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COMMUNITY OUTREACH AND RESPECT
Chapter Twelve
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Copyright © 2012 John Wiley & Sons
Chapter 12
Learning Objectives
Describe four types of social responsibilities businesses have
Articulate the competitive advantages of community involvement
Understand the six phases of issues-driven multi-stakeholder dialogues
Develop a diverse portfolio of giving opportunities-money, products or services, skills, and job opportunities
Choose community organizations for strategic partnerships
Administer the community involvement process
Chapter 12: Collins, Business Ethics
Extent of Social Responsibilities
Milton Friedman famously articulated the viewpoint that the only social responsibility for business is to maximize profits within the guidelines of the law
Friedman’s narrow conceptualization of social responsibility has been criticized by many scholars
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Work-Life balance
Work-life balance refers to achieving the appropriate balance between time spent working and one’s personal life
Employees need time away from work to develop their personalities, replenish their energy, and avoid burnout
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Business Case for Community Involvement
A company’s reputation as a good citizen favorably impacts employee, customer, community, and investor relations
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International Corporate Citizenship
Double Standards Problem “Double standard”: one set of behaviors that meets
high expectations in the U.S. and a different set of behaviors that meets low expectations in underdeveloped and developing nations
Sweatshops in developing nations epitomize the difficulty of imposing a universal standard on all organizations in all nations
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International Corporate Citizenship
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Managing Stakeholders
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Managing Stakeholders
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Chapter 12: Collins, Business Ethics
Managing Stakeholders
Stakeholder Dialogues Julia Roloff highlights six phases of issues-driven
multi-stakeholder dialogues1. Initiation Phase2. Acquaintance Phase3. First Agreement Phase4. Second Agreement Phase5. Implementation Phase6. Consolidation Phase
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Philanthropy and Volunteerism
Philanthropy is the donation of money or property to assist a nonprofit organization or people in need
Volunteerism is the donation of time for similar purposes
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What to Give
What do nonprofit organizations and the community need from businesses?
1. Money2. Products or services3. Skills4. Job opportunities
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What to Give
Giving Money Many nonprofit organizations operate with minimal
financial resources and depend on philanthropic donations to serve clients
In 2010, Forbes rated the United Way #26 among the world’s 50 most valuable brands
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What to Give
Giving Products or Services Many community organizations can benefit from
receiving company products or supplies
Low income community centers, for instance, welcome school supplies, food, books, and so on
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What to Give
Giving Skills Invoke the three “Cs”—compatibility, commitment,
and communication—when forming long-term volunteer partnerships
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What to Give
Giving Job Opportunities Businesses can give back to the community by
providing jobs to people in need
One of the most important aspects of a person’s life is having a job
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Social Entrepreneurship
Social entrepreneurship refers to using business principles to directly meet basic human needs
Many social entrepreneurs participate in nonprofit organizations, although some develop for-profit ventures
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To Whom to Give
Reactive Giving Set aside some community giving resources to support
local nonprofit organizations and causes that are meaningful to employees and community members
These organizations may have unforeseen emergencies that companies can help address
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To Whom to Give
Outsource Giving Use community giving resources to support the local
United Way or other highly credible intermediary organizations that select and monitor donation recipients
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To Whom to Give
Strategic Philanthropy Strategic philanthropy is the partnering of a company
and nonprofit organization to achieve a communal good that also benefits the company
Set aside some community giving resources for strategic partnerships with nonprofits aligned with the company’s mission
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To Whom to Give
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To Whom to Give
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To Whom to Give
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To Whom to Give
Community Involvement as Employee Training Community involvement provides an opportunity for
team building, leadership training, and teaching project management
Volunteering on a common cause benefitting the community enhances employee morale
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Networking
Community involvement provides many opportunities for networking with other businesses and community leaders
Some business networking organizations fund public policy lobbying efforts
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Community Reputation Assessment
Assess key constituents to ensure that an important intended benefit of community involvement—a better reputation—is being accomplished
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Social Performance Reporting
A company can also demonstrate respect for the community by being transparent about its operations and impacts
More than 3,500 corporate responsibility reports are published annually
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Social Performance Reporting
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