THE BIG INTERVIEW
DEBBIE DURO ROLLS-ROYCE COMMUNITY INVESTMENT MANAGER
Over many years, we’ve followed a strategy to support the areas in which we operate, as our ethos is to be a good neighbour and have a real duty of care. But we’ve had to ensure we can engage our leaders
and employees effectively with the community investment work we do. No matter who we’re working with or the activity
we’re running, it must provide mutual benefit and deliver a return on investment. Giving back doesn’t just provide opportunities for community engagement, but it also helps to develop
DR NIK KOTECHA MORNINGSIDE PHARMACEUTICALS AND RANDAL CHARITABLE FOUNDATION FOUNDER AND CHAIRMAN
Business and the charitable sector both play different, but equally important, roles in helping communities to thrive. If both these very different sectors could better align
and support each other, there would undoubtedly be great benefits to both, as well as society in general. As we hopefully edge towards the end of the pandemic, companies should be seen as partners in tackling problems faced by our communities. This doesn’t just mean jobs – it has to be more than that. Plenty of businesses want to do their bit and support charities through corporate partnerships. This can often involve company employees taking part in voluntary activities and this kind of mass participation exercise can have a big impact. The sector’s role has never been more important in supporting local people, who will be our employees and their families, neighbours and friends. Charities need our skills, entrepreneurship and
business knowledge to help them build their own sustainable income generating models. It’s important to have a mindset from the beginning
that making an “impact” with charitable support isn’t about how much publicity can be generated, but the positive effect it will have to people directly on their doorstep. With this in mind, it’s perhaps best not to focus on the
return on investment and to separate an organisation’s CSR targets from the overall business aims. I know through my own business and the Randal Charitable Foundation that the best way to help is to seek out smaller, local charities that will likely know many of the people we work with and the communities we live in.
Strategic collaborations, where companies commit
over a period of years to help, can lead to genuine long-term partnerships. This can be a win-win for both parties as charities benefit from more sustainable funding and tap into the expertise found around the boardroom table. Supporting charities also chimes with the values of
companies that employees want to work for. They rightly have higher expectations of their workplaces now and the contribution their employer makes to the world on their doorstep. It can’t just be a one-off event or fundraising drive –
to really work, we need to see long-term partnerships to benefit local communities and business as well.
skills and competencies within teams. Increasing communication also helps to improve teamwork and leadership
behaviours. Throughout the past year, we’ve maximised the
opportunities to share our community work internally – but also linking it in with how it’s helped our employees achieve great things or build relationships within teams. There’s so many things we can encourage our
employees to get involved with, whether it’s becoming mentors, trustees, governors, STEM ambassadors, coaches or inspirational speakers, to develop their own personal skills as well as give back. Our main focus right now is about working with leadership so it can support staff to do these things.
IAIN MCKENZIE MATTIOLI WOODS GROUP OPERATING OFFICER
Staff engagement is central to our mission for a fun, fair and rewarding workplace. We also pledge to treasure our communities, and support local and national initiatives. From a benefits
perspective, involving staff in grassroots charity work enables businesses to bring teams together, foster a sense of togetherness and feel motivated. There’s obviously the sense of
giving back, but we also see it as a way of engaging clients because a worthwhile cause can trigger powerful emotional reactions in customers. Of course, there’s the benefits
arising from marketing opportunities that result in a strengthened reputation and brand – one that clients could feel a genuine connection with due to a shared sense of compassion with a charitable cause. Charity events are also a good
avenue for staff to network, while adding social value activities to company results can be a good mechanism for attracting investment.
business network April 2021 23
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