Good Works!: Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line

Chapter 10

Offense: Selecting a Social Initiative to Support the Cause

We're all in it together. We're an eclectic collective of environmental advocates along with some innovative ice cream and music-makers, working in concert to tackle the man-made problem of global warming.¹

—Ben & Jerry's SaveOurEnvironment.org

Once a social issue has been chosen (ideally as an area of focus for the company), all six initiatives should then be evaluated for potential to contribute to the cause, as well as to the company. Table 10.1 summarizes major strengths associated with each initiative, both for the company and for the cause. As the following guidelines suggest, managers will evaluate initiatives relative to their potential for contributing to specific business and cause-related objectives and goals. These best practices also incorporate additional considerations based on perspectives of managers interviewed for this book, as well as academic and other experts on corporate social responsibility.

Table 10.1 Major Potential Benefits from Corporate Social Initiatives

Select Initiatives That Best Meet Business Objectives and Goals

Corporate involvement in social initiatives can support a variety of business objectives and goals. At this phase in the planning process, managers should identify priority needs that might be met through supporting cause efforts, considering financial, marketing, corporate ...