Who, what, how much? Donation activities of German and American B2B companies10 December 2013
Corporate Social Responsibility is today no longer an unfamiliar term to B2B companies. However, as far as direction and successful implementation of social commitment are concerned, there is a lack of orientation in many places. We have asked German and American B2B companies how they handle their donation and funding activities.
At the focus of our analysis were target groups, activities, and the financial dimensions of donation and funding activities of leading companies from the technical-industrial field.All interviewed companies donate for various purposes and to different target groups. Overall, it was hard to determine any main focus. The vast scope of donation purposes frequently lists topics from the fields of social engagement, education and science, youth development, culture, health and the environment. Many activities are strongly related to regional commitment.In many cases, making donations is handled by the companies’ own foundations. The effectiveness of the measures is frequently secondary: Many companies make charitable commitments; however, the efficiency and effectiveness of the measures are rarely recorded and monitored. In the USA, part of the donation sum is oftentimes given to the charitable organization United Way of America, which bundles and assigns the donations to ensure greater effectiveness. United Way of America focuses on domestic American projects at a municipal level.A significant difference is seen on comparing donation volumes of German and American companies: Proportionately, nearly twice as much is donated in the USA as in Germany. Decisions on purpose and target group as well as on volumes of donations and funding are mostly made at the company board level. Especially for the donation volume, only few companies have strict guidelines for the financial framework; in fact, this will generally depend on current business developments.Donations and funding are an essential part of corporate social responsibility activities for B2B companies, last but not least also when it comes to promoting a company’s regional image. Clear funding guidelines help to make such commitments transparent, both internally and externally. Whoever wishes to pursue a sustainable concept should examine the results of the activities undertaken.
Your contact person
Dr. Helmut Weldle
Director Methods and Communication
Dr. Helmut Weldle at Research & Results 2018 fair in Munich
Meeting experts and decision-makers from market research, marketing and sales to find out about new trends, methods and tools.
Product Brands in B2B
Beloved and defended within the company – rarely perceived as brands by customersJust like B2C marketing, B2B companies rely on the power of brands. After years of obscure marketing strategies and uncontrolled spreading of brands, many organizations are now actively working on their brand architectures. This in turn also raises the question of the significance of product brands in B2B markets. Schlegel und Partner conducted a number of studies and discovered that product brands are hardly as effective as their producers expect.
With the next Five-Year-Plan into China’s next ‘new normal’
China’s current economic approach has had its day. Slowed growth, environmental and socio-economic problems, stock market crashes and an increasingly demanding Chinese population require a new approach which is expected to be reflected in the up-coming 13th Five-Year-Plan. The Plan will set the course for China’s next “new normal” as a high-income sustainable economy with a moderately prosperous society.
Catch my online attention… if you can!
Think globally, act locally! Several studies by Schlegel und Partner have shown that for global B2B companies direct personal contact is still the most important channel of communication with customers, employees and applicants, with the media and the public. In this direct B2B communication, intercultural competence is gaining importance.
But what about the corporate online activities of globally present B2B companies? Is it worthwhile for B2B companies to run a corporate website and corporate social media activities in the United States in another way and with other content than in Germany, India or China? What role do different target groups play in this context?
Megatrend demographics – Identifying key areas of action
Amongst current megatrends, demographic change with its unprecedented implications for work and corporate organization now takes first place. And for good reason: according to current projections, up to a quarter of the present workforce will no longer be available in 2032 at the latest. Not only large corporations, but also small and medium enterprises have now realized that new strategies are required in order to deal with increased competition for young skilled workers and the workforce required to secure the firm’s long term future.