Do good when doing well
Companies increasingly recognise that corporate giving can drive returns on reputation, relationship and revenue; yet their efforts can be unfocused and piecemeal. Companies should fundamentally first define their purpose, which serves to underpin their decisions on business strategy and giving.
Viewing through a "purpose lens" will steer the needed integration. Apart from monies, an organisation's most valuable assets are its time, people and network. When the spirit of giving is embedded into and leveraged through these assets, there is then a natural, sustainable nexus between doing business and giving.
This article was first published in The Business Times.
Read more at http://www.businesstimes.com.sg/views-from-the-top/company-of-good/do-good-when-doing-well