Building community partnerships may not be a high priority for some brokerages. However, Peter Chamberlain (pictured above), director of allinsure, in Canberra, puts considerable energy - and money - into engaging with local groups through sponsorships, donations and mutual projects.
“I’ve got a belief that it’s incumbent upon those who are doing well to support those who aren’t,” said Chamberlain.
“Our industry, while it might have been challenging for some over the last 12 to 18 months and while we might be in a very hard market, we are largely rewarded very well for what we do,” he explained.
On the allinsure website, banner after banner belonging to community partners rolls across the screen. There are local sporting teams, emerging artists and a range of health organisations including OzHelp, The Kids’ Cancer Project, Lifeline and the Starlight Foundation.
But how much of it is just flag waving?
Chamberlain said community engagement is a “massive” part of what they do. He was recently recognized for a decade of giving to the Starlight Foundation, and a photo in Canberra daily, The RiotACT, shows him handing over a $10,000 cheque to the children’s charity.
“I’ve got a strong belief, and was always brought up, to give back to those who support you,” Chamberlain said.
allinsure engages with local organizations on three different levels.
“Some we jump to and donate because we believe in the cause,” he said. “Others we’ve picked up as a client in the first instance, but we also believe in their cause, so we donate to them as well. Then there are those we partner with because they want to actively build their donations or referrals. So, we work together on getting more exposure, through mutual activities, our clients and media contacts.”
Chamberlain said the process of teaming up with a local organization starts with his own staff.
“Our staff are encouraged to bring their ideas to the table about who we should partner with. Then we work out the what, the why and the how,” he explained.
allinsure evaluates a potential partner based on how local they are and whether they make a difference in the community.
“Do their ethical and moral considerations fit with us? Are they doing good in the community and making a profound difference? Once we get through that we look at if there is a business case that aligns with us as well,” said Chamberlain.
The resulting partnership can be as simple as shouting coffees (as pictured immediately above). Recently, one morning, allinsure teamed up with its local coffee shop, Kickstart Espresso. Kickstart’s drive-through customers received free coffees in return for a donation to OzHelp, a provider of workplace wellbeing programs. The focus was on promoting OzHelp’s Tradies Tune Ups, a free 20 minute health check for tradies.
“OzHelp Picked up a $3,500 donation, got their name out there, advertised and got some exposure - and did the same for allinsure at the same time,” Chamberlain said.
He added that it’s definitely not about the bottom line – but there can be considerable business benefits through staff engagement, advertising and referrals.
“While handing over donations is a fantastic thing to do, I strongly recommend other brokerages to really get directly involved and donate time as well,” he said. “It is far more fulfilling for your staff and then you get far greater outcomes for your business team’s culture.”
