New Cone Alliance Measures Impact of Cause, CSR Programs
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New Cone Alliance Measures Impact of Cause, CSR Programs

Omnicom-owned public relations firm Cone is partnering with consulting firm True Impact to launch the Social/Business Return Indicator, a new service that measures the business and social outcomes of cause initiatives.

Paul Holmes

BOSTON—Omnicom-owned public relations firm Cone is partnering with consulting firm True Impact to launch the Social/Business Return Indicator, a new service that measures the business and social outcomes of cause initiatives.

The Social/Business Return Indicator, available now to current and new clients, uses a new Web-based ROI modelling software program and consulting expertise to lead clients through the process and deliverables, identifying stakeholders and assessing related impacts, including key brand drivers, sales, productivity, recruiting, retention, risk mitigation and benefits to society; determining bottom-line outcomes, including revenues and cost savings or social objectives; calculating bottom-line results using ratings and/or quantitative calculations; and providing measurement and strategic program recommendations to enhance business and social objectives

As corporate philanthropy and cause-related investments accelerate beyond the $12.72 billion mark, Cone’s vice president of knowledge leadership and insights Alison DaSilva says executives face increasing pressure to validate their social and business returns. “The days of giving because it is a ‘nice to do’ are over,” she says. “Aligning with a cause has become a powerful business strategy for strengthening brands and building relationships with key stakeholders, while creating meaningful social benefit.  In today’s bottom-line environment, expectations for delivering results are high, yet executives are unsure of how or what to measure.”

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