By Philip Kotler
This present day, firms are anticipated to provide anything again to their groups within the type of charitable tasks. In company Social accountability, Philip Kotler, one of many world's most popular voices on enterprise and advertising, and coauthor Nancy Lee clarify why charity is either strong P.R. and strong for enterprise. They exhibit enterprise leaders tips to opt for social reasons, layout charity projects, achieve worker help, and evaluation their efforts. in addition they offer all of the top practices and state-of-the-art principles that leaders have to maximize their contributions to social motives and do the main strong. With own tales from twenty-five enterprise leaders from socially liable businesses, this is often the bible for state-of-the-art solid company citizen.
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11 In the summary list, note the theme of environmental stewardship in each of the major initiatives. A more detailed description of each of the programs follows. 2 Examples of Corporate Social Initiatives for Dell Cause Promotions Cause-Related Marketing Corporate Social Marketing Corporate Philanthropy Community Volunteering Socially Responsible Business Practices 34 Description Supporting social causes through promotions to increase awareness, fundraising, volunteers Donating a percentage of revenues to a specific cause based on product sales Supporting behavior change campaigns Making direct contributions to a charity or cause Providing volunteer services in the community Adopting and conducting discretionary business practices and investments that support social causes Example Dell offers 10 percent off selected new products when up to three used products are recycled online Dell offers free and convenient return of used printers for recycling or reuse Through Dell’s “Direct Giving” program with employees, employee donations are made to Earth Share, which supports multiple environmental projects Dell employees around the globe participate in “Global Community Involvement Week” each September, including activities such as park cleanup Dell creates product design programs with specific environmental guidelines, policies, and goals Dell sponsors efforts to collect used computers for donations to local nonprofits and public agencies Dell Inc.
Those making the recommendations will end up juggling com- What Are the Major Current Challenges to Doing Good? 19 peting priorities and publics. They will be faced with tough questions, including these: • • • • • • How does this support our business goals? How big of a social problem is this? Isn’t the government or someone else handling this? What will our stockholders think of our involvement in this issue? Is this something our employees can get excited about? Won’t this encourage others involved in this cause to approach us (bug us) for funds?
It is believed to be the first program of its kind to tie support for local schools to Visa® Check Card purchases once the customer enrolls, and in turn allows schools to accumulate points that will be converted to cash at the end of each year. The program was designed to be simple and flexible. There’s no enrollment fee, and Washington Mutual does not charge customers for using its check cards for purchases (though merchants might). Under the program, customers enroll by selecting a school to benefit and begin by simply using their check cards when making everyday purchases.