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Stepping Up And Stepping Out For Charities

22 March 2017

eurocell charitiesThis year sees a new, powerfully positive initiative for Eurocell.

The business, as a whole, has adopted two charities – one national and one local – for which to ‘officially’ raise funds. Not only are we looking forward to harnessing the altruism and energy of all our people in this fund-raising; but the Eurocell board has also committed to match employees own fund-raising efforts pound-for-pound.

The two charities we well be formally supporting are:

Starlight Children’s Foundation

Starlight brightens the lives of seriously and terminally ill children by ‘wish granting’ and also by providing fun, entertainment and distraction for children in every children’s hospital ward and hospice throughout the United Kingdom.

All Starlight’s activities are aimed at taking children away from the pain, fear and isolation they can often experience as a result of their illnesses. Starlight’s year-round programme helps over 500,000 hospitalised children every year.

Starlight Ambassadors range from Bill Nighy, Keira Knightly, Matt Smith and Rob Brydon to Rupert Grint, Kate Moss, Lindsey Russell and Radzi Chinyanganya.

Derbyshire, Leicestershire & Rutland Air Ambulance.

DLRAA is obviously our own local airborne paramedic service. Its two regional air ambulances fly across the counties of Derbyshire, Leicestershire & Rutland; and also provide cover for Warwickshire and Northamptonshire. These two helicopters provide a rapid response to trauma and medical emergencies over an area of 3850 square miles covering many of the UK’s major road networks including the M1, M6, M69 and M42. With an average response of just 13 minutes, between them they attend, on average, six missions a day.

Of course, there will be the cynics who say that charity support is a trite and overworn feature of Corporate Social Responsibility (CSR); and that our motives in adopting these two hugely worthwhile causes are ulterior. So OK: we’re not blind to some of the commercial benefits of CSR – we know that the majority of the public believe companies should support charities and, naturally, there may be some good PR to come out of it.

But it runs much, much deeper than that; and here are more, better reasons for this kind of initiative than the above.

First, think of the charities themselves. We are in uncertain times and the economy, while seemingly still fairly robust and growing, cannot be taken for granted. In days like these, charities cannot rely on the largesse of the public in their usual way – and every penny will be most welcome. And if there is PR to be had, it will also be theirs – raising awareness of these organisations more widely, which in turn might be hoped to have a positive funding effect.

Second, the ‘selfish’ benefits are more humane than that.

We will see team building as an organic by-product of this activity. As employees gel together to participate in fund-raising, we would hope to see engagement and cross-fertilisation across divisions, departments and disciplines.

When people from different parts of the business, who wouldn’t ordinarily mix; get to work side-by-side or just meet – at a cake bake, fun run or football match – you get a better sense of co-operation, camaraderie and shared purpose between them. In our case, not only do we have several disparate manufacturing and administrative sites, we also have 160+ branches stretching from Penzance to Wick, populated by staff who can potentially feel left out of the ‘swim’ of the main organisation. Whether it’s inter-branch competitions or a length-of-Britain branch-to-branch cycle ride, the opportunities for employees to meet and bond with those outside their realm or area are almost boundless.

This in turn might be thought to positively influence both staff relations and retention. As interactions across the business increase, there will be less ‘them and us’, less ‘that lot’ and seemingly narrow hopes or concerns can be realised as universal ones. And that, and the sheer doing good of it all, will encourage our associates to better perceive Eurocell as a good place to work and so stay for longer.

Finally, it will help us in defining our corporate identity and brand values. As management guru Peter Drucker is often heard to say, and we are paraphrasing here: business nowadays is less about doing things right, and more about doing the right things. Without values, and an ethical dimension, companies risk being perceived as untrustworthy, homogenous with their competition or even ‘damaged goods’. Without a core of integrity in everything you do, you ultimately fail.

If you’d like more details about Starlight or the Derbyshire, Leicestershire & Rutland Air Ambulance, or are even considering donating, then please follow either of these links:

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