Provide an actual example to illustrate how International AIDS society engages in ethical
treatment of employees and show that the benefits outweigh the costs. Also explain that this is contributes to the triple bottom line for companies.

 

 Compare with another organization that had inhumane treatment of its employees and
suffered financially as a result (high labour turnover, lower employee productivity etc...)

 

Provide an example illustrating how  International AIDS society  used CSR to position itself
with environmental brand values by:
o Using green materials, waste reduction, recycling
o Including planet in its mission, core values or corporate governance.
 

Explain this can lead to reputational gains for a company. Provide an example to
illustrate that International AIDS society  experienced a favourable reputation as a result.

 

 Compare with another organization that caused environmental destruction and suffered
financially as a result (reputational damage, fall in share prices etc...)

 

Provide data to show that the millennial segment for International AIDS society  is willing to
pay more for its services, or willing to provide greater support (volunteered work etc...)
and other similar contributions.

Explain how this benefits the organization financially

 

Define what are ethics and how they related to marketing communications:
 

 Explain that social marketers also have an ethical responsibility to acknowledge
unintended consequences of marketing campaigns, such as encouraging the purchase of
bio-degradable cups: (1) encroachment of a person's right to make decisions about
products they choose to consume and (2) encroachment on a person's legal right to
purchase plastic products (3) bio-degradable straws are more expensive that plastic
straws and persuading customers to purchase bio-degradable straws may encroach on
the right to make economic/affordable choices

 

 Explain that CSR is positively correlated with financial benefits such as tax credits,
corporate funding, donations & higher share prices
 Provide an example to illustrate how International AIDS society enjoyed tax credits, or
donations or higher shares prices because of its CSR activities

Show that as a result, International AIDS society was able to attract higher levels of funding from
corporate sponsors, governments and other donors.

 

Milton Freidman and economists argue that there is no evidence to suggest that CSR
produces any financial benefits for an organization
The purpose of a business organization is profit maximization, NGOs also have a
financial objective of competing for donations
Executives are trained in business and do not have expertise in social marketing and CSR
Social and environmental welfare are the responsibilities of government.