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Tim Mason to Lead a Business-led Programme to Increase Charitable Giving

Tim Mason to Lead a Business-led Programme to Increase Charitable Giving

Published 12-03-04

Submitted by Business in the Community

LONDON - Business in the Community announced at its AGM on 1 December that Tim Mason, Director of Tesco plc, will be taking forward a new initiative to increase the extent of corporate giving to charities and causes.

The business-led programme encourages the formation of 'Cause Marketing Partnerships' which include a variety of ways that companies can lever resources into charity partnerships and good causes. It will draw on best practice examples from leading UK companies, including Cause Related Marketing programmes, Charity of the Year partnerships, Payroll Giving and Employee Volunteering.

The programme builds on the successful work of Business in the Community's Cause Related Marketing Campaign, which specialises in raising awareness and understanding of the Key Principals and Processes that companies should follow when entering into mutually beneficial commercial partnership with a charity or good cause. The aim is to extend the same approach now to other aspects of corporate giving.

Julia Cleverdon, Chief Executive of Business in the Community said: "We are delighted that Tim Mason has agreed to lead the next stage of this work. Tim is not only one of the most successful Marketing Directors in the UK, showing how a commitment to good causes can play a key part in a successful, profitable business, but he is also passionately committed to this agenda."

"In addition to developing a business-led approach, we look forward to continuing to work constructively with the Government's Corporate Challenge, and working in partnership to achieve our shared objectives".

Tim Mason, Director of Tesco and Chair of the Cause Marketing Partnerships Campaign, said: "We have made a lot of progress showing how the power of brands can be put to good use through Cause Related Marketing. An even greater impact is achieved when companies think strategically and integrate the different methods of corporate giving."

"We aim to build a powerful movement of businesses committed to making a difference. This programme will generate awareness and understanding of the benefits for businesses whilst enhancing people's lives in the community."

ENDS
Ref: 16/04

For more information or to interview Mallen Baker, Development Director at Business in the Community, please contact Sarah Hebburn on 020 7566 8796 or on sarah.hebburn@bitc.org.uk

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Notes for Editors

1. Business in the Community

  • Business in the Community is a unique movement in of 750+ member companies, with a further 2000+ engaged through out programmes and campaigns. We operate through a local network of 1000 + business led partnerships and 60 + global partners.
  • Our purpose is to inspire, challenge, engage and support business in continually improving its positive impact on society.
  • Membership of Business in the Community is a commitment to action and to the continual improvement of a company's impact on society.
  • Our members commit to:
    - Integrate, manage and measure responsible business practice throughout their business
    - Impact through collaborative action to tackle disadvantage
    - Inspire, innovate and lead by sharing learning and experience

    Further information about Business in the Community can be found at the website www.bitc.org.uk.

    2. The Cause Marketing Partnerships (CMP) Campaign at Business in the Community is committed to maximising the value that businesses provide to the community through leveraging the power of their brands. Over the last ten years through the Cause Related Marketing Campaign, Business in the Community has provided the principles of good practice, the business case and the case studies of how this can be done through Cause Related Marketing. Cause Related Marketing is an established and successful way for businesses to strategically provide funds and resources for charities and good causes. The Cause Related Marketing Campaign has expanded its focus to include all the ways in which businesses can lever resources into charity partnerships and good causes. As such, the recently renamed Cause Marketing Partnerships Campaign will be focusing on Cause Related Marketing, Charity of the Year, Employee Volunteering, Payroll Giving.

    Chaired by Tim Mason, Director, TESCO plc, the Campaign is also supported by Avon, Barclays plc, Bettys & Taylors of Harrogate, Cadbury Trebor Bassett Ltd, Cadbury Schweppes plc, Centrica, Dollond & Aitchison, Ford Motor Company Ltd, GWR Group plc, Lever Faberge Ltd, Research International (UK) Ltd, Glaxo SmithKline plc, TESCO plc, Walkers Snacks and The Marketing Society. The Campaign aims to generate awareness and understanding of business and community partnerships, whilst inspiring a higher quality and greater number of programmes. This will be achieved by demonstrating the power that brands can have in partnership with charities and good causes in making a positive impact on key social issues in society, and through the sharing of best practice.

    3. Cause Related Marketing is defined by Business in the Community as "a commercial activity by which businesses and charities or causes form a partnership with each other to market an image, product or service for mutual benefit". It is an additional tool for addressing the social issues of the day through providing resources and funding whilst at the same time addressing business marketing objectives.

    4. The Business in the Community Cause Related Marketing Guidelines were first launched in 1998. The Guidelines aim to help ensure the quality and integrity of partnerships between businesses and charities or causes and focus on The Key Principles that must underlie any CRM partnership or programme and The Key Elements in the process that should be followed. These Guidelines provide guidance and support for organisations striving towards excellence in Cause Related Marketing.

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