Tuesday, November 18th, 2008
Photo L-R: Kevin T. Boyce, President and CEO, Molson; Clare Archibald, Executive Director, Moncton Headstart;Peter Johnson, President of Moncton Headstart; Mayor George LeBlanc, Mayor of Moncton
President and CEO of Molson in Canada, Kevin Boyce, joined with colleagues in Moncton earlier today to celebrate the one year anniversary of the Moncton Molson Brewery opening with a $15,000 cheque to Headstart. This money will be dedicated to the Headstart Food Box program this holiday season and will benefit 200 families in the Moncton area.
Clare Archibald from Moncton Headstart spoke about last year’s total of 1700 food boxes that would have provided food to over 3700 people. Archibald is hopeful that Molson’s efforts will encourage other corporations and individuals to provide support for this worthwhile cause.
Kevin Boyce spoke about the inspiration that he felt when touring the Headstart kitchen during last year’s brewery opening festivities. Moncton Mayor George LeBlanc was also on hand and as a past president of Moncton Headstart he spoke about the impact that this food box initiative has on families who are receiving this kind of support.
Molson has a long standing heritage and history of supporting the greater community. Kevin Boyce spoke about the company and the pride that Molson employees have in being involved in their communities.
If you would like to support Moncton Headstart you can visit www.monctonheadstart.com to lend your support to this worthy initiative.
Wednesday, June 27th, 2007
Who benefits more from a well thought out, well-executed (much hyped?) community investment program? The company, charities/different organizations or the employees from which the investment originates?
The 2004 Cone Corporate Citizenship Report discusses how some companies have recognized the positive impact of supporting social issues and the additional benefits of aggressively communicating these efforts to as many people as possible. The report describes how more and more folks south of the border want businesses to discuss what they do in the community, however few actually do it (well) for fear of being seen as too self-congratulatory.
Boastful or not, “an overwhelming majority of Americans (86%) want companies to talk about their efforts, yet only 4 in 10 are actually doing it well.” Some of those companies are engaged in voodoo marketing efforts, an opinion expressed in yesterday’s NYTimes by Ron Jarvis, Home Depot senior vice-president.
Despite their desire to know, employees of a particular business stand to benefit just as much (maybe more) than consumers from a well-publicized community investment campaign. The difference between posting something internally and boasting about community investment in a public space is tremendous – primarily because it demonstrates that a company stands behind a particular (employee driven) initiative and that they’re willing to stand up and shout about it.
Some may ask, “how do we know that our corporate contribution is making a difference in the lives of people?” My response – perhaps it’s just a case of asking all those involved.
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.