The Lbg Annual Review 2014
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MAXIMUM IMPACT: THE LBG ANNUAL REVIEW 2014 1 What is LBG? LBG is the global standard for measuring Corporate Community Investment (CCI). The LBG framework ensures a consistent approach to the measurement and benchmarking of CCI. The network of companies using LBG provides a platform to share experience, best practice and new ideas. The LBG framework Inputs: What’s contributed Outputs: What happens Impacts: What changes The resources a company provides The activities delivered, numbers reached, The changes that happen to individuals, to support a community activity. funds raised and business-related activity organisations and the company, in resulting from the contributions made. the short or longer-term, as a result of the activity. How: Community outputs: Community impacts: Cash, time, in-kind, management cost Numbers helped, activities held etc. Change in beneficiaries, organisations and/or society Why: Leverage: Charitable gift, community investment, Additional funds raised Business impacts: commercial initiative in the community Change in business performance Business outputs: What: Media coverage, awareness Issue addressed (education, health etc.) among customers, employees etc. Where: Location of activity Delivering impact The following examples show how companies use the LBG framework to deliver maximum impact. Linklaters — Learn for Work is the law firm’s global programme, raising the aspirations of young people in communities around its offices. Data on the UK programme shows: What’s contributed ? What changes? What happens? £300,000 cash annually 6,380 young people across Of the young people benefiting: and £75,000 of time from 20 schools have benefited 80% reported a positive change in behaviour or attitude more than 100 employees from activities including 65% reported improved skills and personal effectiveness literacy festivals, debate 78% of teachers reported a positive influence on teaching practice training and mentoring Of the volunteers: 287 teachers received 100% developed their communication skills training and support 90% increased their pride in the firm 80% increased their commitment to Linklaters Dentsu Aegis Network – GlobalGivingTIME is the communications firm’s global volunteering project running across 61 countries. What’s contributed ? What changes? What happens? £87,000 in cash support 217 charity organisations Of the supported charities: and running costs received volunteer support 26% improved their communication capacity to help address a range of 24% increased their profile 573 employee volunteers issues including education, 15% were able to spend more time with beneficiaries contributed £15,000 social welfare and the of time Of the employees involved: environment 56% improved their job-related skills 83% increased their personal impact 89% made a positive change in behaviour or attitude 2 MAXIMUM IMPACT: THE LBG ANNUAL REVIEW 2014 Welcome Twenty years ago, six pioneer Investment**, LBG has done more each member in control of their companies identified the need for than ever to demonstrate itself as data throughout its lifecycle a consistent and robust framework the global leading standard, helping from individual project to enable companies to measure companies to measure and report contribution and impact and benchmark their community their community contributions data to company-wide results. contributions. Over 200 companies and the impact they are making The LBG framework are now part of LBG’s worldwide in a concise and transparent way • Provide cross-company network. We should all be proud, as supported by robust principles. benchmarking analysis at members of LBG, of the collective the tips of member’s fingers. Inputs: What’s contributed Outputs: What happens Impacts: What changes contribution we have made in As a member-led network, LBG developing this framework to be the is founded on, and develops So our 20th year has probably been The resources a company provides The activities delivered, numbers reached, The changes that happen to individuals, leading global standard it is today. through, the practical experience our busiest yet and 2015 promises to support a community activity. funds raised and business-related activity organisations and the company, in of community investment to be our most exciting. As these resulting from the contributions made. the short or longer-term, as a result At a time when it has been reported professionals around the world. developments are rolled out, of the activity. that corporate giving is declining* LBG will be better placed than ever it’s great to see that LBG member This year we have used this to meet the needs of current and How: Community outputs: Community impacts: companies are sustaining their experience to: future company members, wherever Cash, time, in-kind, management cost Numbers helped, activities held etc. Change in beneficiaries, levels of giving and indeed they are in the world, that want to organisations and/or society reporting a 4% increase in the • Refresh the LBG impact make the maximum impact through Why: Leverage: number of employees engaged framework to enable a deeper the contributions they make. Charitable gift, community investment, Additional funds raised Business impacts: in volunteering in business time. assessment and understanding commercial initiative in the community Change in business performance Business outputs: It’s also encouraging to see that of the degree of change What: Media coverage, awareness the continuing trend towards programmes are achieving. Pam Webb Issue addressed (education, health etc.) among customers, employees etc. more strategic long term Chair of the LBG Steering Group community investment is also Produce integrated guidance Where: Location of activity • 4% up on last year. to better support the practical application of the LBG model. Also, when there have been calls * Directory of Social Change, for more consistency in the way • Develop a leading edge, on-line Company Giving Almanac 2013 that companies measure and data collection, analysis and ** Corporate Giving by the FTSE100, report their Corporate Community benchmarking tool that puts Charities Aid Foundation, 2014 How companies use LBG Rolls-Royce annual report, our sustainability First Group progress through benchmarking; report, Better Future, and our comparing companies against each “We are serious about delivering completion of indices such as DJSI. “Through our targeted support for other and using this knowledge to shared value to both the We also use the data collected long term charitable partnerships, share expertise and best practice. communities in which we operate to report back into the business and by mobilising our 117,000 and our business (including our about activity in a particular employees, we’re using our global Ultimately, LBG provides a customers & supply chain). LBG business unit or geography. scale and expertise to deliver consistent framework for asks the questions and provides shared value for our business collection and measurement that the answers to help us determine As we continue our journey in and for our local communities. allows us to direct our support if we do deliver. measuring the impact on the to the most impactful areas.” communities we reach, and on Our charitable programmes LBG provides a framework against our existing and future employees, focus on those areas where which we can critically assess LBG will help us to review the we believe we can deploy our Katie Smart, what we are doing around the questions we are asking and scale and expertise to achieve CR and Community Manager world, its impact and strategic validate the data our process the greatest impact. LBG helps relevance to our business and how produces. It also enables us to us to understand the business it compares to others within our share best practice with, and and community benefits of our sector and outside. It ensures that learn from, other companies partnerships which in turn informs we are able to state, with some who have tackled, or are tackling, our strategy for the future. confidence, how we are performing these challenges.” against key targets, such as Our programmes all link back to reaching 6 million people through our vision – to provide solutions STEM education initiatives. Paul Broadhead, for an increasingly congested Head of Community Investment world, keeping people moving The data collected through and Education Outreach and communities prospering, so application of LBG supports our we also use LBG to assess our MAXIMUM IMPACT: THE LBG ANNUAL REVIEW 2014 3 LBG’s vital statistics 2014: Contributions LBG’s vital statistics 2014: Achievements Total contributions Why members contribute How members contribute Sources of additional funding (leverage) % A company’s community investment includes Other organisations e.g. government 111 companies participated in LBG’s Motivation matters. A company’s CCI is % annual benchmarking exercise making driven by different factors. Contributions different types of contributions. The LBG Members continue to be a catalyst for driving Customers a total contribution of £1.6 billion, can be reactive one-off payments, proactive framework outlines four different types of funding from other sources, and so boosting equivalent to an average contribution and strategic community investments or contribution that companies can make: cash the contribution from their own resources. contributions, employee time, any donations Employees through payroll of £352 for each employee. business-related