Why should business engage in charity
His Work / / December 26, 2019
1. Developing regions of presence
As much as rosy nor heard reports of governors, in real life deficient budgets of many regions, and the money is spent only on the vital. On the development in this case it is still not much, if at all, remains. For comparison, the income part of the budget of MoscowThe law on the budget of the city of Moscow in 2018 and the planning period of 2019 and 2020 almost 24On the regional budget for 2018 and the planning period of 2019 and 2020 times more than in the Saratov region, 20"On Amendments to the Law of the Primorsky Territory" On the regional budget for 2018 and the planning period of 2019 and 2020. " - than in the Primorye Territory, in 9On Amendments to the Law of the Sverdlovsk region "On Regional Budget for 2018 and the planning period of 2019 and 2020." - than in the Sverdlovsk region.
Business is interested in the development of the regions, not only for altruistic reasons. Helping, it provides a more comfortable environment for work.
Anastasia Lozhkina
Director of Development and Fundraising Charity Fund "Arithmetic is good."
For business it is important to the sustainable development of the regions. Investing in the education and socialization of children-orphans, business generates future staff, contributes to a reduction in the region of the crime situation and the rise of the economy.
In addition, when a business says about the involvement of a social problem, it creates a status of a socially responsible brand. Accordingly, the formed deeper emotional interaction with the consumer.
Finally, the staff involvement in the solution of social problems of developing the ability to share, not only money, but also the skills, promotes cohesion team. As a successful case study is the project "Move" and the fund company PepsiCO "Arithmetic is good." Employees involved in sports, while their training is translated into funds that go into the development of sports clubs and educational programs in regional orphanages.
2. Form the HR-Brand
Despite the fact that most of the market belongs to the employer, which is selected from several applicants, applicants Now I am not born yesterday. They assess a company's reputation, read reviews of it, watching as its representatives behave on the Internet. Talented and capable employees can afford to choose from several offers. And there is reason to believe that they will choose a company with a good reputation.
Participation in charity shows that the company's top management is not all the same. He sees in others the people, not just consumables, which helps to make money, and is willing to share resources to help.
Anna Leonova
Specialist internal communications ICL Services.
Charity can solve some business problems. First of all, it is work with the corporate culture. A competitive advantage in terms of the employer brand also plays a role.
The younger generation wants to take on the new roles of volunteers, facilitators and project management activities. They're more likely to choose a stable company with an active social position, which shows that they are ready to implement their initiatives. It is proved that the greater involvement of employees, not only in the working process, but also in the social life of the company, the better the performance and the company's financial performance. And lower turnover talent.
This is the work of good internal communication in action. Also reduced indirect costs of hiring staff. If the employer brand is positive, get more advice from outside employment easier.
3. To demonstrate the stability and dependability
If for companies there was Maslow's hierarchy, was the charity would be very close to its peak. It is difficult to deal with it, if basic needs are not met: No steady income, a problem with the staff or partners.
Participation in the charity says the organization safely, while its employees have the time and resources to think about how to help someone else and not feel deprived.
Valeria Belentsova
Project manager BF "Fulcrum".
Social Responsibility demonstrates the stability and reliability of the organization. An employee of the company that cares about society, more loyal to the employer: the collective participation in charity events can cause not only emotional attachment, but "addictive." One of the top managers of partner companies once admitted to us that it is important that employees understand they are working in an organization that not only receives, but also gives.
At the charity fund in support of the Paralympics "Fulcrum" Now there are four ready-made tools for the development of corporate social liability of any business, including the purchase of charitable gifts as corporate gifts, such as t-shirts with quote "Lowered his hands? Raise the bar "plates print" Delicious eaten? 40 times crouched"And others or refusal to purchase corporate gifts for a holiday in favor of the Paralympic victories.
4. To develop a trusting relationship with the audience
Business can generate audience loyalty in different ways, and charity - one of them. Current and potential customers understand that the company sees what problems exist in society, and is ready to help solve them.
