Doing Good By Doing Good Why Creating Shared Value is the Key to Powering Business Growth and Innovation

Doing Good by Doing Good shows companies how to improve the bottom line by implementing an engaging, authentic, and business-enhancing program that helps staff and business thrive. International CSR consultant Peter Baines draws upon lessons learnt from the challenges faced in his career as a police officer, forensic investigator, and founder of Hands Across the Water to describe the Australian CSR landscape, and the factors that make up a program that benefits everyone involved. Case studies illustrate the real effect of CSR on both business and society, with clear guidance toward maximizing involvement, engaging all employees, and improving the bottom line. The case studies draw out the companies that are focusing on creating shared value in meeting the challenges of society whilst at the same time bringing strong economic returns.

Consumers are now expecting that big businesses with ever-increasing profits give back to the community from which those profits arise. At the same time, shareholders are demanding their share and are happy to see dividends soar. Getting this right is a balancing act, and Doing Good by Doing Good helps companies delineate a plan of action for getting it done. Readers will:

• Define an effective CSR strategy that promotes better business and makes a real impact
• Understand the current landscape to evaluate the CSR options that are right for your company
• Understand why corporate philanthropy is no longer enough
• Identify the hard and soft key performance indicators that help keep your program on track
• Gain an understanding of the concept of shared value and the importance to business
• Gain insight into each step of the CSR process, from interest, to information, to implementation

The concept of CSR is not new, but traditional "payroll deductions" and "volunteer days" are out-dated and grossly ineffective. Today, companies are building simple, well-constructed programs that are changing business and changing lives on a much grander scale. Doing Good by Doing Good provides a fool proof strategy for CSR planning, with value to the company, employees, and community at large.

Peter Baines OAM is an international keynote speaker on the topics of leadership, change management and corporate social responsibility. He offers insight into the lessons learnt from the challenges he faced as a police officer, forensic investigator and founder of the Thailand-based charity, Hands Across the Water.

Preface ix

Introduction: Clarity comes with action xiii

1 Is there a better way? 1

2 How to engage 23

3 Business benefits of engagement 49

4 Small business: the multiplier effect 71

5 Medium-sized business: aligning values and purpose 85

6 Large business: strategic investment 103

7 The Origin story 121

8 Charity taking the lead 137

9 Journey to shared value 151

10 Measuring and reporting 169

11 Value of shared experiences 191

12 Selecting a charity partner 213

Afterword: Looking forward — what’s on the horizon 231

Index 241

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