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The Changing Business Environment–

The Opportunity for non-profits

Corporate Social Responsibility

• Corporate Social Responsibility (CSR) – is defined as the way companies’ integrate social, environmental and economic concerns into their values and operations in a transparent and accountable manner.

CSR – The Benefits for Business

• Increased profits

• Access to capital

• Enhanced brand image & reputation

• Increased sales & customer loyalty

• Increased ability to attract & retain employees

• Keeping ahead of the market curve

CSR – The Facts

Studies have shown that –

79% of Americans take corporate citizenship into account when making purchase decisions.

71% take it into account when making investment decisions.

65.7% of the U.S. general public would recommend the top 20 socially responsible companies to others.

The New Look of Business

The New Look of Business

The New Look of Business

The New Way to Talk to Customers

• Marketing and advertising has undergone a number of changes –Advertisements are no longer an attempt to push a single product – The Dove “Real Beauty” http://www.youtube.com/watch?v=Ei6JvK0W60I

or Tide’s “Loads of Hope” http://www.youtube.com/watch?v=DeMQGI5rSDM

campaigns are just two examples of this shift in how businesses are communicating with their customers. It is a chance to communicate a way of life to their consumers.

The New Way to Talk to Customers

• Tropicana found a very unique way to advertise orange juice – what did they gain?

http://www.youtube.com/watch?v=abkIIypRWv4

• Pepsi is spending millions of dollars on its latest project – is this going to sell more Pepsi?

http://www.youtube.com/watch?v=ZXDvzPx8zTc

Consumer’s say…

• Consumer’s believe that an organization that values supporting and giving back to its community is an organization that can be trusted and depended on.

• CSR has been proven help to create stronger and longer lasting relationships between a socially responsible organization and its customers (Hall, 2006).

Be Prepared for the Good & the Bad

Proud Partners

Proud Partners

Think Big Picture

• These changes mean opportunity for not for profit organizations.

• It means there is a potential for long-term relationships with our business partners. It means a new kind of relationship with our business partners.

• There exists the opportunity to change the way we position our organization – CSR helps create a mutually beneficial relationship betweenbusiness partners and non-profit organizations.