“Making United Way Campaigns Meaningful to Employees” Linda Fields Kellogg Company May 1, 2014

CHARITABLE LEGACY

W.K. Kellogg was both a successful entrepreneur and a philanthropist. Kellogg Company has continued his legacy with active charitable investments for over 100 years.

KELLOGG CULTURE – WHY UNITED WAY?

• Kellogg believes in United Way’s mission and strategy

• Education – school readiness and academic achievement Income – greater financial stability Health – basic health care coverage and, maternal health and infant well-being

• United Way is in each community where we have employees

• United Way strengthens communities by investing in hunger relief and other community needs

• In 2010, Kellogg won the United Way Spirit of America Award

KELLOGG CULTURE – WHY UNITED WAY?

• United Way inspires and engage employees and retirees in community development and volunteering

• Willingness to collaborate with Kellogg as we launched our new initiative in 2013, Breakfasts for Better Days

Maximize Product Donations

BREAKFASTS FOR BETTER DAYS

Own Breakfast Leadership Position

Global Perspective

Expand Breakfast Programs

Tell Our Story and Engage Key Stakeholders

Our aspiration is to be the leading corporate advocate for breakfast, providing one billion servings of cereal and snacks, more than half of which are breakfast, to children and families in need by the end

of 2016.

KELLOGG CULTURE – SENIOR LEADERSHIP SUPPORT

Engage Executives • Ask for support from Kellogg Company Board • Ask U.S. based senior leaders for donation and campaign support Motivate Employees • Appear in a video to be distributed to Execs, Sales and Supply Chain

Campaign Coordinators • Participate in a Day of Caring service project • Attend campaign activities and committee meetings when possible • Sign companywide campaign letter • Provide updates at Quarterly Employee Update Meetings Provide recognition • Personally thank campaign leaders • Participate in check presentation at end of campaign

Headquarters

• Executive campaign

• Leaderboards

• Fundraisers in 5 campus locations

• Community Speakers

• Days of Caring

HEADQUARTERS AND OFF-SITE CAMPAIGNS

Off-Site

• Annual United Way Coordinator Conference

• Kellogg memorabilia

• Fundraisers

• Community Speakers

• Days of caring

• Location competition

• Annual meeting awards

Final Totals and World Food Day October 16

EMPLOYEE AFFINITY GROUPS

• HOLA - Fosters the development of Latinos and drives understanding and awareness of Hispanic culture

• KAARG – Kellogg African American Resource Group

• KMERG – A support group for Multinational Employees and a Cultural Resource to the Kellogg Company.

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• KVETS – Employees and supporters of those who have served in the military

• K Pride & Allies – Evolve the Kellogg culture to respect and accept employees sexual orientation, gender identification and gender expression

• WOK - Women of Kellogg

• YP– Empowers Young Professionals to shape their Kellogg experience

RETIREE OUTREACH

• Direct mail to nearly 1,000 U.S. retirees each year

• Retiree and employee picnics

• 25 Year Club reunions

• Retiree newsletter article

• Retiree Facebook notice

• Retiree pension deduction available

HQ SUPPORT TO OFF-SITE LOCATIONS

• Kellogg has over 30 manufacturing and office locations, over 75 sales offices and distribution centers.

• We provide leadership to each location and do much of the work for them.

• We hold an annual conference or webinar and provide check lists, guidelines, new messaging and presentations to show their employees.

• We encourage community speakers at their locations and help make contacts.

• We have established a Share Point site with all materials and guidelines they need to run a successful campaign.

• We support a competition between locations of highest rate of participation and highest increase in dollars raised. With companywide recognition and awards at a the annual Supply Chain meeting.

HQ SUPPORT TO OFF-SITE LOCATIONS

DAYS OF CARING

• Engages employees

• Builds community awareness

• Builds that relationship between you and the agency

• Increases United Way support

FUNDRAISERS

• Create awareness about giving to United Way

• Engage employees

• Provides fun and excitement

EMPLOYEE INCENTIVES: 1% DONOR GIFTS & DAYS OFF

OFF-SITE LOCATIONS

All donors who pledge 1% of their

salary receive a Kellogg / BFBD Shirt.

OFF-SITE & HQ Each Location

receives a supply of Red Kellogg shirts to use for committee

members or fundraisers

HEADQUARTERS

½ day off for .5% 1 day off for 1%

1.5 days off for 1.5%

COMPANY MATCH AND DESIGNATION POLICY

• Designations can be made to any U.S. 501c3 non-profit organization

• Designations can be made to any of the Kellogg Charity Partners

• Dollar-for-Dollar Match will remain with the local United Way – 25% will be allocated towards Breakfasts for Better Days

• Designations rollover year-on-year

WORLD FOOD DAY – OCTOBER 16

• Company-wide Global Service Project

• Kellogg and employees in 28 countries donated

nearly 100,000 pounds of food!

THANK EMPLOYEES

• Thank employees and committee members; ice cream socials, desk drops, postcard mailings.

• Announce totals at Kellogg Employee Update meeting

• Photos and videos on the Kellogg Intranet of campaign

fundraisers, events and community outreach

KELLOGG CARE$ - EMPLOYEE VOLUNTEER PROGRAM

• $100 per 10 hours of employee, retiree or Board member volunteer time to the same organization in a 12-month period

• $500 maximum/volunteer per 12 month period

Year Round Engagement