Measuring Your Corporate Community Investment Molly Cartmill Director – Corporate Community Relations January 25, 2005

Measuring Your Measuring Your Corporate Community Corporate Community

InvestmentInvestment

Molly CartmillMolly CartmillDirector – Corporate Community RelationsDirector – Corporate Community Relations

January 25, 2005January 25, 2005

Corporate Community Corporate Community InvestmentInvestment

Sempra Energy’s Key MeasuresSempra Energy’s Key Measures

► Community/social valueCommunity/social value► Relationship valueRelationship value► Public relations valuePublic relations value► Employee valueEmployee value► Business valueBusiness value


Measuring community/social valueMeasuring community/social value

►Audience reached/helpedAudience reached/helped How many people ultimately helped?How many people ultimately helped? Characteristics of those helped?Characteristics of those helped?

►Poor, homeless, immigrant, youth, elderly, sick, etc.Poor, homeless, immigrant, youth, elderly, sick, etc.►Ethnicity, gender, other demographic statisticsEthnicity, gender, other demographic statistics

Degree to which needs were met in Degree to which needs were met in community?community?

Impact of gifts?Impact of gifts?


Measuring relationship valueMeasuring relationship value

► Ability of grant to develop, reinforce or enhance Ability of grant to develop, reinforce or enhance relationship?relationship?

► Opportunity to build strategic alliance?Opportunity to build strategic alliance?► Ability to leverage involvement through multiple Ability to leverage involvement through multiple

relationships?relationships? Business leadersBusiness leaders Community/opinion leadersCommunity/opinion leaders PolicymakersPolicymakers CustomersCustomers EmployeesEmployees

► Ability to test bottom-line impact of relationships Ability to test bottom-line impact of relationships over time?over time?


Measuring public relations valueMeasuring public relations value

► AdvertisingAdvertising Traditional (television, radio, print, online, outdoor)Traditional (television, radio, print, online, outdoor) Non-traditional (event-related programs, newsletters, Non-traditional (event-related programs, newsletters,

banners, etc)banners, etc) Measured in advertising equivalencyMeasured in advertising equivalency

► Press “hits”Press “hits” Coverage in non-paid mediaCoverage in non-paid media Measured in advertising equivalencyMeasured in advertising equivalency

► Positioning opportunitiesPositioning opportunities CompanyCompany Company leaders/employeesCompany leaders/employees


Measuring employee valueMeasuring employee value

► Employee passion for cause?Employee passion for cause? Willingness to volunteer?Willingness to volunteer? Participate?Participate? Raise/contribute own money?Raise/contribute own money?

► Leadership opportunity for key employees?Leadership opportunity for key employees? Development opportunity?Development opportunity? Leadership training?Leadership training?

► Employee stewardshipEmployee stewardship Investment enhanced by employee involvementInvestment enhanced by employee involvement Appropriate positioning opportunity for individual?Appropriate positioning opportunity for individual?


Measuring business valueMeasuring business value

► Support marketing activities?Support marketing activities? New business development?New business development? Enhance customer relationship?Enhance customer relationship?

► Recruit skilled employees?Recruit skilled employees? Generally, people want to work at a company that is Generally, people want to work at a company that is

considered a strong corporate citizenconsidered a strong corporate citizen Specifically, support of higher education, career fairs, Specifically, support of higher education, career fairs,

workforce development programsworkforce development programs► Provide service or benefits to customers?Provide service or benefits to customers?

Low-income customers, seniors, young people, etc.Low-income customers, seniors, young people, etc.► Offset business entertainment/hospitality costs?Offset business entertainment/hospitality costs?► Who is there for us for times get tough?Who is there for us for times get tough?


Programs that contribute the mostPrograms that contribute the most

► Those that contribute the most to the bottom line Those that contribute the most to the bottom line provide value on multiple levelsprovide value on multiple levels

► ExamplesExamples San Diego DialogueSan Diego Dialogue Ocean Oasis/SD Natural History MuseumOcean Oasis/SD Natural History Museum LJ Music Society/NPR/KPBSLJ Music Society/NPR/KPBS Children’s 10Mobile (Children’s Hospital/KGTV Channel 10)Children’s 10Mobile (Children’s Hospital/KGTV Channel 10)

Value of Corporate Value of Corporate Community Community InvestmentInvestment

Kristy GreggKristy GreggVice President – Marketing & Community Vice President – Marketing & Community

RelationsRelations

San Diego National BankSan Diego National Bank

January 25, 2005January 25, 2005


San Diego National Bank Key ValuesSan Diego National Bank Key Values

► Value of establishing a philanthropic presenceValue of establishing a philanthropic presence► Employee valueEmployee value► Business/client valueBusiness/client value► Marketing/Public relations valueMarketing/Public relations value► Determining to whom we giveDetermining to whom we give► Programs that provide value on multiple Programs that provide value on multiple

levelslevels


Establishing a Philanthropic Presence Establishing a Philanthropic Presence

►History of SDNBHistory of SDNB How we got startedHow we got started Starts from the top downStarts from the top down Supporting our staffSupporting our staff Supporting our communitySupporting our community

►Community Reinvestment Act (CRA)Community Reinvestment Act (CRA)►Arts, culture, walks, events, etc.Arts, culture, walks, events, etc.►A better place to live, work and playA better place to live, work and play


