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A strategic commitment to Corporate Social Responsibility
(CSR) is fast becoming a must
for Australian business, large or small. At Sense Marketing,
we assist corporate and professional service organisations
build Corporate Community Involvement (CCI)
strategies. Our preferred definitions of CSR and CCI are:
"Corporate Social Responsibility is
the continuing commitment by business to behave ethically
and contribute to economic development while improving the
quality of life of the workforce and their families as well
as of the local community and society at large." The
World Business Council for Sustainable Development in its
publication "Making Good Business Sense" by Lord
Holme and Richard Watts
“Corporate Community Involvement is
an important aspect of good citizenship and concerns the
active role of companies in contributing money, time, products,
services, leadership and other resources to the communities
in which they operate. The resources address a variety of
social and economic issues and strengthen the link between
business objectives and the needs of the community." Corporate
Community Involvement: Establishing a Business Case, Centre
for Corporate Public Affairs and Business Council of Australia
research study 2007.
There are many reasons why organisations choose to develop a CCI strategy, including: staff attraction and retention, supply chain demands it, customers expect it, it’s the right thing to do, competitors are doing it.
We have experience in establishing CCI policy guidelines, corporate foundations, building successful community partnerships, staff volunteering programs, CCI communication strategies. |
