12 November 2006
Businesses can create a "win-win-win" through their giving
When it comes to corporate philanthropy you can have your cake and eat too.
That was the view of many of the speakers and participants at Executive Philanthropy, a conference that took place in London on 10 October. Nigel Morris, trustee of NPC and co-founder of credit card company Capital One, argued that “corporate philanthropy can create a win-win-win situation”. If it is done well, he said, corporate giving can create value for the business itself, for the employees and for the extended community.
This is one of the reasons philanthropy has reached a tipping point and why “we have the wind at our back”, said Morris.
Others at the conference also noted the rise of philanthropy in the UK. For Charles Handy, author of “The New Philanthropists”, it is a trend that developed quickly —“a bit like a swarm of insects. First you see a speck in the distance, but then it becomes a swarm”.
Doing it well
James Blackburn, head of equities at Execution and chair of the stockbroking firm’s charitable trust, told conference participants how “innovative and thoughtful philanthropy reflects the mission and culture of Execution. For example, in our business we don’t try and be all things to all people and this is mirrored in our approach to giving. The charitable trust has chosen to focus and not spread itself too thin, ” said Blackburn.
“Also, we aim to be a different and fun place to work. In our charitable giving we involve staff as much as possible, engaging them in decision-making and visits to charities. This, I hope, helps make working for Execution more than ‘just a job’”.
Reinforcing one’s corporate brand and making it easier to recruit and retain staff are some of the benefits of doing philanthropy well. Making it fun is probably just as important, argued another speaker, Mark Evans, who heads the Family Business and Philanthropy team at Coutts & Co. “The more you enjoy it, the more fun you’re having, the more you’re likely to give,” said Evans.
Executive Philanthropy was organised by Winmark, a company that runs networks of senior executives, undertakes market research and delivers leadership training.
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