Glasgow Business . 41
www.glasgowchamberofcommerce.com
MORE THAN JUST A GOOD CAUSE
Collaboration between businesses and charities provides significant benefits S
entiment plays a significant part when we choose which charities to support – we’re all human aſter all and influenced by different motivating
factors. However, for businesses – and charities – the decision on establishing an effective partnership must not be fired solely by emotion. Tere are signs that charities are becoming
ever more savvy in how they conduct their affairs. Some actively target corporates that have shared values or identify and develop a project that could raise the profile for everyone involved. Speaking at the recent AGM of Cancer
Support Scotland, Alison McRae, Senior Director, Glasgow Chamber of Commerce, highlighted an example: “One of our Partners is the STV Children’s Appeal which was set up six years ago. It helps children and young people in Scotland who are affected by poverty by providing practical assistance like food and warm clothes, creating opportunities for training and employability, and enabling social and emotional support for those who need it most. “At the outset it was clear that selling scones
and tables at events wasn’t going to be scalable or sustainable in the long term. Terefore, the team looked at connecting with corporate partners who would make the Appeal part of their corporate social responsibility (CSR) and employee engagement strategies.” One of those the Appeal team approached
was Lidl, which was keen to expand rapidly in Scotland and engage at a community level. Among other things, both sides looked at how Lidl could help deliver grants to local communities, particularly in deprived areas. Another initial corporate partner, RBS,
joined with the Appeal to see how it could use its local retail branch network to reconnect with local communities, and engage staff in the process. One outcome saw several RBS clients host business breakfasts. For the Appeal this presented the chance to work with other organisations, while the RBS brand was enhanced and the businesses involved were able to show that they cared for the community, access Appeal branding and increase their profile.
BENEFITS ALL ROUND
Needless to say, there are many benefits for businesses that create a tie-up with an appropriate charity:
Colin Graham, Chief Executive, Cancer Support Scotland; Brendan McCann, NHS
Oncologist, and Alison McRae, Senior Director, Glasgow Chamber of Commerce
“We work with a huge range of businesses – from local shops who have one of our collection cans to more strategic alliances with large corporates”
• Public relations: Te company’s philanthropic activity is highlighted in both traditional and social media
• Reputation: Many consumers make buying decisions based as much on how they feel about a company as on how they feel about a product
• Botom line: Te above leads eventually to greater profit as positive public perception and social media sentiment influences branding, and eventually, purchasing
• Employee engagement: Charitable giving improves employee engagement by boosting productivity, providing a feel good factor and pride in their work
• Morale: If employees are more engaged and happy with the corporate culture, their morale increases. Tis leads to less time and
productivity lost to illness and tardiness, and to lower turnover rates
• Teamwork: Everyone feels like they are working together towards a common goal. Tis teamwork will positively influence other aspects of their work. For charities, the advantages of linking with
the right businesses are numerous. As well as having access to valuable funds and commercial expertise, there are profile raising opportunities and the chance to recruit willing volunteers who can help out with practical aspects of the charity’s activity. Douglas Samson, Head of Marketing and
Promotions at Glasgow Children’s Hospital Charity, said: “We rely on corporate partners in several different areas. Some help us through donations and payroll giving and some people
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