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Managers of contributions and community relations programs face pressures to prove how they add value, and this pressure has caused some to explore new performance measurements. The most sophisticated efforts combine evaluation and benchmarking to develop integrated programs that promote the company’s image and business goals. One company profiled in this report tries to show in dollars how its community outreach efforts have benefited the business. Another has linked its community affairs strategy with human resources to promote diversity. It is difficult to say, however, whether such measurement will become standard practice for corporate community involvement professionals.
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