that it EXISTS, is a GLOBAL MOVEMENT, an AGENT OF
social, economic and environmental CHANGE and that it puts PEOPLE BEFORE PROFIT.
Build action in the movement; using a triple activation approach of JOIN, SHARE, and
PARTICIPATE.
Measurement and Tracking
If we can’t measure it, we can’t master it! We need your help to do track the success of this campaign.
Linda Ryan will centrally manage the measurement of all PUBLIC social media references to the
campaign keywords #BankingOnValues, including impressions and mentions from a qualitative and
quantitative perspective. Ensuring your organisation consistently and continuously references
#BankingOnValues, is very important!
We are also asking you, after October 22, to provide brief reports on:
Offline Events held by your organisation. Your report should include things like:
Event type and format
Attendance numbers
Target audience
Themes and topics discussed
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1-3 event photos
Press coverage links (if any)
Insights, comments, or feedback.
Local Social Media Activity by your organisation and co-workers from October 1-22. Your report should
include things like:
Organisation
o List of social media channels your organisation used (including links)
o Follower statistics for these channels
o 1-3 screenshots of the best content
o Analytics on the reach of your social media content based on likes, shares, retweets, etc.
Co-workers
o The number of participants (if you have the ability to track this)
o 1-3 screenshots of the best content
o Analytics on the reach of social media content based on likes, shares, retweets, number
of followers, etc.
Please remind your co-workers to share messages using the PUBLIC option. Co-workers can easily
select this option for individual messages without amending privacy settings for their entire site. All
nominees must have sent/shared/posted at least one social media message mentioning
#BankingOnValues during October. For nominations based solely on best reach/most shared of a
#BankingOnValues message, the period of calculation can range from October 1 to October 31.
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CAMPAIGN TOOLS
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Social Media Campaign Tools
Content Ideas & Sample Messaging
The core messaging of this social media campaign is #BankingOnValues. This year, the central focus will
be to convey examples of how values-based banking puts People First by using banking to create
positive economic, social and environmental impact.
Please remember to:
Use visual content when possible (visual content is engaging and transcends language barriers).
o The GABV will provide social media banners and shareable graphics for you to use.
o Reuse content from your 2014 #BankingOnValues initiatives and postings etc.
Develop content and/or use the sample social media messaging to emphasise economic, social
and environmental impact supported by values-based banking
Share content that highlights People First e.g. your co-workers, your members, your partners,
your communities. The more we humanize values-based banking, the more successful the
campaign will be.
Sample Messages: Top 100
The message variations are endless and can differ depending on the sharer, region, context etc. To get
you started, we’ve drafted some samples that speak to the communications objectives of the campaign.
Each message meets the 140 character limit set by Twitter, probably the most restrictive social media
channel (in terms of character count). Feel free to edit the messages, create your own, or change the
links.
General
1. #BankingOnValues is a global movement. 27 banks, 20 million customers & $100 billion creating
positive change. Watch http://ow.ly/RSgNw
2. #BankingOnValues is a global movement. 30,000 co-workers & 20 million people making good
money by putting $ to good. www.gabv.org
3. #BankingOnValues = better future. #Impinv in economic, social & environmental change.
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www.gabv.org. Watch http://ow.ly/RSgNw
4. I Am #BankingOnValues 2 create a better future 4 my family. Where I bank has a positive
impact. Watch http://ow.ly/RSgNw
5. #BankingOnValues puts People First. Banking can make you good money by putting money to
good. www.gabv.org
6. How do u build ur wealth & ur community? I Am #BankingOnValues because it makes money
work harder. #impinv www.gabv.org
7. #BankingOnValues builds a better world. Money is power, where you bank matters.
www.gabv.org. Watch http://ow.ly/RSgNw
8. Do u know where ur money sleeps at night? I am #BankingOnValues; I care how my money is
used by my bank. www.gabv.org
9. There’s power in ur pocket. Where u choose to bank matters. I am #BankingOnValues
www.gabv.org. Watch http://ow.ly/RSgNw
10. Want ur money 2 build wealth & community. Where u bank matters. I Am #BankingOnValues
www.gabv.org. Watch http://ow.ly/RSgNw
11. #BankingOnValues creates positive economic, social and environmental impact. Good 4 me &
my community. www.gabv.org
12. Did you know #BankingOnValues puts the power back in your pocket? Watch and learn
http://ow.ly/RSgNw www.gabv.org
13. Money isn’t’ good or bad; what we do with it can be heroic! I choose #BankingOnValues. Watch
http://ow.ly/RSgNw www.gabv.org
14. You have a choice. I am #BankingOnValues to make my money work for me & my community.
#Different banking. www.gabv.org
15. Do you believe in a positive money movement? #BankingOnValues makes good money by
putting money 2 good. www.gabv.org
16. I’m making big change with small transactions. I choose a values-based bank. #BankingOnValues
http://ow.ly/RSgNw www.gabv.org
17. Do u choose #BankingOnValues? I say yes 2 economic, social & environmental impact.
Watchhttp://ow.ly/RSgNw. www.gabv.org
18. I Am #BankingOnValues 2 change finance. I choose a #different bank. Good for me & my
community. Are you? www.gabv.org
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19. I’m proud to be one of 30,000 co-workers powering a global movement. Positive banking =
#BankingOnValues. www.gabv.org
20. People First? My bank puts people b4 profit. Watchhttp://ow.ly/RSgNw. #Impinv = + impact.
#BankingOnValues www.gabv.org
GABV: Our (member) Stories
21. Canada’s @Affinity_CU is #BankingOnValues; working with Saskatoon youth on financial
literacy. http://ow.ly/RkNmO
22. Canada’s @AssiniboineCU is #BankingOnValues; working with immigrants to revolutionize
university food. http://ow.ly/RkNtb
23. USA’s @NewResourceBank is #BankingOnValues; building relationships to help local businesses
flourish. http://ow.ly/RkNzz
24. USA’s @BeneficialState is #BankingOnValues by supporting food providers find
#RenewableEnergy. http://ow.ly/RkNIi
25. USA’s @SunriseBanks is #BankingOnValues by financing housing for vulnerable adults in
Minneapolis. http://ow.ly/RkNLv
26. #Food. @FirstGREENBank is #BankingOnValues by financing local, sustainable agriculture in