Elena Bershadskaya
Public Relations Manager of the company "EGIS-RUS".
The activities of our pharmaceutical company in the field of philanthropy contribute to the development trust with our audiences - health professionals, patients, society whole. Over the years, "EGIS" is the organizer and sponsor for physicians and educational programs patients, and more recently - more initiator and partner charitable projects and volunteer shares.
One of our charity projects - all-Russian action "Buy the good", which is implemented in partnership with the CBF "Quatrain" in 2015. It aims at improving the quality of life for children in orphanages. This year it was implemented within the educational initiative: 19 children's institutions gynecologists were over girls puberty lectures on Women's health and personal hygiene.
5. Build corporate culture
Social responsibility - an important part of corporate culture. Total useful thing can effectively unite the team, as it causes a strong emotional response.
Jan Kotuhova
Director to work with public authorities and external communications of the EAEC company "Servier" countries.
Pharmaceutical business, which is directly linked to the life and health of people, presupposes an increased level of responsibility towards society and the additional ethical obligations. Therefore, the company "Servier" participates in various patronage projects.
So, this year we were partners of the International Charity Fund "t-shirt gives life", the basic idea of which is that champions athletes known transmit a kind of sick children "charge to win," teach them to fight and never give up.
Employee participation in charitable and social projects are not only an important and effective tool for development and strengthening of intra relations, but also a kind of moral and ethical fork, allowing to build and maintain a corporate culture of the organization at the required high level.
6. Consistently communicate to the audience its mission
Solvency audience is increasingly leaning toward responsible consumption. Sometimes, only one failed of advertisingTo cause the network and a series of scandals promises never to use the services of "erring".
At the other extreme are companies that do not just talk about their values, but also to prove the case, that they believe in them, not just ride the wave HYIP. This strengthens customer loyalty, which is more likely to stop the choice on the organization, which will be remembered not only by aggressive advertising.
Peter Mlatechek
CEO of NIVEA in Roscii.
Implementing social projects, companies are seeking to tell the audience about their values. So, the main mission of NIVEA - care. It is at the campaign "Vote for a skating rink!", In which the brand restores unsuitable for recreation ice rinks. This is an opportunity to show concern for the welfare of hundreds of families.
Competitive selection for the reconstruction of rollers held on the basis of participants' bids. Updated site for hockey and skating instead abandoned "boxes" appeared in the 12 cities. This year, NIVEA has received 327 applications from 130 cities.
7. To assist in conjunction with the audience
Corporate social responsibility is not only to help themselves, but also to motivate this audience. Many people would like to participate in charity, but do not know how. The company, which they trust, can give them the tools to do so.
Gregory Melikov
Head GM Jewel jewelry studio.
With the idea of charity, I met a couple of years ago, when the friends of my friends had a son, who needed constant medical care. The children collected money for surgery for a child, and it helped. I realized how few drops do jug full of water and one runs a chain transfer modest and good support.
Then came the idea of a month of good deeds in my jewelry studio. Once a year I sent my regular customers an exclusive offer: any product at a discount, and in addition to that with each created jewelry send money to help children. If you only knew how many customers want to be involved in this!
In the summer of 2018 I started to create jewelry with the implementation of which the fixed part of the money goes to the Children's Hospice "House of the lighthouse." The price of products are only two options: the cost of production and a fixed part, which will be transferred to the fund. Manual processing is my gift buyers. Anticipating questions, say, a souvenir shop "House of the lighthouse" has no right to sell jewelry products, so implementation and logistics - it is the task of my studio and my personal staff a responsibility.
Whatever the task or solve the business with the help of charity, its most obvious effect - to help those who need it. When charity is not sporadic, but is embedded in the corporate culture of the company, it allows us to solve the acute problems systematically.
see also🧐
- 10 myths about charity
- How to distinguish the real benefactors from fraudsters
- How to convince people through social psychology