Employee ValueEmployee Value

► Employee volunteerismEmployee volunteerism Willingness to volunteerWillingness to volunteer Passion for causePassion for cause Raise/contribute own moneyRaise/contribute own money Generally, people want to work at a company that is Generally, people want to work at a company that is

considered a strong corporate citizenconsidered a strong corporate citizen► Leadership opportunity for key employeesLeadership opportunity for key employees

Development opportunityDevelopment opportunity Leadership trainingLeadership training

► SDNB Action SquadSDNB Action Squad Encourages team workEncourages team work Allows opportunities for learning how to volunteerAllows opportunities for learning how to volunteer Pride in SDNB and themselvesPride in SDNB and themselves


Business/Client ValueBusiness/Client Value

► Banking is a competitive businessBanking is a competitive business New business developmentNew business development Enhance customer relationshipEnhance customer relationship Generally, customers appreciate the fact that SDNB is a Generally, customers appreciate the fact that SDNB is a

good corporate citizengood corporate citizen

► Provide service or benefits to customersProvide service or benefits to customers Low-income customers, seniors, young people, etc.Low-income customers, seniors, young people, etc. Allows opportunities for customers to get involvedAllows opportunities for customers to get involved

► Offset business entertainment/hospitality costsOffset business entertainment/hospitality costs Dinners, golf tournaments, etc.Dinners, golf tournaments, etc.


Marketing/Public Relations ValueMarketing/Public Relations Value

► AdvertisingAdvertising Traditional (television, radio, print, online, outdoor)Traditional (television, radio, print, online, outdoor) Non-traditional (event-related programs, newsletters, Non-traditional (event-related programs, newsletters,

banners, etc)banners, etc) Measured in advertising equivalencyMeasured in advertising equivalency

► Press “hits”Press “hits” Coverage in non-paid mediaCoverage in non-paid media Measured in advertising equivalencyMeasured in advertising equivalency

► Positioning/branding opportunitiesPositioning/branding opportunities CompanyCompany Company leaders/employeesCompany leaders/employees


Determining To Whom We GiveDetermining To Whom We Give

► Employee requestsEmployee requests► Leadership opportunitiesLeadership opportunities► Client requestsClient requests

Non-profitsNon-profits Good customersGood customers

► Opportunity for PR we may not otherwise achieveOpportunity for PR we may not otherwise achieve► Ability to leverage involvement through multiple Ability to leverage involvement through multiple

relationshipsrelationships Business leadersBusiness leaders Community/opinion leadersCommunity/opinion leaders PolicymakersPolicymakers CustomersCustomers


Programs That Provide Value Programs That Provide Value

on Multiple Levelson Multiple Levels

► ExamplesExamples March of DimesMarch of Dimes Make a WishMake a Wish KIFM Radio - Teachers are HeroesKIFM Radio - Teachers are Heroes Channel 7/39 TV - Safety on Line – Child Abuse Prevention Channel 7/39 TV - Safety on Line – Child Abuse Prevention

FoundationFoundation LEAD, San DiegoLEAD, San Diego


► PETCO’s Key PETCO’s Key MeasuresMeasures Community ImpactCommunity Impact Partnership SupportPartnership Support Public Relations Public Relations

ValueValue Media InterestMedia Interest Business SynergiesBusiness Synergies


►PETCO In The CommunityPETCO In The Community How will animals benefit from contribution?How will animals benefit from contribution? How much do we already invest in the How much do we already invest in the

given community?given community? What impact will this have on the What impact will this have on the

community or region?community or region? What is our existing relationship with the What is our existing relationship with the

community under consideration?community under consideration? How do we keep it local?How do we keep it local?


►PETCO Partnership BuildingPETCO Partnership Building How will this contribution help our How will this contribution help our

partner(s)?partner(s)? Are there additional ways we can provide Are there additional ways we can provide

support?support? Can we leverage that partnership within the Can we leverage that partnership within the

community?community? Can our partner(s) help us tell our story?Can our partner(s) help us tell our story?

►Third party endorsement of our efforts?Third party endorsement of our efforts?►Speak on our behalf in the community?Speak on our behalf in the community?


►PETCO in the Public EyePETCO in the Public Eye How do our efforts enhance our brand How do our efforts enhance our brand

amongst our various publics?amongst our various publics? Do our contributions have a positive impact Do our contributions have a positive impact

on the perception of our brand in the on the perception of our brand in the community?community?

Do they create a mindset that we are part Do they create a mindset that we are part of the community?of the community?

Does the goodwill we create make us the Does the goodwill we create make us the preferred choice among our customers?preferred choice among our customers?


► PETCO in the PressPETCO in the Press What interests the What interests the

media?media? What efforts garner What efforts garner

more coverage?more coverage? What is the value of What is the value of

that coverage?that coverage? How does that How does that

coverage affect our coverage affect our perception in the perception in the community?community?

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►The Business of PETCO/PETCO The Business of PETCO/PETCO FoundationFoundation Is it the right thing to do?Is it the right thing to do? Can efforts be applied in multiple markets?Can efforts be applied in multiple markets? Look at opportunities to build alliancesLook at opportunities to build alliances

►Online adoption partner Petfinder.comOnline adoption partner Petfinder.com►San Diego Chapter of Make-A-Wish FoundationSan Diego Chapter of Make-A-Wish Foundation►San Diego Humane Society and SPCASan Diego Humane Society and SPCA►San Diego Chapter of American Red CrossSan Diego Chapter of American Red Cross

Documents

Measuring Your Corporate Community Investment Molly Cartmill Director – Corporate Community Relations January 25, 2005