Florida. http://ow.ly/RkNOB
27. Bolivia. @BancoSol is #BankingOnValues by providing business advice to micro-entrepreneurs.
http://ow.ly/RkNR7
28. SAC Apoyo Integral is #BankingOnValues by supporting small business growth in El Salvador.
http://ow.ly/RkNXz
29. BancoFie is #BankingOnValues by supporting small organic farmers in Bolivia.
http://ow.ly/RkO2v
30. Alternative Bank Switzerland is #BankingOnValues; empowering women with disabilities
through employment. http://ow.ly/RkO8P
31. Italy. @bancaetica is #BankingOnValues by partnering to provide opportunities to vulnerable
adults. http://ow.ly/RkOdO
32. France. @credit_coop is #BankingOnValues by partnering with Group SOS. #impinv in 40+ social
enterprises. http://ow.ly/RkOgV
33. Norway. @CulturaBank is #BankingOnValues by financing ecological food distributors.
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http://ow.ly/RkOjH
34. Merkur Coop Bank is #BankingOnValues by connecting clients with resources and skills.
http://ow.ly/RkOlY
35. Germany. @glsbank is #BankingOnValues by bringing childhood education closer to nature.
http://ow.ly/RkR6M
36. Social #investment. @TriodosUK is #BankingOnValues by helping clients connect ex-offenders
with jobs. http://ow.ly/RkRf3
37. Environmental #investment. @CentenaryBank is #BankingOnValues by supporting tea growers
in Uganda. http://ow.ly/RkRqM
38. Energy #investment. @XacBank is #BankingOnValues; making homes more energy efficient in
Ulaanbaatar. http://ow.ly/RkRuy
39. Economic #investment. BRAC Bank is #BankingOnValues by supporting SMEs in Bangladesh.
http://ow.ly/RkRBN @BRACworld
40. Social #investment. @bankaust is #BankingOnValues; financing homes for survivors of domestic
abuse. http://ow.ly/RkRFy
41. Community #investment. @EcologyBS (UK) is #BankingOnValues by supporting a community
trust develop affordable homes. http://ow.ly/RkRKs
42. Environmental #investment. @cleanenergybank is #BankingOnValues by supporting clean
energy in communities. #Nepal. http://ow.ly/RkROc
43. Environmental #investment. @Vancity is #BankingOnValues by supporting zero-waste recycling
business in Vancouver. http://ow.ly/RkRTO
44. Environmental #investment. @_Ekobanken is #BankingOnValues by supporting organic and
biodynamic dairy farms #Sweden. http://ow.ly/RkRWu
45. Social #investment. @CityFirstBankDC is #BankingOnValues by financing high impact community
facilities. #USA. http://ow.ly/RkS0W
46. Economic #investment. @SouthernBancorp is #BankingOnValues by supporting #smallbusiness
in rural America. http://ow.ly/RkS4X
Environmental Impact
47. #BankingOnValues invests in #sustainability. @NewResourceBank (USA) assesses sustainability
clients. #Accountability http://ow.ly/RkSiL
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48. Conservation land bank in #Australia by @bankaust offsets carbon. http://ow.ly/RkSqK
#BankingOnValues = #ClimateChange
49. Supporting #RenewableEnergy. @TriodosUK is #BankingOnValues by investing in community
wind energy. http://ow.ly/RkSwG
50. Mongolia’s @XacBank is #BankingOnValues by supporting #energyefficient homes in polluted
cities. http://ow.ly/RkSSs
51. Canada’s @Vancity connects #BankingOnValues & #organic urban agriculture. #Impinv
http://ow.ly/RkSXX
52. Germany’s @glsbank is #BankingOnValues by financing green energy in Europe with Green for
Growth Fund. http://ow.ly/RkT1t
53. #Impinv @EcologyBS (UK) = #BankingOnValues by financing eco friendly mortgages & home
renovations. http://ow.ly/RkT4t
54. USA’s @BeneficialState credit card supports @AmazonWatch to preserve a #rainforest. This is
#BankingOnValues. http://ow.ly/RkT8L
55. Protecting #environment? @FirstGREENBank offers solar loans to reduce energy costs.
http://bit.ly/1i1Ig4D #BankingOnValues
56. Canada’s @Affinity_CU is #BankingOnValues; partnering with Saskatchewan Environmental
Society on #sustainable living. http://ow.ly/RkX3r
57. Nepal’s @cleanenergybank is #BankingOnValues by financing green energy solutions.
http://ow.ly/RkXan
Social Impact
58. #BankingOnValues by @bankaust = promoting #reconciliation with Australia’s First Peoples.
http://ow.ly/RkXw9
59. #BankingOnValues by @Vancity (Canada) = partnering to provide banking to remote
communities. http://ow.ly/RkXEi
60. #BankingOnValues @SunriseBanks (USA) = supporting community through Socially Responsible
Deposit Fund. http://ow.ly/RkYea
61. #BankingOnValues @CityFirstBankDC (USA) = financing affordable housing. View the interactive
map. http://ow.ly/RkYLk
62. #BankingOnValues @SouthernBancorp = changing lives in the rural USA. Learn how.
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http://ow.ly/Rl04x
63. @VisionBanco (Paraguay ) is #BankingOnValues by helping to turn remittances into savings.
http://ow.ly/Rl12D
64. @Affinity_CU (Canada) is #BankingOnValues: promoting financial literacy in businesses, non-
profits, & schools. http://ow.ly/Rl1vg
65. @BancoSol is #BankingOnValues: providing $4.6 million in financing to 2 million micro
#entrepreneurs in Bolivia. http://ow.ly/Rl1N7
66. @CentenaryBank (Uganda) is #BankingOnValues; investing in financial literacy & #business
empowerment 4 Kasubi youths. http://ow.ly/Rl2c7
Economic Impact
67. USA’s @SouthernBancorp is #BankingOnValues by #revitalizing rural communities.
http://ow.ly/Rl2Q0
68. Fighting money laundering? @bancaetica is #BankingOnValues by fighting corruption in Italy.
Learn more http://econ.st/1Ig5Tvm
69. #Choice. @credit_coop (France) is #BankingOnValues by letting customers choose what sector
their deposits will finance. http://ow.ly/RlgYD
70. #Accountability. @TriodosUK is #BankingOnValues by being transparent about who they lend to.
Know where your money goes. http://ow.ly/RlgPE
71. #Different. @Vancity is #BankingOnValues by providing alternatives to predatory pay-day loans.
#Canada. http://ow.ly/Rlhm3
72. #Different. @CityFirstBankDC is #BankingOnValues by financing small businesses at fair rates.
http://ow.ly/RliVH
73. BRAC Bank is #BankingOnValues by banking the ‘’missing middle’’ in Bangladesh. @BRACWorld
http://ow.ly/Rljlt
74. #SocialImpact. @credit_coop is #BankingOnValues with socially responsible asset management
through ECOFI. http://bit.ly/1MTPk01
75. Social #investment. @credit_coop is #BankingOnValues by operating CoopEst; funding
microfinance & social economy in Eastern Europe. http://ow.ly/Rlko0
76. GABV member banks are #BankingOnValues leveraging USD 100 billion for social, economic &
environmental impact! www.gabv.org
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77. Social #investment. @Vancity is #BankingOnValues by illuminating the local ethical economy in
Vancouver. http://ow.ly/Rlll2
In the News
78. #Changemakers. @FirstGREENBank CEO Ken LaRoe talks to @forbes on the mission behind
#BankingOnValues http://onforb.es/1HqsfAb
79. #Changemakers. @BeneficialState CEO Kat Taylor on finance, philanthropy, and #climatechange.
#BankingOnValues http://ow.ly/RllNa
80. #Changemakers. @Vancity CEO Tamara Vrooman leads co-operatives event at #UN
headquarters in NYC. #BankingOnValues http://ow.ly/RllYA
81. #Changemakers. BRAC Bank Director Rumee Ali on banking and development for @guardian
#BankingOnValues http://ow.ly/RlnLV
82. #Changemakers. @BancaEtica CEO Ugo Biggeri on Terra Vivia, the #neweconomy and ethical
finance. #BankingOnValues http://ow.ly/RlnGe
83. #Changemakers. @NewResourceBank CEO Vince Siciliano on culture Vs the ethical bank.
