Feature RAILWAY CHILDREN THE BUSINESS Words: Rob Capener Head of Marketing and Communications, Railway Children. T


hese days charitable giving is big news. More and more businesses are choosing to get involved with charities as affiliates, partners or sponsors, and are not shy about promoting the fact.


Organisations all over the country are recognising the many benefits of working with charities such as Railway Children. This recent trend of ‘strategic philanthropy’ provides a source of much needed income and support for charities, but it also brings huge benefits to the corporates who enjoy a host of associated gains.


Corporate social responsibility In these challenging times, it is


important that you give your clients reason to remain loyal to you. For many


organisations the fact that a supplier is affiliated with a charity can be very positive. Not only does it show that


the supplier is able to maintain long-


standing relationships, but it also highlights a compassionate side.


As well as enhancing relationships with existing clients, a charitable partnership can help develop bonds with new prospective customers and suppliers. The reputation of an organisation often precedes an individual dealing with the business, especially in a notoriously close-knit market like the rail industry. Any company that is seen to be working with a charity, especially one with a cause in line with the core beliefs of the target market, is likely to enjoy a more positive reputation within the industry.


BENEFITS OF CHARITY PARTNERSHIPS


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RailCONNECT


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