Sunday, February 3rd, 2008
Molson employees from across the country will be taking to the streets of Toronto on Toque Tuesday February 5th. Toque Tuesday, a national effort by Raising the Roof, will be supported by the volunteer efforts of Molson employees attending their national conference in Toronto this week.
Molson heritage, history and culture has always involved a commitment to community. Kevin Boyce, President and CEO of Molson in Canada put forth the challenge to have a community activity as part of the national conference. With Feb 5th already designated as Toque Tuesday for Raising the Roof, it was a natural fit for Molson to offer up 1100 toque salespeople to hit the streets of downtown Toronto, to help raise money and combat homelessness.
1100 salespeople will sell thousands of toques in one hour on Toque Tuesday, the largest volunteer effort in Molson’s history.
Molson teamed up with Volunteer Toronto and Volunteer Canada and Raising the Roof to pull this massive deployment of volunteers together to demonstrate what one hour can do in making a difference in our community.
The Molson Community Blog will be covering the events in the early hours of February 5th and we will post the clips of the event throughout the day.
In the meantime…watch locally for opportunities to buy your toque for just $10 on Toque Tuesday and find out where you can at the Raising the Roof website. We salute Raising the Roof and their national sponsors, GLOBAL, RBC Foundation, Direct Energy, Ecentricartsinc, Grey Worldwide, The Bargains Group, Canadian Traffic Network and Home Depot; for their ongoing efforts to combat homelessness.
Wednesday, June 20th, 2007
This question comes up all the time – how do you apply traditional marketing metrics to community investment? How can you actually measure the impact of time spent volunteering or the impact of a one-time donation to fight AIDS or a clean water drinking initiative in Africa?
Well, skeptics, there is hope. Aside from measures like employee satisfaction, positive press, and all the stuff one normally looks at (all valuable information), sites are offering cause-specific calculators that give you more drilled-down, and some might argue, more socially impactful information.
Take, for example, the Calvert Foundation. They have a “calculate your impact” tag at the top of their website, different from the much hyped Zero Footprint calculator. This one attempts to calculate the actual social return on your investment. For example, when I punch in a $5,000 donation, one-time, to a micro-lending organization in the domestic U.S., my social return on investment would finance 15.6 micro-enterprises and create 31.13 jobs – a calculation everyone understands.
A growing body of evidence suggests that a company’s role in its community can be a factor in increasing profitability, strengthening company brand and reputation, elevating employee morale and customer loyalty, increasing market knowledge, attracting and retaining employees, and encouraging product innovation, among others. These factors are already measured by a series of stringent factors, like actual amount donated per employee, amount of volunteer hours, and end results.
But as the advent of these online calculators continues to pop-up, the calculations and metrics that are applied to these initiatives will surely increase. And accordingly, so will everyone’s ability to measure their impact.