LA RESPONSABILIDAD SOCIAL EMPRESARIAL DIRIGIDA
¿Cómo puede la RSE ser un elemento de valor añadido para su organización? ¿Qué ongs pueden ayudarme a dirigir del modo más apropiado mi RSE? ¿De qué modo puedo acceder a las organizaciones empresariales y establecer una alianza? ¿En qué tipo de organizaciones puede encajar mejor mi porfolio de proyectos? ¿ Puede mi cliente final contribuir a la RSE de mi organización? Mi cliente es parte de mi proyecto empresarial, ¿puedo integrar la RSE en mi proyecto empresarial?
Tradicionalmente, la Responsabilidad Social Corporativa o Empresarial tiene poca relación con la actividad de la Empresa o los clientes de las empresas que la donan (en el mejor de los casos sólo alguna relación con el contexto empresarial, por el tipo de ONG escogida).
Desde la perspectiva de las ONG, a menudo es difícil poder acceder a posibles fuentes de RSE y aumentar sus posibilidades de tener éxito con el porfolio de proyectos.
La Responsabilidad Social Empresarial Dirigida es un nuevo modo de generar y gestionar la RSC, estableciendo un modelo diferente de relación entre todos los implicados, relacionando por un lado la actividad empresarial, sus clientes y los proyectos y ONG por el otro.
Este enfoque permite buscar formas de colaboración novedosas, adecuar tipos de proyecto o beneficiarios a la realidad empresarial (negocio/cliente), y por otro lado para las ONG además de aportar fondos a proyectos también pueden encontrar otros modos de recibir colaboraciones (personas, tecnología…)
Ventajas para las ONG
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Acceder a un “mercado” diferente, del que tenía acceso: los clientes finales de la Empresa.
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Incorporar los proyectos a la comunicación de la empresa (comunicación externa compartida).
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Mayor énfasis y eco a los resultados de los proyectos y por tanto a la imagen corporativa de la ONG.
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Crear un nuevo tejido de solidaridad, con futuros donantes a otros proyectos con mayor posibilidad de fidelizarlos.
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Indirectamente introducir la solidaridad como un elemento “normal” en las Empresas, hacer más visible su peso social y como pueden ayudar con su actividad.
Ventajas para las Organizaciones Empresariales
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Hacer más comprensible para todos (accionistas, trabajadores y clientes) la existencia de partidas de Responsabilidad Empresarial o Social.
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Compartir su voluntad de retorno social, con sus trabajadores y clientes
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Hacer que la RSC sea una partida con un fin no una mera donación, que aporta información sobre los resultados concretos de los proyectos.
Es posible generar un nuevo marco de relación útil y beneficiosa para todos los implicados: Clientes, Empresas, ONG, Proyectos y Beneficiarios, pero para ello es necesario desarrollar un nuevo enfoque en esta relación: ambos comparten un plan, no sólo una donación puntual.
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