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Understanding Corporate Strategies in Community  Involvement and Philanthropy

Understanding Corporate Strategies in Community  Involvement and Philanthropy. Advancing Business Goals thorough Partnership with Non-Profits. What is Corporate Citizenship?. Business as an integral part of society Business as a citizen of the country Rights and responsibilities of business

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Understanding Corporate Strategies in Community  Involvement and Philanthropy

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  1. Understanding Corporate Strategies in Community Involvement and Philanthropy Advancing Business Goals thorough Partnership with Non-Profits

  2. What is Corporate Citizenship? • Business as an integral part of society • Business as a citizen of the country • Rights and responsibilities of business • Role in developing society

  3. Why should business donate? • “A good company delivers excellent products and services; a great one delivers excellent products and services and strives to make the world a better place.” • Bill Ford, Chairman of Ford Motor Company

  4. Benefits of corporate giving • Improved community image (75%) • More employee involvement and loyalty (52%) • Improved customer ties (20%) • Increased sales (7.2%)

  5. Image Enhancement • Create a thematic giving format • Form strategic alliances with non-profit partners • Donate company expertise to non-profits • More structured PR campaign

  6. Increased Employee Involvement and Loyalty • Create a volunteer program • Develop a matching gifts program • Encourage employee participation in making giving decisions

  7. Improved Customer Ties • Getting customer attention • Retaining loyal customers • Differentiation from competition • Building rewarding relationships

  8. Is There a Link Between Giving and Financial Performance? • Positive correlation between strong social performance and: • Return on Assets • Return on Sale • Return on Equity

  9. Future of Corporate Citizenship • Milton Friedman in 1970: • “The corporation’s social responsibility is to increase shareholder value; other interests would reduce the welfare of the shareholder.” • In 2002: a bright future for corporate social responsibility and corporate citizenship.

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