@TriplePundit. #BankingOnValues http://ow.ly/Rlnyg
84. #Changemakers. @BancaEtica CEO Ugo Biggeri on the social impact of Banca Etica in Italy.
#BankingOnValues http://ow.ly/Rlnt2
85. #Changemakers. Merkur Coop Strategic Advisor, Lars Pehrson on better banking regulation.
#BankingOnValues http://ow.ly/Rlnl7
86. #Changemakers. @bankaust CEO Damien Walsh on integrated reporting and measuring impact.
#BankingOnValues http://ow.ly/Rlnfj #Accountability
87. #Changemakers. @EcologyBS CEO Paul Ellis on debunking the myth of principles Vs profit.
#BankingOnValues http://ow.ly/Rln8V
88. #Changemakers. @Vancity CEO Tamara Vrooman on banking that puts communities first.
#BankingOnValues http://ow.ly/Rln3S
89. #Changemakers. @NewResourceBank CEO Vince Siciliano asks: “Do you know where your
money spends the night?” #BankingOnValues http://ow.ly/RlmXH
90. #Changemakers. @TriodosNL CEO Peter Blom on re-thinking banking after the financial crisis.
#BankingOnValues http://ow.ly/RlmSR
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Engaging Similar Movements
91. Is access to banking a #HumanRights issue? Invest in social change. Choose #BankingOnValues.
92. Can banking be #FairTrade? Invest in economic change. #BankingOnValues www.gabv.org
93. What if banks #Divest from industries that harm our planet? Invest in environmental change.
Choose #BankingOnValues. www.gabv.org
94. Invest in environmental change. #Divest and #KeepItInTheGround. Choose #BankingOnValues.
www.gabv.org
95. Is #Microfinance a good investment? @bankingonvalues members change lives through
#Microcredit. #BankingOnValues www.gabv.org
96. Where can you #MoveYourMoney to make a positive change? Try the @bankingonvalues
member banks. #BankingOnValues www.gabv.org
97. Can banks be profitable while financing positive #SocialImpact? @bankingonvalues proves it is
possible. #BankingOnValues www.gabv.org
98. How will #ClimateChange impact you and your community? What can you do? Choose
#BankingOnValues. #MoveYourMoney www.gabv.org
99. Can today’s banks help build a #NewEconomy? Choose #BankingOnValues. www.gabv.org
100. What does it look like when banking and #sustainability go hand-in-hand? Choose
#BankingOnValues www.gabv.org
Connecting With Other Movements (hashtags, activists, journalists etc.)
During this campaign we will connect with change-makers and influential voices active in the ethical
finance, banking and values-based banking fields to try to engage them in the #BankingOnValues
conversation. Below is a list of 23 journalists, activists, and bloggers you can engage with too. We’ve
identified Twitter handles but these contacts may also be active on other social media channels. Feel
free to add to or edit the social media connections you engage with.
Name Twitter Handle Description
1 World Bank @WorldBank The official World Bank Twitter feed. The World Bank's
mission is to fight poverty with passion and
professionalism for lasting results. Washington, DC.
31
worldbank.org
1.49 million followers
2 Naomi Klein @NaomiAKlein Canadian author and activist. Known for her books
criticizing global corporate capitalism and raising
awareness about the climate crisis.
285,000 followers
3 Elizabeth
Warren
@elizabethforma
@SenWarren
US Senator from Massachusetts. Known for being a
champion of US banking reform.
148,000 followers for @elizabethforma
285,000 followers for @SenWarren
4 Mathew
Bishop
@mattbish Longtime writer and editor at The Economist; co-author
The Road From Ruin, Philanthrocapitalism.
54,585 followers
5 Zoe Williams @zoesqwilliams Columnist for the Guardian. Writes about banking and
money, among other topics.
55,200 followers
6 Martin Wolf @martinwolf_ An automated feed of Financial Times content by Martin
Wolf, chief economics commentator at the Financial
Times.
24,832 followers
7 Global Impact
Investing
Network
@theGIIN
The Global Impact Investing Network is a non-profit
organisation dedicated to increasing the scale and
effectiveness of impact investing. thegiin.org
17,200 followers
8 Positive
Money
@PositiveMoneyUK A movement to democratise money and banking so that
it works FOR society and not against it.
14,600 followers
9 Gillian Tett @gilliantett US Managing Editor of the Financial Times, Author of,
SILO EFFECT, forthcoming in September
http://t.co/wmCepZCqOS.
9,847 followers
32
10 International
Cooperative
Alliance
@icacoop An independent, non-governmental association that
unites, represents and serves co-operatives worldwide.
7,267 followers
11 Finance
Innovation
Lab
@TheFinanceLab
#systemschange project empowering positive
disruptors in the financial system. Building a
#community of system changers.
http://financeinnovationlab.org/ London.
TheFinanceLab.org
6,827 followers
12 Finance
Watch
@forfinancewatch
Non government organisation dedicated to making
finance work for the good of society. Newsletter
http://bit.ly/MD2cD1
6,127 followers
13 Better
Markets
@Bettermarkets Better Markets is a non-profit, non-partisan, and
independent organisation working to build a more
secure financial system for all Americans. Washington,
DC. bettermarkets.com
4,938 followers
14 Sustainalytics @Sustainalytics
Sustainalytics is a global environmental, social and
governance (ESG) research and analysis firm with 20
years of experience in Responsible Investment. Global.
sustainalytics.com
4,219 followers
15 Gretchen
Morgenson
@gmorgenson Business reporter, The New York Times; co-author NYT
bestseller, Reckless Endangerment.
2,720 followers
16 Capital
Institute
@CapInstitute
Non-partisan, transdisciplinary collaborative tweeting
on how to build a more just, regenerative & sustainable
economy.
https://www.facebook.com/CapitalInstitute?_rdr=p
2,585 followers
33
17 FMO
Development
Bank
@FMO_development
FMO is a Dutch Development Finance Company.
Involved in development banking, entrepreneurship,
emerging economies, finance, development, and
sustainability. The Hague, The Netherlands. fmo.nl
2,378 followers
18 Aspen
Network of
Development
Entrepreneurs
@AspenANDE The Aspen Network of Development Entrepreneurs is a
global network of organisations that propels
entrepreneurship in emerging markets. andeglobal.org
1,872 followers
19 The Next
System
Project
@TheNextSystem
@GarAlperovitz
A multi-year initiative to re-think ways to address
systemic challenges in the US. Gar Alperovitz, co-chair.
1,769 followers
20 David Bank @davidbank Mostly tweets from @ImpactAlpha: Investment News
for a Sustainable Edge. Formerly of
http://t.co/hzXRvo6YG7, Wall Street Journal, San Jose
Mercury News.
813 followers
21 Motivaction @MartijnLampert
Research Director, speaker & author @ MotivactionInt.
Leading Glocalities: Values, target group & trend
research in 20 countries. tinyurl.com/6xqeuhn
549 followers
22 Sustainable
Finance Lab
@SusFinLab
Research to make banking sustainable and future proof!
#euro #dollar #bitcoin #fintech #blockchain? Triodos
Bank Bank is a founder of Sustainable Finance Lab.
189 Followers
23 Community
Development
Bankers
Association
@CDBankers The national trade association of community
development banks. The voice and champion of banks
with a mission to serve low and moderate income
communities. Washington, D.C. cdbanks.org
217 followers
34
Please advise Linda Ryan, [email protected] if you feel you have more activists, journalists or
organisations to add to this list.
