Businesses

In April 1973, the Saturday Review published a special business supplement, “Can the Businessman Meet Our Social Needs?” In this series of essays, noted business authority Peter F. Drucker and then New York City deputy mayor Edward K. Hamilton debated the pros and cons of this question. Though “corporate social responsibility” was a relatively new concept at the time, the issue of balancing responsibility among businesses, the nonprofit sector and government remains fresh 40 years later. This Voices article looks at the history of business philanthropy in the late 20^th century, rediscovering examples of workplace volunteering that have faded from sight.

There’s a huge train leaving the station, and it’s loaded with resources that many say have the potential to fire a capacity building revolution in the nonprofit/government organization service “industry.” Let’s call it “The Pro Bono Express.” Pro bono is the latest buzzword whenever folks gather to talk about volunteerism and service in the United States. Highly skilled volunteers are not a new phenomenon, but the current twist means that for-profit corporations, especially, are seeking to offer the expertise of their employees in strategic ways that make a difference to the community.  

But what’s powering this train? What is it carrying? Can the promise be delivered? And why are some nonprofits and government organizations already on board and others concerned they’ll be left waving at the station? In this e-Volunteerism feature, author David Warshaw explores these questions and argues that finding a way to engage pro bono volunteers should be on every organization’s agenda.  

The nonprofit sector has long been the domain of organizations and individuals interested in philanthropic activities and charitable work.  However, this is changing, as Corporate America discovers that nonprofits and employee-volunteering programs can be legitimate and useful business tools to promote their brand value.

The latest trend for companies is to create corporate nonprofit foundations and employee-volunteer programs to demonstrate corporate social responsibility (CSR).  Although having noble missions, the real intention of these corporate nonprofit foundations and inspired employee-volunteer efforts is to enhance brand value, increase overall company profitability, grow customer loyalty, and reflect company values in tangible ways. 

Two for-profit corporations, Bank of America and Toyota, are both enhancing their brand name through their respective nonprofit foundations and employee-volunteer programs, each of which helps Bank of America and Toyota to build stronger relations with their communities and stakeholders.

In this article, Kevin Kalra, himself a 2004 Toyota “Community Scholar,” explores what “brand value” is and how CSR furthers it.

This edition of Research-to-Practice looks at three reports that examine corporate employee volunteering. Employee volunteering is an area of considerable growth and of great interest, but how can volunteer-involving organisations and volunteers managers make the most of relations with business? The three reports reviewed here are a survey of employee volunteering from national research in the UK, a study of corporate responsibility and volunteering in 7 countries, and a research project to evaluate the employee volunteering scheme of one bank in the UK.