A practical approach to corporate community involvement

Corporate Social Responsibility (CSR) and Corporate Community Involvement (CCI) are trends in business right now, but business and non-profit organisations frequently question the added value for their organisations. Furthermore, organisations currently engaged in CCI acknowledge the benefits, but wonder how they can effectively design the CCI programme. Business and non-profit managers often ask if CCI will yield organisational benefits, what would the investment be, and how can the programme be organised effectively?

To provide practical answers to these questions, PhD candidates Lonneke Roza and Wendy Stubbe, and Professor Lucas Meijs from Rotterdam School of Management, Erasmus University (RSM) wrote a practical application of several of their articles. Their paper, Why and how non-profit organizations, companies and intermediary organizations can use Corporate Community Involvement to build a stronger society: interesting facts from academic research supports managers in companies, non-profit organisations and intermediary (matchmaking) organisations interested in CSR, and CCI in particular. The publication is intended to inspire and encourage organisations to either get involved or further develop their existing programmes.

It contains short, accessible and practical approaches that show why companies should collaborate with non-profits, and how they could design effective programmes based on research conducted by the three authors. It is available online and in print.

First, the authors explain the concept of CCI and how it is perceived by consumers and employees. Second, they define partnerships between non-profit organisations and companies in theory and practice, and describe factors for success and effectiveness. Third, they explain the business case for corporate involvement in the local community, and outline the three major advantages for companies: marketing, human resources management and legitimacy. The manual also offers a guide to stages of development and programme design. The fourth part of the publication focuses on the non-profit ‘business case’ (i.e. rationale) for partnering with companies, providing an overview of benefits and how the contemporary relationship can be managed.

This publication is sponsored by The Circle of Research of Corporate Community Involvement, and is a collaborative project between RSM and seven Netherlands-based organisations; Alliander Foundation, IBM, ING, KPMG, Nuon Foundation, Ricoh and Vebego Foundation to stimulate interaction between research and practice in CSR, particularly CCI.  The aim is to conduct applied research in order to develop knowledge for practitioners and academics.

For the full report in English, click the link below:

Download Original Article (.pdf)

For the full report in Dutch, click the link below:

Download Original Article (.pdf)

Please join the discussion below by letting us know what Corporate Social Responsibility and Corporate Community Involvement could add to your business.

Rotterdam School of Management, Erasmus University (RSM) is ranked among Europe’s top 10 business schools for education and among the top three for research. RSM provides ground-breaking research and education furthering excellence in all aspects of management and is based in the international port city of Rotterdam - a vital nexus of business, logistics and trade. RSM’s primary focus is on developing business leaders with international careers who carry their innovative mindset into a sustainable future thanks to a first-class range of bachelor, master, MBA, PhD and executive programmes. RSM also has offices in the Amsterdam Zuidas business district and in Taipei, Taiwan. www.rsm.nl

For more information about RSM or on this release, please contact Ramses Singeling, Media Officer on +31 10 408 2028 or by email at singeling@rsm.nl.

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