We have also identified Top 20 Related Hashtags that could be used to help engage audiences active in
related movements. Examples of how these can be incorporated into tweets are listed in the Sample
Messaging section above. Feel free to add to or edit the list.
1. #Investment (attracts 3 posts per minute)
2. #Accountability (attracts 51 posts per hour)
3. #HumanRights (attracts 42 posts per hour)
4. #FairTrade (attracts 23 posts per hour)
5. #ClimateChange (attracts 21 posts per hour)
6. #Sustainability (attracts 19 posts per hour)
7. #Impact (attracts 12 posts per hour)
8. #Banks (attracts 9 posts per hour)
9. #CSR (attracts 8 posts per hour)
10. #KeepItInTheGround (attracts 1 post per hour)
11. #SocialImpact (attracts 65 posts per day)
12. #ImpInv (attracts 21 posts per day)
13. #Microfinance (attracts 13 posts per day)
14. #RealEconomy (attracts 12 posts per day)
15. #Divest (attracts 7 posts per day)
16. #Microcredit (attracts 6 posts per day)
17. #NewEconomy (attracts 6 posts per day)
18. #PeopleFirst (attracts 5 posts per day)
19. #MoveYourMoney (attracts 3 posts per day)
20. #ImpactInvestment (attracts 2 posts per day)
Tips on Engaging Co-Workers in Social Media Campaigns
Edited article and ideas courtesy of http://www.socialmediaexaminer.com/5-ways-to-get-your-entire-
company-on-board-with-social-media/
35
Although there are many reasons why social media campaigns fail, probably one of the biggest reasons
for failure is the lack of top-to-bottom “buy-in” from all co-workers.
In some cases, the CEO thinks the idea is frivolous
In others, management has their doubts
And in a large majority of organisations, co-workers have varied understanding of what social
media is, what it does and how they can play a role in campaign success
5 actions any company, large or small, can take to achieve social media buy-in.
#1 Someone Must Take the Lead
Every great project calls for a great leader. And if you want the GABV
campaign to succeed on social media, someone is going to have to take
the reins. No, this does not mean all responsibilities fall on one person’s
shoulders; rather, the person is a coordinator, a motivator and a filter for
all of the company’s core content and social media.
The position we’re talking about here is sometimes referred to as a chief executive officer (CEO), CCO
(chief content officer) or a CMO (chief marketing officer), but when it comes down to it, the name
doesn’t matter as much as the activities performed by that person. When it comes to true social media
success, one thing is certain—if an organisation’s social media marketing is left to chance and the
unguided efforts of many, it may fail.
#2: Educate Via an Event
In so many cases, the manner in which organisations establish a social
media campaign can be ineffective. Here are examples of what not to do:
Send out a sudden mass email to all co-workers asking them to
write blogs.
Notify co-workers of the organisation’s new Facebook page and suggest they Like it.
Post a series of tweets and expect people to share them.
The reason for this is very simple: The majority of co-workers, no matter what industry, do not
understand the power and potential of social media from a corporate perspective. This is why we
suggest when you begin to communicate the internal call for participation in the social media
campaign—whether it’s via Facebook, Twitter, LinkedIn, YouTube etc.—you bring as many together as
36
possible for an internal social media summit, series of summits and/or webcasts.
During this summit, the first half of the event can focus on education. This is where all co-workers get
familiar with types of social media, the potential power of these platforms, how content marketing
works, etc. Once co-workers understand how social media can impact the campaign objectives and local
GABV member goals by increasing customers/clients/members, product/service innovations,
community impact, and customer satisfaction etc. (thus discovering the “why”), you can move to phase
two of this important summit.
#3: Encourage Employee Action
The next step of this summit could be to implement an action plan of how
each person in your organisation can make a difference. There are many
examples of this, but we’ll just demonstrate one here.
Think about the two specified objectives of the social media campaign and the theme:
#BankingOnValues. Why not present the top messages suggested in the campaign-in-the-box and get
consensus on the top 5 messages your co-workers feel most comfortable using and sharing on their
social media networks. If no message resonates then help the group to develop some.
Then work with co-workers to generate ideas on how they can bring their favourite statements to life
through personal experience via words, photos, sketches, pictures, videos, infographics,
member/customer stories etc. Over subsequent weeks set and incentivize team challenges to produce
sample content. Share this content with the organisation and build the campaign momentum from
there. Talking about social media is one thing, but merging the brain power of everyone in an
organisation is truly special. Synergy works!
#4: Remind co-workers To Switch Privacy Settings to PUBLIC for
Campaign Related Messages
A key element of this social media campaign is encouraging co-workers to
share campaign related messages on October 22 through their own
private social media channels. In order for your organisation and the GABV
social media channels to see, share and measure the reach of these
37
personal messages, it is vital to remind co-workers to select PUBLIC when posting campaign messages.
Co-workers can easily select this option for individual messages without amending privacy settings for
their entire site.
#5: Create Regular Social Media Campaign Updates
As with every movement, a great launch like an organisation-wide social
media summit is not enough to sustain the long-term practices necessary
for social media success.
For this reason, think about sending out regular updates through your internal channels to all co-
workers explaining the results of the ideas and content generation, and momentum being built
through their contributions. Examples of things to include in the communications are:
Pre-event
o Special mentions of excellent content and the co-workers who developed them
o Campaign countdown to October 22 plus updates and progress on GABV members
involved and their best content ideas
o Call for social media campaign ambassadors to collate and share, or post and repost
#BankingOnValues content on local channels during October 22.
Post-event
o Increases in the number of website visitors due to social media/blogging efforts
o Positive customer/member/client testimonials and comments
o Examples of how specific pieces of content led to new business/comments/innovations
o Questions and feedback opportunities for the co-workers.
Constant awareness is key to building long-term momentum with any marketing campaign, and by
increasing this awareness, the process of making social media part of your organisation’s culture can
become a standard for future activities.
38
#6: Continue Training and Education
Nothing is developing more rapidly in this world than the Internet and
social media. So, staying up to date and educated is necessary for long-
term success.
Just as the internal campaign communications help co-workers to see the fruits of their labors, ongoing
education with respect to social media marketing allows for continual improvements, innovations and
ideas. For example, because video and photo storytelling is becoming increasingly popular, it’s a great
idea to train more co-workers in the basics of producing video or taking photos. Once they have this
knowledge and understand how to look for content opportunities, they can then start producing
product, service, community impact, event, and initiative-related visuals that can have a major impact
on your brand and web presence.
Offline Event and Webcast Tools
Sample Webcast Outline
Introducing the #BankingOnValues Movement to Larger Audiences
An improvement this year is to offer a small series of member-coordinated webcasts that will be
publically available. The GABV is already in discussion with three members but we’d love to have more
members committing to broadcast some or all of your events via webcast. This will:
Create more opportunities for co-workers to experience the #BankingOnValues movement
Provide more easily accessible #BankingOnValues awareness events for public to participate in
Generate interest in the launch of the first Massive Open Online Course on values-based
banking in 2016. This is being co-developed by GABV and MIT CoLab.
