Are you tired of putting your hand in your pocket to give to yet another charitable appeal? Think again – throwing your loose change into a bucket isn’t the only way to give something back to the community.
Companies today have come to realise that they don’t operate in a vacuum and that they have a responsibility toward the environment in which they operate. This has led to their increasing involvement in the community, supporting charitable causes on a number of different levels. This is commonly referred to as Corporate Community Involvement (CCI).
Sewell Moorhouse’s chosen charity is the Sheffield Children’s Hospital. We hold an annual charity event and also get involved in the Hospital’s own fundraising activities. By selecting a preferred charity, we have really been able to focus our support and develop a strong relationship with the team there.
CCI can provide real tangible benefits for all three parties involved: the employer, the employee and of course the beneficiary.
Benefits for the employer, aside from the opportunity to give something back to the community, include:
- higher staff retention levels (an employee who feels pride in their workplace is less likely to leave)
- lower recruitment and training costs
- strengthening of the company’s reputation and brand
- improvement in relations with the local community.
Extensive research has shown that employees want to work for - and are more loyal to - a company that takes a responsible attitude toward the community. Employees feel more valued and not just part of a faceless organisation. In addition, through CCI schemes, employees can learn new skills from being exposed to situations which they’re unlikely to encounter in their day to day work.
There are a number of different ways a company can implement CCI:
- Cash donations: this is the most common form of corporate involvement and represents money donated directly by companies either raised by employees from pay roll giving and fund raising events (dress down days, sponsored walks, balls etc) or from the company itself. A company can get tax relief on gifts of money and many companies will match the contributions from employees.
- Cause related marketing: popular with large companies. This is where a percentage of revenue is donated to a named charity to which the company has aligned itself.
- Employee skill sharing and volunteering: increasingly companies of all sizes are sharing their skills and expertise. This enables charities to access services which they might otherwise not be able to afford.
- In-kind donations: old computers, unused stock – all items have a value. If they can’t be used by the charity itself then they can always be sold on to raise much needed revenue.
Whichever route a company takes, CCI can be an integral part of the business strategy process. For all to benefit from the partnership, it is best if a cause is chosen which reflects the company’s core values and one that addresses a real need of the community.
Selecting a specific appeal at the beginning of the year can save a company a lot of time and allow one charity to plan and benefit. It can also help build long-term relationships. However, any CCI scheme must be carefully thought through, appropriately resourced and managed, fully supported by all employees and run with sincerity and integrity. Otherwise it runs the danger of looking like a carefully staged PR exercise.
Why not make it your New Year’s resolution to become involved and don’t let empty pockets prevent you from giving. Your time can be just as valuable as your cash.
For further information contact Cliff Sewell or Philip Hill at Sewell Moorhouse – an independent and specialised accounting, financial and administrative recruitment consultancy, based in Sheffield, Doncaster and Leeds.
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