Measuring Your Corporate Community Investment

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

2. Corporate Community Investment Sempra Energy’s Key Measures • Community/social value • Relationship value • Public relations value • Employee value • Business value

3. Corporate Community Investment Measuring community/social value • Audience reached/helped • How many people ultimately helped? • Characteristics of those helped? • Poor, homeless, immigrant, youth, elderly, sick, etc. • Ethnicity, gender, other demographic statistics • Degree to which needs were met in community? • Impact of gifts?

4. Corporate Community Investment Measuring relationship value • Ability of grant to develop, reinforce or enhance relationship? • Opportunity to build strategic alliance? • Ability to leverage involvement through multiple relationships? • Business leaders • Community/opinion leaders • Policymakers • Customers • Employees • Ability to test bottom-line impact of relationships over time?

5. Corporate Community Investment Measuring public relations value • Advertising • Traditional (television, radio, print, online, outdoor) • Non-traditional (event-related programs, newsletters, banners, etc) • Measured in advertising equivalency • Press “hits” • Coverage in non-paid media • Measured in advertising equivalency • Positioning opportunities • Company • Company leaders/employees

6. Corporate Community Investment Measuring employee value • Employee passion for cause? • Willingness to volunteer? • Participate? • Raise/contribute own money? • Leadership opportunity for key employees? • Development opportunity? • Leadership training? • Employee stewardship • Investment enhanced by employee involvement • Appropriate positioning opportunity for individual?

7. Corporate Community Investment Measuring business value • Support marketing activities? • New business development? • Enhance customer relationship? • Recruit skilled employees? • Generally, people want to work at a company that is considered a strong corporate citizen • Specifically, support of higher education, career fairs, workforce development programs • Provide service or benefits to customers? • Low-income customers, seniors, young people, etc. • Offset business entertainment/hospitality costs? • Who is there for us for times get tough?

8. Corporate Community Investment Programs that contribute the most • Those that contribute the most to the bottom line provide value on multiple levels • Examples • San Diego Dialogue • Ocean Oasis/SD Natural History Museum • LJ Music Society/NPR/KPBS • Children’s 10Mobile (Children’s Hospital/KGTV Channel 10)

9. Value of Corporate Community Investment Kristy Gregg Vice President – Marketing & Community Relations San Diego National Bank January 25, 2005

10. Corporate Community Investment San Diego National Bank Key Values • Value of establishing a philanthropic presence • Employee value • Business/client value • Marketing/Public relations value • Determining to whom we give • Programs that provide value on multiple levels

11. Corporate Community Investment Establishing a Philanthropic Presence • History of SDNB • How we got started • Starts from the top down • Supporting our staff • Supporting our community • Community Reinvestment Act (CRA) • Arts, culture, walks, events, etc. • A better place to live, work and play

12. Corporate Community Investment Employee Value • Employee volunteerism • Willingness to volunteer • Passion for cause • Raise/contribute own money • Generally, people want to work at a company that is considered a strong corporate citizen • Leadership opportunity for key employees • Development opportunity • Leadership training • SDNB Action Squad • Encourages team work • Allows opportunities for learning how to volunteer • Pride in SDNB and themselves

13. Corporate Community Investment Business/Client Value • Banking is a competitive business • New business development • Enhance customer relationship • Generally, customers appreciate the fact that SDNB is a good corporate citizen • Provide service or benefits to customers • Low-income customers, seniors, young people, etc. • Allows opportunities for customers to get involved • Offset business entertainment/hospitality costs • Dinners, golf tournaments, etc.

14. Corporate Community Investment Marketing/Public Relations Value • Advertising • Traditional (television, radio, print, online, outdoor) • Non-traditional (event-related programs, newsletters, banners, etc) • Measured in advertising equivalency • Press “hits” • Coverage in non-paid media • Measured in advertising equivalency • Positioning/branding opportunities • Company • Company leaders/employees

15. Corporate Community Investment Determining To Whom We Give • Employee requests • Leadership opportunities • Client requests • Non-profits • Good customers • Opportunity for PR we may not otherwise achieve • Ability to leverage involvement through multiple relationships • Business leaders • Community/opinion leaders • Policymakers • Customers

16. Corporate Community Investment Programs That Provide Value on Multiple Levels • Examples • March of Dimes • Make a Wish • KIFM Radio - Teachers are Heroes • Channel 7/39 TV - Safety on Line – Child Abuse Prevention Foundation • LEAD, San Diego

17. Corporate Community Investment • PETCO’s Key Measures • Community Impact • Partnership Support • Public Relations Value • Media Interest • Business Synergies

18. Corporate Community Investment • PETCO In The Community • How will animals benefit from contribution? • How much do we already invest in the given community? • What impact will this have on the community or region? • What is our existing relationship with the community under consideration? • How do we keep it local?

19. Corporate Community Investment • PETCO Partnership Building • How will this contribution help our partner(s)? • Are there additional ways we can provide support? • Can we leverage that partnership within the community? • Can our partner(s) help us tell our story? • Third party endorsement of our efforts? • Speak on our behalf in the community?

20. Corporate Community Investment • PETCO in the Public Eye • How do our efforts enhance our brand amongst our various publics? • Do our contributions have a positive impact on the perception of our brand in the community? • Do they create a mindset that we are part of the community? • Does the goodwill we create make us the preferred choice among our customers?

21. Corporate Community Investment • PETCO in the Press • What interests the media? • What efforts garner more coverage? • What is the value of that coverage? • How does that coverage affect our perception in the community?

22. Corporate Community Investment • The Business of PETCO/PETCO Foundation • Is it the right thing to do? • Can efforts be applied in multiple markets? • Look at opportunities to build alliances • Online adoption partner Petfinder.com • San Diego Chapter of Make-A-Wish Foundation • San Diego Humane Society and SPCA • San Diego Chapter of American Red Cross