If you are planning to run a webcast to add to this series please advise Linda Ryan,
[email protected] by September 30. If you haven’t thought yet about the event or webcast you
can create for the campaign this year, here’s a sample approach for you to consider.
39
Goals (sample)
Raise awareness of values-based banking by humanising it; highlighting the people behind it,
their passion, their vision, and why they’re involved;
Engage co-workers across the GABV network by promoting awareness and discussion about
issues related to values-based banking;
Build interest in the 2016 values-based banking MIT/GABV Massive Open Online Course.
Target Audiences (sample)
GABV co-workers at the member banks;
People working in the field of banking or finance and interested in banking with values;
Students, policy-makers, and public curious about alternative approaches to banking.
Logistics (sample)
GABV Webcast Recommendations
Date October 22, 2015
October 22 is the preferred day of the webcast.
You could also pre-record an event or portion of an
event and share the link to webcast the event on
October 22. Please advise Linda Ryan
Time Choose a time relevant for your
location and target audiences
Please try to maximise time zones reached
Duration 30-60 minutes We recommend webcasts no longer than 60 minutes
Panelists (sample)
Your webcast can be tailored to your requirements and can have an internal (GABV co-worker) or
external focus. You could also highlight the international diversity of the Alliance by introducing a variety
of internal and external perspectives from banking professionals, journalists, professors, policy makers
or activists. Delivering a range of viewpoints amongst the panellists, from high-level strategic thinking to
on-the-ground experiential perspectives, will be engaging too. Here is a sample approach to a panelist-
based webcast. Feel free to use this as a basis for your event. Contact Linda Ryan,
[email protected] if you would like to connect with any of the following people to investigate if
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they are available to virtually participate in your webcast. Linda can also help connect you with other
GABV CEOs or experts.
Name Title Contribution
Marcos
Eguiguren
Executive Director,
GABV
Global, systemic perspective on the banking system and
the values-based banking movement.
Dayna
Cunnimgham
Director, Community
Innovators Lab,
Massachusetts
Institute of
Technology
CoLab is a center of practice within the MIT Department
of Urban Planning. CoLab helps community residents
and leaders develop experiments and living examples
that address urban sustainability challenges. CoLab also
collaborates with business, NGOs and government to
advance economic, social and environmental
sustainability.
Rumee Ali Director, BRAC Bank High-level strategic perspective on values-based banking
and experience specific to South Asia.
Tamara
Vrooman
CEO, Vancity Credit
Union
High-level strategic perspective on values-based banking
and experience specific to North America.
GABV Metrics
Expert
A N Other Bringing in quantifiable proof of model viability and
impact.
GABV Human
Resources
Expert
A N Other Exploring insights and innovations to build a values-
based workforce.
GABV Marketing
&
Communications
Expert
A N Other Developing unique approaches to leverage earned, paid,
earned and social media in engaging policy makers,
professionals and the public in values-based banking.
General Format (sample)
Time Segment Content
5 min Introduction Moderator introduces herself, the panellists, and the topic
35 min Moderated questions Panellists questioned by the moderator
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10 min Audience questions Panellists answer questions submitted/asked by audience
10 min Conclusion Concluding remarks from panellists and moderator
Webcast questions (sample)
Basic Framework Sample Question
Q 1 Open the discussion with
a question that is broad,
appeals to the general
interest of the audience,
and allows the panellist to
organically steer the
conversation toward the
desired topic.
In a report released earlier this year by the Group of 30 on
“Banking Conduct and Culture”, the authors begin by stating:
“Banks and banking today stand in disrepute. Poor cultural
foundations and significant cultural failures were major drivers of
the recent financial crisis, and continue to be factors in the
scandals since then.” The authors go on to state: “Banking is, in
2015, at a low point in terms of customer trust, reputation, and
economic returns…” I would like to start by getting two different
perspectives on this statement, both internal to the financial
system and external. Marcos, as an economist, and E.D. of the
Global Alliance for Banking on Values, what is your perspective on
these statements by the Group of 30?
Q 2 Follow-up with another
perspective on the same
question.
Dayna, having worked with businesses, NGOs and community
development organisations around the world, what is your
perspective on this?
Q 3 Bring in real world
examples of the concepts
or issues just discussed.
As a financial institution and member of the GABV, one can
assume that Vancity not only faces some of the issues Dayna
outlined, but also subscribes to many of the banking principles
Marcos just described. Tamara, how do these principles and
issues play out in the day-to-day business of Vancity?
Q 4 Follow-up with a critical
or deeper question.
Is serving customers in this way compatible with a values-based
and profitable banking model for Vancity?
Q 5 Focus on solidifying the
argument with evidence
or numerical proof.
<Edit this question if you
Sceptics might say that this type of banking is not only financially
unsustainable, but also that the actual impact is unclear and
potentially insignificant compared, for example, to the number of
jobs a large mainstream bank might create as a result of its
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are interviewing a GABV
HR or Marketing &
Communications expert>
financing. Metrics expert, how would you respond to that?
Q 6 Bring in new real world
examples of the concepts
or issues that have been
discussed.
Rumee, Bangladesh is well known for being home to Grameen
bank and other large microfinance initiatives, as well as
mainstream banks. How did the BRAC NGO initially identify the
need to create a different type of bank and a different type of
impact in Bangladesh?
Q 7 Open-up the floor to
discussion, drawing on
the topic of relating banks
to client needs.
So, hearing, from the perspective of Marcos, Tamara, and Rumee,
they approach banking as a tool to connect people with what
they need, which varies by context. Tamara and Rumee, can you
discuss the ways in which your banks stay connected to your
clients’ needs?
Q 8 Open the floor to
discussion, drawing on
the topic of relating banks
to client needs.
Dayna, I would like you to respond to that. Given your
experience working with a myriad of community organisations
and businesses, some of which have pension funds in the
billions—what are the challenges in managing these assets with
banks and what can be done to connect people to their financial
institutions?
Q 9 End with a short
comment from everyone
on a positive/future note.
I would like to end with closing thoughts from everyone on what
innovations or events in banking they are most excited about for
the coming year.
Interaction
You can encourage audience participation in the webcast. This may take the form of:
Taking questions from an in-person audience
Taking live questions from online viewers submitted via social media sites e.g. Twitter
Taking questions submitted prior to the event via social media sites.
During the webcast, you can include a number of calls-to-action e.g.
Join (eZine, LinkedIn, follow on social media)
Share (a social media message or question)
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Participate (in events/webcasts and pre-register for the MOOC).
Event Ideas
Here’s a top 20 list of other event ideas for October 22.
1. Themed lunch and learn series
2. Guest lecture/speaker event
3. Themed photo competition
4. Dragon’s Den type values-based business, social enterprise or community project funding
competition. Or a triple bottom line (economic, social and environmental) business award
5. Customer values-based business model fair/showcase
6. Local customer or partner summit including keynote speakers/thought-leaders
7. Local in-branch/onsite customer product or service showcase
8. Themed pecha kucha (20 slides/20 seconds each) style presentations
9. Ted Talks style video presentations on the future of values-based banking
10. Internal/external debate on whether values-based banking is a viable business model
11. Webinar or webinar series on related topics with some or all of your target audiences
12. Customer Learning Journeys site-visits for co-workers, local media or other target audiences to
allow them to experience how values-based banking does greater things with money
13. Virtual project open house/meet your money event
14. Academic symposium or university-based classes promoting values-based economics
15. Idea jam: facilitated internal or external innovation idea generation sessions
16. Banking hack: facilitated internal or external banking business process redesign sessions
17. Ask An Expert forum for relevant target audiences e.g. free advice day
18. Public CEO interviews (meet & greet) to promote transparency and values-based banking
19. Co-worker or customer video vine-style interviews
20. Flash mob e.g. Good Money Mob encouraging customers/members/clients to support local
businesses and organisations.
