Corporate Social Engagement Case Studies
An essential and integrated part of the business, corporate social engagement programs must be defined clearly, linked to business convincingly, and activated creatively. See how we’ve helped corporations make progress with their programs.
In 2005, Avon Products, Inc. retained the services of Changing Our World to help develop and launch a weekly cash awards program that would add a philanthropic element to complement the first global marketing campaign in the company’s history, Hello Tomorrow. Changing Our World has since designed, implemented and managed a multi-faceted, time-sensitive application and review process that leverages marketing of the brand while underscoring Avon’s commitment to women’s empowerment.
As the ongoing managers of the Fund application process for its two year run, Changing Our World oversaw all aspects of the quarterly application review process, from initial submission through preliminary screening of more than 8,000 applications and providing final recommendations to Avon’s elite panel of judges.
Iterations of the Hello Tomorrow Fund were also launched by Avon in nearly 15 countries. The US program reaped 183 million media impressions; it was regularly featured in national and local television, radio, and print media including O Magazine, Redbook, Allure, Vogue, Essence, Family Circle, and Marie Claire, as well as the local media of each weekly winner's geographic area.”
Navigating the challenges and adjustments that come with a joint venture between two leading companies is no easy task. It requires careful planning, sound strategy, and a clear vision for success. In July 2008, the second largest beer company in America was formed between SABMiller and Molson Coors Brewing Company. The new leadership team cast a vision for building its brand, assortment of great beers and corporate citizenship with an emphasis on becoming America’s Greatest Beer Company.
Despite major investments and commitments to charitable organizations across the country, the awareness and visibility of the legacy companies’ efforts, both with a long-standing tradition of supporting community needs, were minimal. Community Affairs leaders began internal planning to chart the joint company’s philanthropic vision and strategy, working diligently to reconcile a collective approach to funding, infrastructure, core causes and community partnerships. With a preliminary strategy in place, MillerCoors sought Changing Our World’s counsel to continue the planning effort. The key driver behind MillerCoors’ engagement with Changing Our World was to find the “sweet spot” for the company’s enterprise-wide philanthropic commitment and determine ways to bolster its presence in key headquarters and brewery communities.
Through a custom-designed planning process, MillerCoors learned important facts that influenced Changing Our World’s final recommendations. An in-depth analysis of the company’s giving history identified a high volume of donations being disbursed across five broadly defined focus areas. Executive interviews confirmed senior leadership was passionate about philanthropic investments and had high expectations for future giving to enhance the company’s reputation nationally and be awarded strategically within well-defined cause areas. A close look at peer companies provided guidelines for MillerCoors to consider with respect to funding opportunities, local giving program models and benchmarks for budget allocations. Community profiles provided evidence that brewery cities had similar needs and they were growing; particularly in education, youth development, workforce training and the conservation of natural resources.
Armed with this information, Changing Our World packaged a new strategic giving framework for MillerCoors that would strengthen its investment position in three core areas: Alcohol Responsibility, Water Stewardship, and Economic Empowerment. Recommendations were provided on how to specifically align employee engagement initiatives and to establish consistency and protocols for funneling resources into local markets or brewery communities. With the full endorsement of senior executives, the Community Affairs team is swiftly moving towards implementation with the hope of achieving key milestones in 2011.
Companies are increasingly interested in demonstrating returns on their community-based philanthropic investments. OppenheimerFunds (OFI) wanted to increase the sophistication with which it measured the impact of its major grantmaking initiative, the Future Enterprisers Youth Entrepreneurship program. The company hoped to adopt a cohesive system of tracking and reporting that would allow it to measure each partner organization’s programs individually as well as collectively.
Changing Our World created a comprehensive measurement framework that organized metrics tracked by Future Enterprisers partners into a tiered system of program goals and objectives that clearly demonstrates how each partner contributes to the mission of the Future Enterprisers program. OppenheimerFunds can leverage the framework to accurately report to executives, employees and investors on the specific ways the program as a whole is influencing the communities it serves. The framework also guides the growth of Future Enterprisers, highlighting where partner initiatives could be enhanced to achieve greater impact, where gaps exist and program goals are not being met, and where new partners could potentially provide the most value.
In addition to helping clients like OppenheimerFunds design measurable programs and collect impact data, Changing Our World has relationships with organizations dedicated to measuring the returns of corporate social engagement programs to the business. Contact us for more information.