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

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

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?

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?

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

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?

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?

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)

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

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

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

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

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.

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

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

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

Corporate Community Investment ► PETCO’s Key Measures  Community Impact  Partnership Support  Public Relations Value  Media Interest  Business Synergies

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?

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?

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?

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?

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