WHY should corporates adopt a purpose led approach to giving?

BUILDING A TANGIBLE BUSINESS CASE
Components of the business case
The first, and potentially most significant barrier
for corporates in adopting a purpose led approach
to giving is demonstrating a clear business case.
Fortunately, the business case for social purpose
has been strengthened of late by readily available
data on consumer behaviour and employee
motivations.
We have identified three clear and pervasive
trends that support a purpose led approach to
deliver more and better corporate giving.
This section explains each of these trends and
provides the tangible and intangible benefits that
will help you build your business case.
What makes for a compelling
business case?
Firstly, consumers expect businesses to behave
in a socially responsible way – their spending and
loyalty increasingly reflects this.
Secondly, employees now want more from their
careers – attracting and retaining top talent
depends on more than compensation. Corporates
must prioritise being an employer of choice.
Thirdly, corporates are expected to play a key role
in solving society’s most pressing problems – their
employees want to be involved in contributing to
the solutions.
Business case in practice - page 15
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