Lessons Learned in CorporatePhilanthropy:Creating social & business valuefor TELUS & our local communities

Jill Schnarr

Vice-President, Community Affairs

Member of the TELUS team

Our Discussion

TELUS & Corporate Social Responsibility

Top 6 Lessons Learned in Corporate Philanthropy1. Integrate your giving with your business strategy

2. Align your business practices with your causes

3. Enable your employees and retirees to give to the causes they are passionate about

4. Engage your customers in the effort

5. Use social media to create a movement for your cause & company

6. Create an ethical social enterprise

Case studies of TELUS Go Pink & Community TTV campaigns

Who are we?

“We believe in our hearts and

minds that in order to do well in business, we must do good in the communities where we live, work and

serve. We are passionately committed to our community giving philosophy.”

– Darren Entwistle, CEO, TELUS

$245 M Amount donated by TELUS and our team members

to local Canadian charities since 2000

Our Areas of Focus

COMMUNITY BOARDS• Grants to grassroots charities• Delegation of decision-making to local leaders• Positive social outcomes

CAUSE MARKETING• Local community projects• Tangible customer benefit• Enhanced customer affinity & competitive differentiation

CHARITABLE PARTNERSHIPS• Local: Arts, Children’s hospitals• National: Sports, Health, Education• Brand enhancement through affiliation

EMPLOYEE/RETIREE SUPPORT• Team TELUS Cares• TELUS Day of Giving• Employee matched donations• Volunteer & Fundraising Grants• TELUS Community Ambassadors• Enhanced engagement & connection withemployees & retirees

HUMANITARIAN RELIEF• Global/local assistance in response to disaster/crises• Increased stakeholderinvolvement from customers

$35 M Cash donated by TELUS in 2010

to charities and non-profits

Cash donated by our telecom peersin 2010 to charities and non-profits

$13 M $9 M $600 K $1 M

10

review of operations – wireless

Canada’s Best Environmental

Corporate Citizen

10-year climate change strategy

117 M sheets of paper used in 2001

reduced to 40 M in 2010

150K wireless devices recycled in 2010

Volunteer Green Teams

LEED certified buildings

Work Styles: Resident, Mobile, At Home

Our commitment to the environment

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Our commitment to team and community

2011, 2010 – Canada’s Top 100 Employers

2011 – Best Employer for New Canadians

2011, 2010, 2009 – Canada’s Best Diversity Employers

2010, 2009 – Progressive Employers of Canada

2009 – Canada’s 10 most admired corporate cultures

2009, 2007, 2005, 2004 + 2003 – ASTD BEST awards

2008 Canada’s Human Capital Leaders

2010 – Most Outstanding Philanthropic Corporation

in the world, AFP

Top 6 Lessons Learned in Corporate Philanthropy

Lesson #1: Integrate your giving strategy to support your business strategy

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TELUS 2011 Priorities

Deliver on our future friendly brand promise to clients

Optimize the potential of TELUS’ leading wireless and

wireline broadband networks

Drive market leadership position in SMB and healthcare

Continue to improve TELUS’ operational efficiency to

effectively compete in the market and fund future growth

Raise TELUS team engagement and continue to drive the

philosophy of ‘Our Business, Our Customers, Our

Community, Our Team, My Responsibility’

Corporate Philanthropy Strategy

Create symbiotic relationship with our customers:

Contribute positively to local social needs

license to operate

Build TELUS brand and emotional appeal with our

customers: Give customers another reason to buy from

TELUS supplier of choice

Enable team members & retirees to feel proud to work for

TELUS: Facilitate their giving back to the community

employer of choice

Lesson #2: Align your business practices with your particular cause, so that you’re demonstrating more than a token commitment

TELUS Walk to Cure Diabetes

$5,000,000

TELUS #1 Healthcare IT Company in Canada

Electronic Health Records for more than 5 million Canadians

gives those with type 1 diabetes access to online health tools &

monitoring devices for wellness, disease prevention & management

TELUS bant iPhone app to help teens manage Type 1 Diabetes

TELUS Balance Campaign to raise funds for purchase of insulin

pumps & CGMs

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Supporting diabetes health management

Lesson #3: Enable your employees and retirees to give to the causes they are passionate about

