Innovation and Imagination
One of the side-benefits of CSR is fostering innovation and imagination in the corporate sector. Ingenious and even quirky ideas are appearing across the globe, as people think laterally to find relevant, beneficial synergies between businesses and their stakeholders.
Flowers of peace
Flowers and battlefields already have a history together: poppy
badges are used to raise money for war veterans in many
countries. But an innovative twist on the idea is a new partnership
between Organic Bouquet, billed as the world's first organic online
florist, and the Adopt-A-Minefield campaign.
Adopt-A-Minefield will promote Organic Bouquet flowers on its
website - www.landmines.org - and to its membership through
online ads, newsletters and e-mail. Organic Bouquet will then
donate 15 percent of its sales made through these channels to the
charity. The two will also work together to create various
Organic Bouquet also has a "charitable bouquets" page, where
proceeds from the sale of each flower goes to different charities,
such as the WWF, Project Hope and the American Humane
Foundation. During the 2004 holiday season, Organic Bouquet
introduced a "Peace Wreath", a peace sign made from wild-crafted
Long Needle Pine. It plans to repeat the wreath this winter,
donating a portion of sales to Adopt-A-Minefield.
Organic Bouquet and Adopt-A-Minefield are both committed to
enabling land to be put to productive, sustainable use: and this is
the key to successful CSR partnerships. Using common links and
synergies, a CSR initiative is firstly made easier, as the interest
and skill-sets are already in place, and secondly it will added,
relevant benefits to both parties.