AFP San Diego
Workshop, Chapter Meeting
and Luncheon Program
Friday, May 1, 2009
Handlery Hotel
950 Hotel Circle North - San Diego

Luncheon Program

Corporate Social Responsibility...Nonprofit Opportunity
Presenter:  William Marré
CEO, REALeadership Alliance,
Co-founder & former President of the Covey Leadership Center

• Corporate Social Responsibility Can Drive Opportunity.  2009 promises to be an historic year. With the combination of an economy in crisis, a presidential agenda for change, and environmental issues topping the global agenda, the opportunities for companies to define themselves through corporate responsibility programs are endless!

• Will Marré shares what is at stake, why what we are doing is neither sustainable nor responsible, and how the nonprofit sector can change it.

What attendees will learn:

• What non-profits have that businesses really need

• How to turn corporate philanthropy into a strategic relationship

• How consumers and employees are creating a leadership revolution

• How for-profit and non-profit “business models” are converging into hybrid enterprise

• How non-profit leaders can help businesses discover their authentic brand

• Actual case studies of how cause marketing becomes a sustainable revenue model for non-profits

What is Corporate Social Responsibility?

• Corporate Social Responsibility (CSR) is a form of corporate self-regulation integrated into a business model.  The more visible aspect of CSR is a business’ willingness to promote and support community, national, and global causes.  They do this through corporate philanthropy, cause-related marketing, and sponsorships.

• Ideally, CSR policy would function as a built-in, self-regulating mechanism whereby business would monitor and ensure their adherence to law, ethical standards, and international norms. Business would embrace responsibility for the impact of their activities on the environment, consumers, employees, communities, stakeholders and all other members of the public sphere.

• Furthermore, business would proactively promote the public interest by encouraging community growth and development, and voluntarily eliminating practices that harm the public sphere, regardless of legality. Essentially, CSR is the deliberate inclusion of public interest into corporate decision-making, and the honoring of a triple bottom line: People, Planet and Profit...in that order.

About the Presenter:

Based in San Diego, CA, Will Marré (pronounce like hooray) is the co-founder and former president of the Covey Leadership Center where he translated the concepts of The 7 Habits of Highly Effective People into powerful leadership courses taught to over one million executives world wide. Will is a pioneer of socially strategic enterprise that transforms Corporate Social Responsibility into Corporate Social Opportunity. As CEO of the REALeadership Alliance, Will works with corporations and nonprofits to create growth strategies by creating a unique value advantage. Will is passionate about helping organizations improve the quality of their personal lives and accelerate economic and social improvement throughout the world. Will also serves as Consulting Director of the Corporate Responsibility Forum at the University of California San Diego linking civic, nonprofit and the business community into a common vision making the San Diego California region the most sustainable in the world within ten years. Will serves on the leadership faculty of UCSD extension, is the visiting Scholar of Social Enterprise at Clemson University and is a former Leadership Scholar in Residence of The University of San Diego. Will’s new book Save the World and Still be Home for Dinner will be released in September 2009.

Workshop

Nuts & Bolts of Cause Marketing for Nonprofits:
How & Where to Get Started
Presenter:  Parker Pike MS, MBA, APR
Marketing Manager, UCSD Extension - Business, Science & Technology

• San Diego based companies are engaged and want to support the nonprofit sector. They are doing so with reduced resources amidst an increased amount of requests for support. They are interested in outcomes -- not outputs -- and want to partner with smart thinking, strategic and effective organizations. This workshop will help you understand what corporations are looking for in their nonprofit partnerships and where to make inroads to establish a relationship and gain their support. Participants will receive: tips and techniques on how to get started; cause marketing plan templates; proposal examples and guidelines, and 3 ways to generate an advertising plan….with no advertising budget.

Participants will learn how to:

• Develop a marketing budget and a partnership proposal

• Determine whether your sponsorship proposal is competitive in San Diego

• Predict the success of your proposals to media or potential corporate sponsors

• Approach media (large and small) with partnership ideas

• Add a dollar value and marketing power to partnership proposals

About the Speaker:

Parker Pike has 34 years experience in marketing consulting, advertising, partnership development, PR, retail marketing, and promotion management.  He has helped support the programs of many national businesses, while his primary devotion has been to small and mid-sized San Diego businesses, non-profit organizations and public agencies.  His work focuses on helping organizations market themselves with limited funds, but with professional style and thinking.

Before joining UCSD Extension, he was President of Catalyst Marketing; a San Diego based consulting company that specialized in building partnership programs for companies, non-profits and media. He teaches marketing classes at UCSD Extension and the graduate nonprofit marketing class at USD. Through his consulting and teaching in San Diego he has reviewed the marketing ideas and plans for over 2,500 organizations. Twelve years ago he founded the AMA Cause Conference and developed the first Cause Marketing university class in the Country. He is known in San Diego as the “father of Cause Marketing”
 
To reach Parker, contact him at ppike@ucsd.edu.