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Activating Co-workers, Clients, Partners
In anticipation of the October 22 campaign, we will be asking you to send out activation emails to co-
workers, partners, and any other relevant group that you want to engage. These emails are built around
the idea of Thunderclap, which is designed to amplify social media campaigns for maximum impact by
encouraging users to JOIN (eZine, online forums), SHARE (social media messages and graphics), and
PARTICIPATE (events/webcasts and pre-register for the MOOC).
We will issue a GABV version of this email in early October, built around the following template. Feel
free to use the GABV email to forward to your co-workers, customer or partners. Remember the email
will also contain links to the webcasts. You can also modify the email to suit local needs!
CEO Call-To-Action Email: Clients/Partners
<Insert Greeting>
Join us on October 22, 2015 for the second annual international #BankingOnValues campaign.
#BankingOnValues is a public initiative and it invites all Global Alliance for Banking on Values members,
partners, and customers to get involved in celebrating the growing, global values-based banking
movement that is creating positive change in the world’s banking system, and driving positive economic,
social and environmental impact by influencing how banks and banking cooperatives serve human
needs and the real economy.
Join <insert bank> in becoming part of a global movement!
When is it? The campaign will run throughout the entire month of October culminating in an
international #BankingOnValues day on October 22.
Where is it? Everywhere! Online, in-person, at home, at work. There will be a series of online and
offline opportunities to engage, ask questions, and share your thoughts, hopes, dreams and experiences
45
of values-based banking (also known as ethical banking, regenerative banking, and sustainable banking)!
How do I get Involved?
1. Join the global movement online
a. Find us www.gabv.org
b. Like us on http://www.facebook.com/bankingonvalues
c. Follow us on https://twitter.com/bankingonvalues
d. Connect with us on http://www.linkedin.com/company/global-alliance-for-banking-
on-values.
2. Share your stories of values-based banking using the hashtag #BankingOnValues
a. Send us a video, doodle, selfie, random thought
b. Share a ready-made graphic <graphics hyperlinks to be created in Oct. by the GABV>
c. Share the cute Ralph video – the values-based banking kid who explains it all
d. Share ideas with family and friends about why #BankingOnValues is important.
3. Participate in our online and offline events
a. <GABV webcast details to be inserted by GABV in October>
b. <local event/webcast details to be inserted by you>
c. Pre-register for a free MIT course on values-based banking (will launch in 2016).
I am #BankingOnValues to create a better future. And I am proud to talk about it. Are you?
CEO Call-To-Action Email: Co-Workers
The following is a sample activation email from your CEO to co-workers. Feel free to use this template
to encourage co-worker involvement in the 2015 campaign. Please secure the support of your CEO.
Did you know <insert bank> is part of a growing global movement that you help power every day?
On Thursday, October 22, we're adding <insert bank> voices to the #BankingOnValues campaign.
This campaign is the second international awareness campaign by the GABV; a network of 27 financial
institutions across Asia, Africa, Australia, Latin America, North America and Europe; serving 20 million
46
customers; supported by 30,000 co-workers. Together we're leveraging $100 billion in assets by putting
money to good through programs, products and projects with an economic, social and environmental
impact.
When is it? The campaign will run throughout the entire month of October culminating in an
international #BankingOnValues day on October 22.
Where is it? Everywhere! Online, in-person, at home, at work. There will be a series of online and
offline opportunities to engage, ask questions, and share your thoughts, hopes, dreams and experiences
of values-based banking (also known as ethical banking, regenerative banking, and sustainable banking)
as a co-worker!
How do I get Involved?
1. Join the global movement online
a. Find us www.gabv.org
b. Like us on http://www.facebook.com/bankingonvalues
c. Follow us on https://twitter.com/bankingonvalues
d. Connect with us on http://www.linkedin.com/company/global-alliance-for-banking-
on-values.
2. Share your stories of values-based banking using the hashtag #BankingOnValues
a. Send us a video, doodle, selfie, random thought
b. Share a ready-made graphic <graphics hyperlinks to be created in Oct. by the GABV>
c. Share the cute Ralph video – the values-based banking kid who explains it all
d. Share ideas with family and friends about why #BankingOnValues is important
3. Participate in our online and offline events
a. <GABV webcast details to be inserted by GABV in October>
b. <local event/webcast details to be inserted by you>
c. Pre-register for a free MIT course on values-based banking (will launch in 2016).
I am #BankingOnValues to create a better future. And I am proud to talk about it. Are you?
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CEO Call-To-Action Video Script
The following is a sample video script from your CEO to encourage co-worker participation in the
campaign. Feel free to use this to produce an in-house 60 second video from your CEO.
What is the #BankingOnValues campaign?
On Thursday, October 22, we're adding local voices to a growing, global movement through the
#BankingOnValues campaign.
This campaign is the second international awareness campaign by the GABV; a network of 27 financial
institutions across Asia, Africa, Australia, Latin America, North America and Europe; serving 20 million
customers; supported by 30,000 co-workers. Together we're leveraging $100 billion in assets by putting
money to good through programs, products and projects with an economic, social and environmental
impact.
The campaign combines offline public engagement events and co-worker, partner and customer
inspired social media conversation.
Why should you care?
This is a different kind of banking.
Made possible when people choose banking on values.
And it’s a growing, global movement powered by passionate co-workers, just like you.
But we need to spread the message in a personal and authentic way.
How can you get involved?
Be aware of <insert bank> involvement in the Global Alliance for Banking on Values.
o You’ll find lots of useful information at <insert local webpage>
Help us add a <insert bank> voice to the second international social media campaign by joining
the conversation using the hashtag #BankingOnValues.
We will send you more details and tools soon about how you can JOIN (e.g. GABV eZine, or
48
GABV online forums), SHARE (social media graphics and messages), and PARTICIPATE (in events
or webcasts) on October 22.
o And don’t forget, the best PUBLICALLY shared social media message from your personal
account, using the hashtag #BankingOnValues, will be selected from across the GABV
co-worker network, and awarded €1000 towards travel/accommodation expenses to
attend the 2017 GABV Annual Meeting.
I am #BankingOnValues to create a better future. And I am proud to talk about it. Are you?
GABV URLs, Content, Videos, Basecamp
GABV Videos
Video content when shared online or offline can really help explain a concept. The video we’d like to
push this year is the What is Banking on Values? video. An updated version of the video featuring
Ralph, the Values-based kid Banker will be released by September 30. The script is captioned in a
number of languages. If we’re missing your language, please translate the script below and forward it
to Linda Ryan, [email protected].
I’m Ralph, and I’m a banker. Not when I grow up, not for make-believe, now.
Actually did you know, you and me – we’re all bankers. For reals!
I used to put my coins in a money box and they just sat there, doing nothing. But I learned that my money
could work for me and help the planet!
