상세정보

Bring the heart of your company into the community with effective CSR

Doing Good by Doing Good shows companies how to improve the bottom line by implementing an engaging, authentic, and business-enhancing program that helps staff and business thrive. International CSR consultant Peter Baines draws upon lessons learnt from the challenges faced in his career as a police officer, forensic investigator, and founder of Hands Across the Water to describe the Australian CSR landscape, and the factors that make up a program that benefits everyone involved. Case studies illustrate the real effect of CSR on both business and society, with clear guidance toward maximizing involvement, engaging all employees, and improving the bottom line. The case studies draw out the companies that are focusing on creating shared value in meeting the challenges of society whilst at the same time bringing strong economic returns.

Consumers are now expecting that big businesses with ever-increasing profits give back to the community from which those profits arise. At the same time, shareholders are demanding their share and are happy to see dividends soar. Getting this right is a balancing act, and Doing Good by Doing Good helps companies delineate a plan of action for getting it done. Readers will:

• Define an effective CSR strategy that promotes better business and makes a real impact
• Understand the current landscape to evaluate the CSR options that are right for your company
• Understand why corporate philanthropy is no longer enough
• Identify the hard and soft key performance indicators that help keep your program on track
• Gain an understanding of the concept of shared value and the importance to business
• Gain insight into each step of the CSR process, from interest, to information, to implementation

The concept of CSR is not new, but traditional "payroll deductions" and "volunteer days" are out-dated and grossly ineffective. Today, companies are building simple, well-constructed programs that are changing business and changing lives on a much grander scale. Doing Good by Doing Good provides a fool proof strategy for CSR planning, with value to the company, employees, and community at large.

New feature

Can an organisation's corporate social responsibility program both improve the lives of the community and grow a bottom line?

Doing Good by Doing Good offers a proven plan for implementing an effective strategy that can help organisations transform the communities they work with, while also bringing innovation and growth to their business.

Filled with illustrative case studies from organisations around the globe, it shows how these companies have increased morale and engagement, improved brand awareness, engaged new customers and delivered strong economic returns.

This book will help readers:

• understand the concept of shared value and recognise why corporate philanthropy is no longer enough
• evaluate the current landscape to define an effective strategy that promotes better business and makes a real impact
• identify the hard and soft key performance indicators that help keep your program on track
• gain insight into each step of the process, from interest to implementation.

Doing Good by Doing Good presents a fool-proof plan for building a corporate social responsibility strategy that can effectively balance consumers' expectations around giving back to the community and shareholders' demands to see dividends soar.

정보제공 :

Acknowledgements vii 
Preface ix
 
Introduction: Clarity comes with action xiii
 
1 Is there a better way? 1
 
2 How to engage 23
 
3 Business benefits of engagement 49
 
4 Small business: the multiplier effect 71
 
5 Medium-sized business: aligning values and purpose 85
 
6 Large business: strategic investment 103
 
7 The Origin story 121
 
8 Charity taking the lead 137
 
9 Journey to shared value 151
 
10 Measuring and reporting 169
 
11 Value of shared experiences 191
 
12 Selecting a charity partner 213
 
Afterword: Looking forward — what’s on the horizon 231
 
Index 241

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