Tim mason to lead a business - led programme to increase charitable giving

Business in the Community announced yesterday at its AGM that Tim Mason, Director of Tesco plc, will be taking forward a new initiative to increase the extent of corporate giving to charities and causes.

The business-led programme encourages the formation of ’Cause Marketing Partnerships’ which include a variety of ways that companies can lever resources into charity partnerships and good causes. It will draw on best practice examples from leading UK companies, including Cause Related Marketing programmes, Charity of the Year partnerships, Payroll Giving and Employee Volunteering.

The programme builds on the successful work of Business in the Community’s Cause Related Marketing Campaign, which specialises in raising awareness and understanding of the Key Principals and Processes that companies should follow when entering into mutually beneficial commercial partnership with a charity or good cause. The aim is to extend the same approach now to other aspects of corporate giving.

Julia Cleverdon, Chief Executive of Business in the Community said: We are delighted that Tim Mason has agreed to lead the next stage of this work. Tim is not only one of the most successful Marketing Directors in the UK, showing how a commitment to good causes can play a key part in a successful, profitable business, but he is also passionately committed to this agenda.

In addition to developing a business-led approach, we look forward to continuing to work constructively with the Government’s Corporate Challenge, and working in partnership to achieve our shared objectives.

Tim Mason, Director of Tesco and Chair of the Cause Marketing Partnerships Campaign, said: We have made a lot of progress showing how the power of brands can be put to good use through Cause Related Marketing. An even greater impact is achieved when companies think strategically and integrate the different methods of corporate giving.

We aim to build a powerful movement of businesses committed to making a difference. This programme will generate awareness and understanding of the benefits for businesses whilst enhancing people’s lives in the community.