Chapter 9. Community Relations and Strategic Philanthropy. Chapter Objectives. To describe the community as a stakeholder To discuss the community relations function To distinguish between strategic philanthropy and cause-related marketing To identify the benefits of strategic philanthropy
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CommunityRelations and Strategic Philanthropy
Shell Malaysia co-sponsored the annual traditional song and dance festival for secondary schools in Miri and Bintulu Division since 2000.
YTL Corp sponsored “Tunku – The Musical” at the Kuala Lumpur Performing Arts Centre (KLPac) from 12–15 September 2007 with free tickets given out to the public for all performances.
IOI Student Adoption Programme aims to provide financial assistance on educational needs to underprivileged children.
CIMB provided capital equipment to a group of 18 single mothers in Pulau Tuba, off the island of Langkawi to organise themselves as entrepreneurs.
These single women’s social welfare has improved tremendously since their monthly income rose from a mere RM150 per month per person to an average of RM600 per person per month since the upgrade of their facilities and equipment.
There is often a contagion effect when one business moves into an area.
A business can also cause financial repercussions when it exits a particular market or geographic location.
A company’s departure or retrenchment from a community can be devastating to the local economy.
Earth Hour (8:30pm to 9:30pm on 28 March 2009) . IOI’s local and international were involved via various ways such as cut down on electricity consumption, safety campaigns, creative contests, e-mail blasts and more to save the Earth.
Historically this has meant providingsupport for worthy causes.
Employees donate time in support of social causes (volunteerism).
Communities benefit from the application of new skills and initiative toward problems, and companies develop better community relations.
Painting at Selangor Cheshire Home by HSBC’s Deputy Chairman & CEO and volunteers
- Nestle’s collaboration with farmers in Serkin, Sarawak who plant traditional red rice, a key ingredient for the Nestle infant cereal is an example of strategic philanthropy that strengthens related sectors of the economy and which also benefits the company.
Pink lip items from Bobbi Brown’s and Estee Lauder from which a portion of proceeds will be donated towards the Breast Cancer Research Foundation.