Team TELUS Cares20

Employee Charitable Giving

11,000+ TELUS volunteers

on May 28, 2011

$7.2 million donated to charities in 2011

New programintroduced in 2011

558K hours & $851K donated in 2010

Fundraising Grants Dollars for Doers TELUS Day of Giving

TELUS Community Ambassadors21

Care Items

Annual Volunteer Awards Gala

61,809 care items: kits for kids, care bears, comfort

kits, heart pillows

$200K in 2010 21 clubs & 1000active retirees

Local Fundraising Volunteer Clubs Volunteer Awards

Lesson #4: Engage your customers in the effort: tell them what you do in the community & treat them like advocates, not just as consumers

Inviting our customers to give where they live

Every Customer Counts

60 sec TV spot

Lesson #5: Use social media to create a viral movement for the cause & for your business

Social media at TELUS: Online Mentions

Minimum monthly mentions of TELUS in external social media sites

Social media at TELUS: Twitter

Twitter followers of all TELUS accounts

Social media at TELUS

TELUS Twitter followers vs. competitors

Social media at TELUS: Facebook fans

Facebook fans

Social media at TELUS

TELUS Facebook fans vs. competitors

TELUS Go Pink Campaign

TELUS pink Blackberry Curve outsold the iPhone 4

the first 2 weeks of release

Go Pink Facebook fan page

Launched Sept. 2010

820,000 people turned their profile picture pink

High English and French engagement

$1 donated for each pink profile

6,273,112 positive media impressions

Go Pink. Pass it on – Facebook fan page

Facebook calls the TELUS ‘Go pink –Pass it on’ campaign one of the most successful cause marketing campaigns in history

Lesson #6: Create ethical social enterprise – move beyond corporate philanthropy for both social change and business impact

Social change & business impact

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$2.5M for digital mammography60,000 pink blackberries sold

$4.5M for local community projects45,000 new TELUS TV customers

CTTV Campaign Summary

Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011

Powell River

Powell River General

Hospital Foundation

$15,000

Red Deer

GH Dawe Community

Centre

$250,000

Abbotsford

Abbotsford Hospice

Society

$225,000

Sechelt

St. Mary’s Hospital

Foundation

$15,800

Ashcroft

Ashcroft Food Bank

$3,500

Whitecourt

Whitecourt Splash Park

Penticton

Okanagan College

Centre of Excellence

$50,000

Kamloops

North Shore Kamloops

Library Computer Lab

$125,000

Chilliwack

Chilliwack General

Hospital

$124,700

Prince George

Cdn Cancer Society

Northern Lodge

$309,500

Victoria

David Foster

Foundation

$237,00

Airdrie

Airdrie Boys & Girls Club

Lethbridge

University of Lethbridge

$350,000

Fort McMurray

Northern Lights Health

Foundation

$134,300

Mission

Zajac Ranch for Children

$75,200

Quebec

Operation Enfant Soleil

$110,500

Campbell River

Campbell River Rotary

Water Park

$18,000

Medicine Hat

Medicine Hat Health

Foundation

Vernon

Jubilee Hospital

Foundation

$175,000

Grande Prairie

New aquatic and

wellness multiplex

$250,000

Cranbrook

Kootenay Child Health

and Development

Centre

$80,000

Quebec

Association du Cancer

de l’Est-du-Québec

$111,900

Kelowna

Kelowna General

Hospital Foundation

$39,800

Fort McMurray

Keyano College Theatre

To date, $4.5M has been donated to 26 communities across BC, AB and QC

CTTV campaign – win for community & for TELUS

Gives customers another reason to buy from TELUS

Allows senior managers to build relationships in their communities

Improves the communities in which employees live

Builds strong, stable infrastructure

Strengthens a surrounding community’s potential workforce

Builds needed community infrastructure and access

Provides a tangible contribution that a customer can see

Supports local governments and health services projects

Provides access to corporate dollars for investment

“When brand value is strongly tied to reputation, corporate citizenship eclipses innovation, financial performance, workplace practices, governance and leadership as the leading influencer of public perception.”

Boston College Centre for Citizenship

Top 6 Lessons Learned in Corporate Philanthropy

1. Integrate your giving strategy to support your business

2. Align your business practices with your particular cause, so that you’re demonstrating more than a token commitment

3. Enable your employees and retirees to give to the causes they are passionate about

4. Engage your customers in the effort

5. Use social media to create a movement for your cause & company

6. Create ethical social enterprise – move beyond corporate philanthropy for both social change and business impact