By Francis Delaisi

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It is populist,ethical and welcoming. For do right companies, there has never been a better time for business to integrate itself in the political and social fabric of this country in a way that is truly of commercial benefit. Why is this? They must read company announcements and participate in company schemes if they are to be seen as fully functioning members of the work force. But research carried out for this report, does not indicate that employees are unwilling contributors to CCI schemes.

If well promoted and clear, it offers companies a single issue to support, which can bring strong benefits for external and internal communications. 23 C H A P T E R 2 : W H AT I S C C I ? Which CCI is which? Type of CCI Target audience reached When useful Comments Philanthropy Good causes Mainly for individuals, or when distance is beneficial between donor and good cause Low profile activity – declining appeal for companies Cause related marketing Consumer To boost sales for short periods – most effective when linked to high profile causes Can provide short term sales lift.

Especially suitable for organisations representing many companies or partners. Can be cost effective way of making a difference without directly funding activities Media partnership Consumers, employees If mass audience reach is required Will lead to awareness, but will add to cost. Media partner will seek influence and control, which needs management Platform for issues Consumers, employees When a company sees a strategic fit with its business interests Right for some companies. Cautious approach needed to avoid media and consumer backlash – eg accusations of jumping on bandwagons 24 What is driving the growth in CCI ?

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La Bataille de l’Or by Francis Delaisi


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