As the child prodigy of communications that made headway in tying PR to sales, measurement is now invading a smaller subset of the profession - that is, CSR - and giving practitioners whole new reasons to commit to socially responsible strategies: They can be measured, for one, and the jury has concluded that they actually are successful. In this case, the jury has manifested itself in the form of the Center for Corporate Citizenship at Boston College and two of its members from LBG Associates, Linda Gornitsky, president and founder, and Jared Skok, VP. In 2005, Skok authored Measuring Corporate Volunteerism, a study that provides companies with knowledge on measuring their volunteer programs' success and identifying the value of corporate volunteerism. From that study, Gornitsky extrapolated a model she believes can predict this success with a high degree of accuracy. The key, she says, is not assuming "success" is one-dimensional.
The Marriage of Measurement and CSR Breeds Healthy Corporate Volunteers
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