What does a shampoo commercial have to do with CSR?

In less than a week I’ll be headed to Boston College Center for Corporate Citizenship’s (BCCCC) annual conference, where Intel will be the lead sponsor. One recent post on the BCCCC blog offers up a sneak preview into conference sessions, a sort of top ten list for CSR geeks, like me (and maybe you, if you’re reading this?)

This list highlights a number of topics that I’m currently struggling with in my day to day job- so I’m looking forward to escaping from my grey cubicle for a little while and meeting up with my counterparts at other companies to dig in and work my way through the sessions. So which one is my top pick from the top ten list?

Well, I was going to pick #2, because that sounds like the most fun, but I think I’ll go with a tie for #3 and #4. I continue to look for ways to better measure and understand the impact of CSR initiatives – impact to the bottom line, impact to reputation, impact of programs to help the community and improve education. There’s a ton of work going on out there these days (and internally here at Intel but I personally don’t think we’ve fully cracked that nut yet) and I’m looking forward to some new research that will be released at the conference on this topic. What’s your own top pick from this list?

The other thing we’re planning to do at the conference is to invite all of the 400 or so conference attendees to join in the Intel Small Things Challenge, which my colleague Theresa mentioned in her post last week. We created the challenge to show how even very small individual investments can collectively make a big impact in improving education and economic development around the world. Intel will make a donation of 25 cents for each click on the site.

But wait. 400 conference attendees x $0.25 = $100. Doesn’t seem like much at all. But do you remember that annoying television commercial from the 70s? Think it was for shampoo or something – “and she’ll tell two friends, and so on, and so on, and so on…”

– If each of those 400 people told two friends, and they told two friends, and they told two friends, and they told two friends – you’re up to around $8,000.

– Make that a multiplier of 3 friends in the chain – you’re up to around $25,000

– A multiplier of 5 friends gets us up to donations of over $100,000.

And that’s not even counting the potential impact of the additional individual donations that everyone can make directly to kiva.org, Save the Children, and Technology for Education as part of the challenge.

So, consider yourself now part of the “virtual” conference attendee list and click now to start the ball rolling. www.smallthingschallenge.com

4 Responses to What does a shampoo commercial have to do with CSR?

  1. Susan Thomas says:

    Hi Suzanne-
    We’re so proud to have Intel as our lead sponsor. I’m particularly looking forward to hearing Intel’s Shelly Esque in our closing keynote session, “The Role of Business Collaboration in Transforming Education,” which will focus on an issue that is so important to Intel. This special keynote session will also mark the public launch of the Boston College Center for Corporate Citizenship’s Innovation Lab for Business Leadership in Education, which recently received a $2.4 million grant from the W.K. Kellogg Foundation. I’m looking forward to a great conversation.
    Can’t wait to see you at our conference!

  2. Michael says:

    OT – can please one Person give me a feedback why Intel supports a games contest with a contest in Counterstrike on a place with a Deadly School Shooting. Just two days after the funeral?
    This is absolute beyond the pale, and a shame for Intel.
    Kind regards,

  3. Suzanne says:

    Hi Michael,
    I very much appreciate your concern and I’m looking into this internally with my colleagues to see what happened and get you more information.

  4. Ana Rahona says:

    As a member of the Rewrite the Future team at Save the Children, I am so above and beyond thrilled with this relationship. It’s amazing how much an education can transform the lives of children, and their communities, that have been impacted by conflict. With school, kids have a chance at a future, versus a lifetime of continuing violence. I have personally seen it time and again. Intel thankfully recognizes this and with their help we have the opportunity to reach more children then ever before.
    Kudos to the whole Intel team!