Now, I put my money in a savings account at a values-based financial institution. Why? Because I want to
create positive economic, social and environmental change in my community, and around the world – and
this is a great way to do it!
Okay, let me tell you what I mean...
Where you bank really matters. Did you know that big change happens with small transactions? They do,
trust me.
My money doesn’t just sit there anymore, it can help me buy a sweet new bike...or it can help you buy a
home, save for retirement, invest for good returns or be a business tycoon!
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By Banking on Values, we choose to put our money in a place that believes in putting you and me first.
Think of it as magically multiplying your money to finance not only the things you need, but things the
planet and your community needs too!
This kind of banking makes total sense. And, it’s growing.
All the good that we’re doing is tracked by the community banks, credit unions and sustainable banks
involved. They find ways to make things better and betterer!
This is a global movement with millions of other people, like you and me, pooling our money to do great
things.
Go ahead; be proud about how you’re changing the world!
Feel good about it. Because there is no trade-off - This is serious banking, with a
serious feel-good factor!
So, whether you’re an adult, or a kid like me, we’re all Bankers. It’s our money that makes this world go
round!
So, tell your neighbours, tell your friends, hey, tell the world: we have the power to
choose Banking On Values.
GABV URLs
GABV Online Channels
www.gabv.org
www.twitter.com/@BankingOnValues
www.facebook.com/BankingOnValues
http://www.linkedin.com/company/global-alliance-for-banking-on-values
Other Web Addresses Redirecting to www.gabv.org
www.GABV.net
www.BankingOnValues.info
www.GlobalAllianceForBankingOnValues.com
www.GlobalAllianceForBankingOnValues.info
www.GlobalAllianceForBankingOnValues.net
www.GlobalAllianceForBankingOnValues.org
Other Related Web Addresses:
www.GABVconference.com (login details required)
www.BankingOnValues.info
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www.twitter.com/@BankingOnValues
www.facebook.com/BankingOnValues
http://www.linkedin.com/company/global-alliance-for-banking-on-values
www.bankingonvalues.com
Basecamp
All campaign material including the campaign-in-a-box and the graphical templates will be made
available by September 30 on the GABV Marketing and Communications Experts forum on Basecamp:
https://basecamp.com/2131174/projects/8876100
If you are unable to access Basecamp, please contact Linda Ryan, [email protected].
Website Content
For the purposes of the #BankingOnValues campaign and also year-round profile-building, it is
important to have consistent, up-to date information on your website linking your bank to the GABV.
Feel free to use the following sample content to update your web pages on values-based banking and
your membership of the GABV.
Sample Values-based Banking Web Page
Values-based banking
As a values-based bank, <bank name> is committed to transforming how banking is done, so we can
help our members and their local communities thrive economically, socially and environmentally.
We aren’t doing this alone. Our customers are as much a part of this as we are. With your deposits, we
can place the right financial tools in the hands of individuals, organisations and initiatives working to
make our world a better place. Here’s how...
Global Alliance for Banking on Values (GABV)
51
We’re part of a global values-based banking movement. Founded in 2009, the GABV is an
independent network of banks and banking cooperatives with a shared mission to use finance to
deliver sustainable economic, social and environmental development. The Alliance comprises 27
members operating across Asia, Africa, Australia, Latin America, North America and Europe; serving
20 million customers; holding up to USD 100 billion of combined assets under management; and
powered by a network of 30,000 co-workers.
The proof is in the impact
In <year> our customers’ deposits supported <x impact>; helped <y impact>; funded <z impact> and
more. Find out how: <link to more info.>
Investing in <insert your Bank’s investment focus>
We multiply the power of customers’ deposits by lending to and investing in <investment areas> that
create positive economic, social and environmental impact. Learn more: <link to more info.>
Values and commitments
Our vision, mission, and values guide our approach to doing business. Learn more: <link to more
info.>
Sample GABV Page
Global Alliance for Banking on Values
<Insert new GABV logo. To be
distributed via Basecamp by
the GABV by September 30>
In <year>, <bank name> joined the Global Alliance for Banking on
Values (GABV), an independent network of banks and banking
cooperatives with a shared mission to use finance to deliver
sustainable economic, social and environmental development.
Global appetite for values-based banking
The GABV is a 27 member network serving 20
million customers, powered by 30,000 co-workers.
Last year the first international #BankingOnValues
What is #BankingOnValues?
52
awareness campaign generated 8.8 million social
media impressions. These numbers demonstrate
there is a global appetite for our approach to
values-based banking, one that puts human needs
first; proving there’s a way of doing business that
can combine positive economic, social and
environmental impact.
Watch the video
Why is the GABV important to <bank name>?
Being a member of GABV helps us…
Learn what other values-based banks are doing
Share concepts, initiatives, processes and insights
Create momentum as partners in the #BankingOnValues movement.
Why is <bank name> important to the GABV?
As a member of the GABV we take an active role in the debate about how to build a sustainable financial
future. We participate in joint projects to help shape solutions. The GABV is both a talking and, crucially,
a doing alliance. Find out how we intend to deliver our ambitious goals…
Advocacy & Engagement Programme
Human Capital Programme
Regional Chapters Programme
Impact Metrics Programme
Financial Capital Programme
Why is any of this important?
During the recent global crisis, GABV banks and banking cooperatives, like us, not
only weathered the economic storm better than many traditional banks—they
thrived. But this isn’t common knowledge. We need to tell that story, to encourage
more people to bank sustainably and to encourage more financial institutions to think triple bottom line.
Watch what people have to say.
53
Social Media Banners, Shareable Graphics & 2014 Posts
Banners and Graphics
Digital assets have been created in English and Spanish for you to use in the campaign. These include:
#BankingOnValues social media banners for LinkedIn, Twitter, Facebook and email. See samples
below.
A range of shareable social media graphics including animated gifs (for Facebook, Twitter,
Instagram and LinkedIn) for use as activation elements for social media. See samples below.
Concept 01: Proud to put people before profit
Concept 02: People before Profit (animated gif)
Concept 03: GABV by the numbers (facts about the numbers of members,
customers, combined assets, countries etc.) (animated gif)
54
The social media headers’ graphics are now available via the link below. The shareable graphics and
animated gifs will follow in a week to 10 days. Graphics are available in various file formats and some of
the graphics’ layers can be edited by your Designer using Photoshop.
Link: http://www.gabv.org/home/bankingonvalues-campaign-digital-assets
Password: bankingonvalues
Member Map
The GABV member map, pictured below is also available on Basecamp: File name: Member Map.png.
The map references current members, as of the end of August 2015.
https://basecamp.com/2131174/projects/8876100
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2014 Social Media Posts
A spreadsheet of social media posts using the hashtag #BankingOnValues is now available on Basecamp.
Why not sort the data in the spreadsheet to identify people who posted in your region/country, or co-
workers, partners or members who shared messages, and invite them via your organisation’s social
media channels during October to join the campaign again this year. File name: 2014 #BankingOnValues
posts.xls.
Sample Campaign Press Release
Can banking be a positive thing?
That’s a question <insert bank> and Global Alliance for Banking On Values members from across the
world will ask on October 22, 2015, through local public events and global social media activity.
Did you know <insert bank> is part of a growing global movement that you help power every day?
On Thursday, October 22, we're adding <insert bank> voices to the #BankingOnValues campaign.
