Case Study: Wilkinson Hardware Stores
The Background
Since the first store opened almost 80 years ago Wilkinson’s contribution and support for local communities has grown and strengthened year on year. The company has helped boost local economies and revitalised neighbourhoods by maintaining a reassuring, welcoming presence in towns and cities, creating jobs and employing local people.
As part of its wider commitment to the CSR agenda the company currently contributes 1% of annual profits to the community through a combination of donations, staff volunteering and fund raising.
The Brief
To build upon Wilkinson’s solid track record of community involvement by developing and strengthening the programme to provide an enhanced focus, added value for the Wilkinson brand and a greater return on investment.
The new community investment programme should reinforce relationships with key stakeholders, create opportunities for long-term partnerships and build loyalty and trust with customers and team members.
The Approach
To develop a programme of connected schemes and initiatives that sit together comfortably beneath one clear, uniting theme that reinforces consistency, value and sustainability. It will create impact nationally and in the community through effective partnerships and reward and celebrate success with customers and team members. The main elements include the following:
- A new direction in which to work
- Creating Corporate Partnerships
- Charity Collections
- The Helping Hands Fund
- Local Stars
- Wilko Heroes
Five themes were researched and presented to Wilkinson. A process of consultation followed with the customers, retail store management, team members and executive board, and the theme of Helping People Achieve and Reach their Potential emerged as a firm favourite and a new direction.
Up to 12 national charities that worked in the area of this new theme were examined in detail and the findings presented to Wilkinson which chose four charities as Corporate Partners, each to be championed by an executive board member. Through their beneficiaries each charity works locally to help people achieve and reach their potential. They are:
Children’s Hospices UK
Anthony Nolan Trust
Age Concern England and Help the Aged
Home-Start UK
The Corporate Partnerships will last for four years. Each year Wilkinson will make an annual corporate donation to each charity whilst working with them to create a partnership of lasting value to communities and a lasting legacy for Wilkinson plus plenty of team member volunteering opportunities. In addition, each will be the Wilkinson Charity of the Year once during the period to support their longer-term fundraising objectives.
“We had our first planning meeting with Wilkinson yesterday regarding launching charity of the year in May. It is all incredibly exciting. I was conscious that your role within this may have ended and I just wanted to say thanks for all your help on this. The result was everything we could have hoped for and more. Wilkinson team is lovely and the partnership will be a huge filip for a movement which is facing immense challenges.” Julian Hall, Director of Fundraising, Children's Hospices UK
To produce guidance materials that will help stores throughout the country to support three additional charities and encourage them to do all they can to help them in their fundraising efforts. These are:
The Royal British Legion’s Poppy Appeal
BBC Children in Need
Comic Relief and Red Nose Day
To redevelop a scheme that had been at the heart of Wilkinson’s donations programme. This devolved the administration and funds from Head Office to retail stores to promote local flexibility and ownership. Stores will have the responsibility of managing their own budgets and making donations that are important to them and their local community whilst developing relationships at a local level. Guidance materials were written to support stores at every stage of the process.
To take an existing scheme and give it a contemporary focus that fits with Wilkinson’s new direction. This scheme recognised individuals who had overcome barriers in their own life or had been an inspiration to others. Customers will make nominations and team members will choose the 30 winners who will attend a Head Office ceremony to receive and celebrate their award. Again, guidance materials were written to support stores.
To refresh a current scheme by rewarding team members who make a personal commitment to charities and good causes close to their heart through Wilkinson matching £ for £ the amount of money they raise.
The Result
Following a brief taken in April 2008 the new community investment programme has been fully endorsed by the Wilkinson executive management team every step of the way. The new Corporate Partnerships commenced in May 2009 along with the first Charity of the Year, with Children’s Hospices UK. Community tool kits have been designed and printed and will be rolled out to stores from May 2009.