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CORPORATE CITIZENSHIP: GIVING BACK IS GOOD BUSINESS

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CORPORATE CITIZENSHIP: GIVING BACK IS GOOD BUSINESS
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Sunanda K. Chavan
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CORPORATE CITIZENSHIP: GIVING BACK IS GOOD BUSINESS - October 15th, 2010

The executives of McDonald’s understand it well that giving back to society is not just a one-way street (benefiting the recipients of corporate volunteerism).

It is also a critical element of a company’s brand and reputation. Giving back to the community brings benefits that far exceed any costs—whether it’s in terms of strengthening the brand name or generating positive political capital that translates into more official support for company’s expansion strategy.

Thus, as a part of its corporate citizenship strategy, McDonald’s has been involved in many community-related projects in India. Most of its projects are, however, directed toward children. One of its most popular community programs in Mumbai is called McDonald’s Spotlight, which is an annual interschool performing arts competition. This competition is open to all secondary schools (standards 5th to 10th).

The popularity of McDonald’s Spotlight is evident from the number of schools participating in it. From 28 schools in 1998, the figures have increased to 120 schools in 2003. Since 2002, McDonald’s has been participating in World Children’s Day on November 20 that coincides with United Nations’ Universal Children’s Day. On this day, McDonald’s restaurants all over the world come together to raise funds for a charity of their choice.

Since India has already been celebrating Children’s Day on November 14 (that coincides with the birthday of India’s first Prime Minister, Jawaharlal Nehru), McDonald’s thought it appropriate to link these two days in India to create what is known as World Children’s Week

. Thus, instead of World Children’s Day, McDonald’s celebrates World Children’s Week from November 14-20 in all its restaurants in India, during which funds are raised to finance various educational programs for children.

One such popular initiative by McDonald’s in Mumbai is known as the Blue Dot initiative that supports educational programs for the girl-child. In the Indian society, where the girl-child is always less favored than a boy, such an initiative by McDonald’s has generated a lot of goodwill among Mumbai’s politicians and community organizations that are working toward improving the status of the girl child
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Re: CORPORATE CITIZENSHIP: GIVING BACK IS GOOD BUSINESS
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Jitendra Mazee
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Re: CORPORATE CITIZENSHIP: GIVING BACK IS GOOD BUSINESS - November 27th, 2017

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Originally Posted by sunandaC View Post
The executives of McDonald’s understand it well that giving back to society is not just a one-way street (benefiting the recipients of corporate volunteerism).

It is also a critical element of a company’s brand and reputation. Giving back to the community brings benefits that far exceed any costs—whether it’s in terms of strengthening the brand name or generating positive political capital that translates into more official support for company’s expansion strategy.

Thus, as a part of its corporate citizenship strategy, McDonald’s has been involved in many community-related projects in India. Most of its projects are, however, directed toward children. One of its most popular community programs in Mumbai is called McDonald’s Spotlight, which is an annual interschool performing arts competition. This competition is open to all secondary schools (standards 5th to 10th).

The popularity of McDonald’s Spotlight is evident from the number of schools participating in it. From 28 schools in 1998, the figures have increased to 120 schools in 2003. Since 2002, McDonald’s has been participating in World Children’s Day on November 20 that coincides with United Nations’ Universal Children’s Day. On this day, McDonald’s restaurants all over the world come together to raise funds for a charity of their choice.

Since India has already been celebrating Children’s Day on November 14 (that coincides with the birthday of India’s first Prime Minister, Jawaharlal Nehru), McDonald’s thought it appropriate to link these two days in India to create what is known as World Children’s Week

. Thus, instead of World Children’s Day, McDonald’s celebrates World Children’s Week from November 14-20 in all its restaurants in India, during which funds are raised to finance various educational programs for children.

One such popular initiative by McDonald’s in Mumbai is known as the Blue Dot initiative that supports educational programs for the girl-child. In the Indian society, where the girl-child is always less favored than a boy, such an initiative by McDonald’s has generated a lot of goodwill among Mumbai’s politicians and community organizations that are working toward improving the status of the girl child
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