Corporate Responsibility (CR) as an Affinity Tool

It takes trust…• Consumers increasingly rely on recommendations from an extended network

both on and offline.

• Positive reputation of the company and its brands is crucial for differentiation.

• The global financial and ecological crisis has reinforced ethical consumerism.

• Corporate Responsibility is a key instrument companies can use to engage with their customers and employees to drive the business.

…to build relationships

Feb 2010 4

In today’s market, it take trust, commitment and the right tools to get the job done.

ammado integrates …

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Citiz

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ipReputation

Customer Recognition

Customer RetentionCorporate Responsibility

Cause-Related Marketing

Web 2.0 Differentiation

Social Awareness

Promotions LoyaltySustainability

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Volunteering

Nonprofits

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• Traditional Media too wide and expensive for targeted CR message• Company-defined recipient of donations not relevant to majority of customers/employees

No sustainable engagement between Company / Customer / NGO4Feb 2010

Traditional CR-Communication does not reach and engage employees and customers effectively

ammado integrates customer and employees into the donation process: power to you!

• Donations and CR-communication embedded into business processes through giving voucher

• Empowerment and engagement of customer/employees to select cause

Ongoing engagement through the internet

5Feb 2010

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ammado connects nonprofits, socially responsible companies and engaged individuals dedicated to positive change on a global and local level.

Individuals

Donate and connect with companies and NGOs around the world

Show their engagement within their entire online network

Nonprofits

Reach out to a whole new donor base

Engage with their donors and report back about their engagement

Companies

Involve customer and employees in their CR activities

Integrate donations and CR-communication into the business process

Social networks are the reference framework of a fast growing consumer segment

7Feb 2010

ammado is a unique Online-Donation and Engagement-Platform

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Easy and playful donation process

Lively and connected company profile

Micro-payments

All mayorpayment methods

No registration needed

Connections Social media like videos, pics, docs, ...

Giving Circle

News feed

30+ currencies12 languages

News

The Giving Circle visualises the engagement of an individual and a company

On ammado … and beyond

…and triggers new donations: „Donate now!“9Feb 2010

Through widgets the entire online network can be activated

• The donation feature can be embedded into all kind of websites: Company homepages, sport clubs, blogs, facebook, …

• With pre-set recipient of the donation

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Payroll giving and donation matching to engage employees

• Payroll Giving becomes an additional means of Payment for employees

• Companies import all Payroll donations into their HR-System and settle the total amount with ammado

• Companies can decide to match their employees’ donations in a flexible way and with defined criteria

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1. VisibilityCreate a profile on ammado to highlight your corporate engagement; place giving widgets on your website, blog or intranet

2. ActivationUse Giving Vouchers within the business process to involve the customer (e.g. POS) or employee in the donation process

3. EmpowermentCustomers / employees redeem the Giving Vouchers on ammado and donate to the causes they care about

4. NetworkCustomers / employees become supporters of the company-profile and the connection between all parties grows

5. SharingThe Giving Circle visualises the donations companies and individuals have made; the Giving Circle can be embedded on a company website, Facebook, blogs or email-signature

6. TrafficCompany participation will be promoted throughout the entire online network

Step-by-Step

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a new marketing channel

Brand: Brand: develop positive brand perception

Communication: Communication: interactive, ongoing, measurable and cost effective

Sales: Sales: integrate giving with sales

Customer Relationship Management: Customer Relationship Management: understand what motivates the customer

Human Resources: Human Resources: drive employee loyalty programmes

Social Engagement: Social Engagement: integrated and shareable

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• Integrated CR Communication, web 2.0-syle Across customers and employees Across business processes Virally across the internet

• Customer-Acquisition and Retention Cause Related Marketing to strengthen Brand Giving Voucher

• Employee-Engagement Employee giving Payroll giving and donation matching Corporate Volunteering

offers ...

Feb 2010 13

Thank you

16Feb 2010