Stakeholders and Corporate Community Investment A Cadbury Schweppes case study
Page 7: Benefits to the community
CTB is genuinely concerned with making a real difference and carries out evaluations to identify the effectiveness of its social responsibility programmes.
1.Creating a more active workforce
Andrew Cosslett, CTB's Managing Director, has remarked:
'By providing an inspiring menu of activities, by encouraging people to take part and allowing them to do so in work time, we have unleashed an army of committed and enthusiastic volunteers who have had a tremendously positive impact on our local communities'.
2.Close targeting to maximise benefits
CTB compiled a portfolio of activities, designed to offer something for everyone, but also to fit with a central strategy of focusing effort where it will make the most difference. Principally:
Areas of deprivation -CTB looks to involve its people in experiences that bring them into contact with real social need, and which do not insulate them within safe, centralised organisations that operate only in 'easy' accessible areas.
Core themes that enable CTB to develop expertise and gain synergies - these include Youth at Risk, Education and Enterprise projects. A School Links programme allows employees to develop projects on a one-to-one basis with local schools, while encouraging the sharing of materials and best practice through termly meetings of all Link Managers.
Projects where CTB can provide significant strategic input - Middle and senior managers have joined the Management Committees of local grassroots organisations such as People United Against Crime where their involvement makes a real impact.
Dave Shoesmith, the Director of Kings Norton Excellence in Cities Education Action Zone recognises the value of CTB's contribution:
'We've got money but what this estate really needs are the skills that your employees can provide as well as having positive adult role models'.
3.Extending influence into the supply chain
CTB and Cadbury Schweppes use their influence as a customer and supplier to encourage other companies to take up the volunteering challenge. For example, Smart Communications (Public Relations), AS Biss (Public Affairs) and Marakon (Management Consultancy) have all provided professional services to community organisations that CTB supports and have been inspired to introduce their own community programmes.
In addition, CTB has developed programmes with its customers. For example, CTB's Sales Team organised a joint project with East End Foods (Cash and Carry) to provide business advice to independent retailers to help regenerate a disadvantaged neighbourhood in Balsall Heath, near Birmingham.
4.Levering additional funding
CTB points many of its volunteers towards areas where the community can gain external matched funding. This includes Education Action Zones, schools bidding for specialist status and regeneration funds. CTB's employees are able to advise community organisations about potential sources of funding e.g. helping to develop the idea and also funding the set up of a Matrix Internet drop-in centre on the deprived Kings Norton estate in Birmingham.
By lobbying the local MP, the company helped access additional funding from the Drugs Advisory Council. Working with a reputable company like CTB helps community organisations to gain credibility when seeking support for local projects.
5.Backing up with other company support
CTB also operates a CashMatch scheme that provides £ for £ support. This provides an incentive for employees to raise money for their favourite charity. The knowledge that they can effectively double their money through the company's support has inspired many employees to fund-raise for the first time.
Cadbury Schweppes | Stakeholders and Corporate Community Investment