#BankingOnValues is the second international awareness campaign by the GABV; a network of 27 banks
and banking cooperatives across Asia, Africa, Australia, Latin America, North America and Europe;
serving 20 million customers; supported by 30,000 co-workers. Together these banks and banking
cooperatives leverage $100 billion in assets by putting money to good through programs, products and
projects with an economic, social and environmental impact.
<Insert how the GABV mission fits with your mission>
When is it? The campaign will run throughout the entire month of October culminating in an
international #BankingOnValues day on October 22.
Where is it? Everywhere! Online, in-person, at home, at work. There will be a series of online and
offline opportunities to engage, ask questions, and share your thoughts, hopes, dreams and experiences
of values-based banking (also known as ethical banking, regenerative banking, and sustainable banking)!
56
How to get Involved?
1. Join the global movement online
a. Find us www.gabv.org
b. Like us on http://www.facebook.com/bankingonvalues
c. Follow us on https://twitter.com/bankingonvalues
d. Connect with us on http://www.linkedin.com/company/global-alliance-for-banking-
on-values.
2. Share stories of values-based banking using the hashtag #BankingOnValues
a. Send us a video, doodle, selfie, random thought
b. Share a ready-made graphic <graphics hyperlinks to be created in Oct. by the GABV>
c. Share the cute Ralph video – the values-based banking kid who explains it all
d. Share ideas with family and friends about why #BankingOnValues is important.
3. Participate in our online and offline events
a. <GABV webcast details to be inserted by GABV in October>
b. <local event/webcast details to be inserted by you>
c. Pre-register for a free MIT course on values-based banking (will launch in 2016).
#BankingOnValues is a campaign developed by the GABV in conjunction with members and partners.
<Insert quote from CEO calling on the public to get involved>
Media enquiries
<Insert your local media contact information>
Other Useful Resources
GABV CEO Opinion Pieces
57
Please consider linking to opinion pieces written by member CEOs (or others) to help personalize and
reinforce the impact of trends, insights and innovations of values-based banking. These articles can be
found under the New Thinking section of the GABV website: http://www.gabv.org/opinionpieces.
Translation Options for Videos You Create
Automatic translation for videos you create
If you upload a caption file to your video, YouTube and Google Translate work together to
translate it for your viewers. For example, if an English-speaking viewer turns captions on to
watch a video spoken in Italian, YouTube will offer to translate the Italian captions into English
subtitles. This will not work if you have automatic captions selected as the caption track.
The accuracy of this method varies. If you want to grow your audience in specific territories,
consider one of the options below.
Note that until YouTube can verify the quality of the translated track, it will not be indexed as
metadata.
Translate your videos yourself. Or if you prefer to invest in translated captions, order directly from an
external vendor.
Ask your community to help you translate your video’s subtitles
Reach-out to international friends who might be able to translate your videos.
Create a video inviting your fans to submit subtitles and closed captions to your videos.
Spread the word and invite contacts to create subtitles in the languages they speak.
After you add closed captions and subtitles, be sure to let your audience know they are available.
Learn more http://www.youtube.com/yt/creators/captions.html#yt-creators-topics-about-card-2.
Key Terms Defined
Values-based banking (also known as sustainable, regenerative, ethical banking)
Individual GABV members may have slightly different definitions of values-based banking depending on
focus, operations and activities but all GABV members adhere to the following principles.
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1. Triple bottom line approach at the heart of the business
model
2. Grounded in communities, serving the real economy and
enabling new business models to meet the needs of both
3. Long-term relationships with clients and a direct
understanding of their economic activities and the risks
involved
4. Long-term, self-sustaining, and resilient to outside disruptions
5. Transparent and inclusive governance
6. All of these principles embedded in the culture of the bank.
Global Alliance for Banking on Values
Founded in 2009, the Global Alliance for Banking on Values (GABV) is an independent network of banks
and banking cooperatives with a shared mission to use finance to deliver sustainable economic, social
and environmental development. The Global Alliance comprises 27 financial institutions operating
across Asia, Africa, Australia, Latin America, North America and Europe; serving 20 million customers;
holding up to USD 100 billion of combined assets under management; and powered by a network of
30,000 co-workers. Learn more.
GABV Quick Facts
What is the Global Alliance for Banking on Values?
27 financial institutions
Across Asia, Africa, Australia, Latin America, North America and Europe
Serving 20 million members/clients/customers
Powered by 30,000 co-workers
Leveraging $100 billion dollars in assets.
Useful links
About the GABV
Our Banks
News and Events
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Stories of value-based banking (case studies)
Governance and Board of Directors
Membership Benefits
Our Work
o Advocacy & Engagement Programme
o Human Capital Programme
o Regional Chapters Programme
o Impact Metrics Programme
o Financial Capital Programme
Why is the GABV important to your organisation (as a GABV member)?
Being a member of GABV helps you …
Learn what other values-based financial institutions are doing
Share concepts, initiatives, processes and insights
Create momentum as partners in the values-based banking movement.
Why is your organisation (as a GABV member) important to the GABV?
As a member of the GABV you take an active role in the debate about how to build a sustainable
financial future. You participate in joint projects to help shape solutions. The GABV is both a talking and,
crucially, a doing organisation. Find out how the GABV intends to deliver ambitious goals…
Advocacy & Engagement Programme
Human Capital Programme
Regional Chapters Programme
Impact Metrics Programme
Financial Capital Programme
Why is any of this important?
During the recent global crisis, the GABV banks and banking cooperatives like you, not only weathered
the economic storm better than many traditional banks—they thrived. But this isn’t common
knowledge. We need to tell that story, to encourage more people to bank sustainably and to encourage
more financial institutions to think triple bottom line. Watch what people have to say in this video.
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GABV Data on Values-based Banking
Data nuggets when shared through social media or at events can really help explain an abstract concept.
Adding these more global data nuggets to your local data can help reinforce the impact and scale of
values-based banking and the GABV. A 2013 report shows sustainable banks outperform ‘big banks’
(English and Spanish). This research will be updated and published by the GABV by October 22.
Highlights of the report are:
Sustainable banks lend almost twice as much of their assets on their balance sheet, when
compared with the big banks (75.9% compared to 40.1%, from 2003 to 2012)
Sustainable banks rely on customer deposits to a much greater degree to fund their balance
sheets (73.1% versus 42.9%)
Sustainable banks maintained stronger capital positions, relative to their larger contemporaries,
especially when measured by equity/total assets (7.2% versus 5.5%)
Sustainable banks deliver comparable returns on assets over the cycle (0.56% versus 0.57%)
with lower levels of volatility, and better returns post-crisis (0.53% versus 0.37%).
GABV PowerPoint Presentation
A pre-scripted presentation will be developed and posted to Basecamp by the GABV before
September 30 to help you raise awareness among co-workers or tailor and use during events with
other stakeholders. The presentation will provide an overview of the GABV, the #BankingOnValues
movement, and our collective ambitions to change the world of banking. We will also provide messages
to help you outline how your organisation benefits from the Alliance and how the Alliance grows
because of your affiliation.
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New GABV Logo and Design Guidelines
A new GABV logo plus corporate identity and design guidelines will be available from Basecamp by
September 30 for you to take and update your channels and collateral. If you have any questions please
contact Linda Ryan, [email protected].