Doing Well By Doing Good with Corporate Volunteering Programs

Abstract

With rising pressure on firms to demonstrate social responsibility, and an increasing need to justify corporate expenditure, social marketing is one way firms can achieve more with less. Corporate volunteering programs (CVPs) are prime examples of social marketing initiatives that can be leveraged in such a way that firms can acquire a market advantage with minimal expenditure. CVPs develop the human capital of the organisation, whilst also communicating a proactive CSR image to stakeholders, providing plenty of bang for the firms’ buck. A conceptual framework is presented illustrating these benefits and demonstrating the influence of backstage CSR efforts, such as CVPs on consumer perceptions of front-stage performance.