Why does business need to do charity work

1. Develop regions of presence

No matter how rosy the reports of the governors may sound, in real life the budgets of many regions are in short supply, and money is spent only on vital matters. In this case, not much, if any, remains for development. For comparison: the revenue side of the Moscow budget is almost 24 times higher than in the Saratov Region, 20 times more than in the Primorsky Territory, and 9 times more than in the Sverdlovsk Region.

Business is interested in the development of regions not only for altruistic reasons. By helping, he provides himself with a more comfortable working environment.

Sustainable development of the regions of presence is important for business. By investing in the education and socialization of orphans, business forms future personnel, helps to reduce the crime situation and boost the economy in the region.

In addition, when a business claims to be involved in a social issue, it creates the status of a socially responsible brand. Accordingly, a deeper emotional interaction with the consumer is formed.

Finally, involving employees in solving a social problem develops the ability to share, and not only money, but also skills, and promotes team cohesion. As a successful case, one can cite the project "Move" by PepsiCO and the Arithmetic of Good Foundation. Employees go in for sports, their training time is converted into funds that go to the development of sports sections and educational programs in regional orphanages.

2. Form an HR brand

Despite the fact that in most cases the market belongs to the employer, who chooses from several applicants, the applicants are now also not bastard. They evaluate the reputation of the company, read reviews about it, watch how its representatives behave on the Internet. Talented, capable employees can afford to choose from several proposals. And there is reason to believe that they will choose a company with a good reputation.

Participation in charity shows that the top management of the company cares. He sees people as people, and not just a consumable that helps make money, and is ready to share resources to help.

Anna Leonova ICL Services Internal Communications Specialist.

Charity can solve several business problems. First of all, it is working with corporate culture. Competitive advantage in terms of employer brand also plays a role.

The younger generation wants to take on new roles as volunteers, curators and event project managers. They are increasingly choosing stable companies with an active social position, which show that they are ready to implement their initiatives. It has been proven that the higher the involvement of employees not only in the work process, but also in the social life of the company, the higher the productivity and financial performance of the company. And lower talent turnover.

It's the job of good internal communication in action. Indirect recruiting costs are also reduced. If the employer's brand is positive, getting more external referrals for employment is much easier.

3. Demonstrate stability and reliability

If there were Maslow's pyramid for companies, philanthropy would be very close to its top. It is difficult to deal with it if the basic needs are not met: there is no stable income, a problem with personnel or partners.

Participation in charity says that the organization is healthy, and its employees have the time and resource to think about how to help someone else and at the same time not feel left out.

Valeria Belentsova Project manager of the Pillar Point CF.

Social responsibility demonstrates the stability and reliability of the organization. An employee of a company that cares about society is more loyal to the employer: the participation of the team in charity events can cause not only emotional attachment, but also “addiction”. One of the top managers of partner companies once admitted to us that it is important for them that employees understand: they work in an organization that not only receives, but also gives.

The Pivot Point charitable foundation in support of Paralympians now has four ready-made tools for developing corporate social responsibility in any business, including buying charitable souvenirs as a corporate gift, for example, a T-shirt with the quote “Lost your hands? Raise the barbell ", plates with the print" Did you eat tasty? I sat down 40 times”and others or the refusal to buy corporate souvenirs for the holiday in favor of the victories of the Paralympians.

4. Develop trusting relationships with your audience

Businesses can build audience loyalty in many ways, and charity is one of them. Current and potential customers understand: the company sees what problems exist in society and is ready to help solve them.

Elena Bershadskaya Public Relations Manager of EGIS-RUS LLC.

The charity activities of our pharmaceutical company contribute to the development of trusting relationships with our audiences - healthcare professionals, patients, society at large. For many years, "EGIS" has been the organizer and sponsor of educational programs for doctors and patients, and more recently - also the initiator of partner charitable projects and volunteer actions.

One of our charitable projects is the all-Russian campaign “Buy for Good”, which has been implemented in partnership with KBF “Katren” since 2015. It is aimed at improving the quality of life of children in orphanages. This year, within its framework, an educational initiative was implemented: in 19 children's institutions, gynecologists delivered lectures on women's health and personal hygiene to adolescent girls.

5. Build a corporate culture

Social responsibility is an important part of corporate culture. A common useful cause can effectively rally a team, as it evokes a strong emotional response.

Yana Kotukhova Director of Government Relations and External Communications for the EAEU countries of Servier.

The pharmaceutical business, which is directly related to the life and health of people, initially implies an increased level of responsibility to society and additional moral and ethical obligations. Therefore the Servier company participates in various philanthropic projects.

So, this year we became partners of the international charitable foundation "T-shirt gives life", the main idea of which is that famous athletes-champions give sick children a kind of "charge to win", teach them to fight and never give up.

The participation of employees in charitable and social projects is not only an important and effective tool for the development and strengthening of intracorporate relations, but also a kind of moral and ethical tuning fork that allows building and maintaining the corporate culture of an organization at the required high level.

6. Consistently communicate your mission to the audience

The paying audience is increasingly leaning towards responsible consumption. Sometimes one bad advertisement is enough to cause scandals on the network and a series of promises never to use the services of the "guilty" again.

At the other extreme are companies that not only talk about their values, but also prove by deeds that they believe in them, and not just ride the hype wave. This strengthens customer loyalty, which is more likely to choose an organization that is remembered not only by aggressive advertising.

Peter Mlatechek CEO of NIVEA in Russia.

When implementing social projects, companies strive to tell the audience about their values. So, the main mission of NIVEA is caring. It is on this basis that the "Vote for your skating rink!" This is an opportunity to show concern for the well-being of hundreds of families.

Competitive selection for the reconstruction of ice rinks is based on applications from participants. Renovated ice hockey and ice skating grounds have already appeared in 12 cities instead of abandoned "boxes". This year, NIVEA received 327 applications from 130 cities.

7. Help with the audience

The social responsibility of business is not only to help themselves, but also to motivate the audience to do so. Many people would like to participate in charity, but do not know how. A company they trust can give them the tool to do this.

Grigory Melikov Head of the GM Jewel jewelry studio.

I got acquainted with the idea of charity a couple of years ago, when friends of my friends had a son who needed constant medical assistance. The guys collected money for surgery for the child, and it helped. I realized how a few drops make a jug full of water and how one humble translation launches a chain of goodness and 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 with a discount, and in addition to this, I sent funds from each created jewelry to help children. If you only knew how many customers wanted to be involved in this!

In the summer of 2018, I began to create jewelry, from the sale of which a fixed part of the funds is sent to the Children's Hospice House with a Lighthouse. There are only two parameters in the price of products: the cost of production and a fixed part that will be transferred to the fund. Hand crafting is my gift to customers. In anticipation of questions, I will say: the gift shop "House with a Mayak" has no right to sell jewelry, so implementation and logistics is the task of my studio staff and my personal responsibility.

Whatever tasks a business solves with the help of charity, its most obvious effect is helping those who need it. When charity is not episodic in nature, but is embedded in the corporate culture of the company, it allows you to systematically solve acute problems.