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Community Relations and Strategic Philanthropy: Building Trust and Impact

This chapter explores the role of the community as a stakeholder and discusses the function of community relations. It distinguishes between strategic philanthropy and cause-related marketing and highlights the benefits and key factors in implementing strategic philanthropy.

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Community Relations and Strategic Philanthropy: Building Trust and Impact

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  1. CHAPTER 9 Community Relations and Strategic Philanthropy

  2. Chapter Objectives • To describe the community as a stakeholder • To discuss the community relations function • To distinguish between strategic philanthropy and cause-related marketing • To identify the benefits of strategic philanthropy • To explain the key factors in implementing strategic philanthropy

  3. Community Stakeholders • A community includes those members of society who are aware of, concerned about, or in some way affected by the operations and output of the organization.

  4. Community Stakeholders (cont.) • Issues of concern include: • Pollution of the environment • Land use • Economic advantages to the region • Discrimination • Exploitation of workers and consumers • Neighbor of choice • An organization that builds andsustains trust within the community

  5. Community Relations • The organizational function dedicated to building and maintaining relationships andtrust with the community

  6. Responsibilities to the Community • Economic issues • Legal issues • Ethical issues • Philanthropic issues

  7. Philanthropic Contributions • Philanthropy- provides four major benefitsto society • Improves the quality of life and helps make communities places where people want to do business, raise families, and enjoy life • Reduces government involvement by providing assistance to stakeholders • Develops employee leadership skills • Helps create an ethical culture and the valuescan act as a buffer to organizational misconduct

  8. Strategic Philanthropy • The synergistic use of an organization’s core competencies and resources to address key stakeholders’ interests and to achieve both organizational and social benefits

  9. Strategic Philanthropy and Social Responsibility • Companies often consider philanthropy after meeting financial, legal, and ethical obligations. • Strategic philanthropy is often viewed as an investment that is tied to business strategies and implementation. • By incorporating philanthropy in strategic planning, the company can address the needs and concerns of key stakeholders. • Greater organizational accountability has led to organizational concern about performance and stakeholder accountability.

  10. Implementation of Strategic Philanthropy • The implementation must have the endorsement and support of the CEO and other members of top management. • Top-level support allows organizational members and stakeholders to see the importance of the program to the company. • Companies need to find their unique method and not clone what competitors are doing.

  11. Planning andEvaluating Strategic Philanthropy • Research • Organize and design • Engage • Spend

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