Well Rounded View
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Charity - Still a Magic Word?
by Margaret Morton, Head of Fundraising, Barnardo’s Scotland
Christmas is a time for giving, and for receiving, not just presents but love and warm wishes. It is a time for family and friends, for indulgence, joy, laughter, roaring fires and lots and lots of festive food and drinks! But most of all, it is a time for children.
However, for many children and young people, even in the UK, it is just another day…
A day when they find themselves suffering from issues such as abuse, homelessness or poverty. Or a day when they have to care for an ill or disabled parent. Another day to survive. For these children and young people, Christmas highlights the loneliness and hardship of their lives and the stress and strain of coping and caring for themselves, or for someone whom they love, when they should in fact be enjoying their childhood.
For those of us lucky enough to look forward to Christmas, it is an opportunity for us to think of others who are less fortunate, to remember, and to believe in, children.
Every year, Barnardo’s Scotland supports over 10,000 children and young people across Scotland through over 60 community based services. The nature of these services is extremely diverse and includes fostering and adoption services, counselling services for children who have suffered abuse or family bereavement, disability support services, young care leavers’ services and vocational training. Although the nature of these services is diverse, there is a common thread running through them – a belief in children.
At a charity conference in Scotland earlier this year, Lord Phillips, a Liberal Democrat peer and charity lawyer, remarked that “charity was still a magic word with a positive resonance”. I agree and at no time is this more evident than at Christmas.
Notwithstanding the current economic climate, which is challenging for businesses, communities and individuals alike, I never cease to be amazed at the level of generosity – whether financial, of time or of spirit – which we experience, particularly at Christmas.
For businesses, corporate social responsibility (“CSR”) is not a discretionary activity which can be ceased without consequence in the face of a challenging economic climate; it is inextricably linked to reputation and wider success. Clients, consumers and shareholders do not switch off their scrutiny of a business, which will remain as robust as ever. Ethical behaviour and a business’s role in society will continue to influence buying decisions and will remain an important factor in terms of staff recruitment, motivation and retention.
Indeed, according to the 2008 International Survey of Corporate Responsibility Reporting by KPMG, disclosure on corporate economic, environmental and social performance has become the norm within the world’s largest companies. Three years ago only 50 per cent of companies surveyed included CSR in their reporting, but now 80 per cent do so.
It is my view that mutually beneficial relationships between charities and businesses which deliver on legitimate business needs, including CSR objectives, are the key to sustainability. Charities who recognise this and rise to meet this challenge will continue to benefit from corporate support notwithstanding the current economic climate.
Whilst this Christmas no one is immune from the impact of the credit crunch and many people are under pressure, Barnardo’s Scotland needs your support now more than ever to continue our vital work with vulnerable children and young people across Scotland.
I wish you a magical Christmas and urge you to consider making it magical for others!
Margaret Morton
Head of Fundraising, Barnardo’s Scotland
December 2008
View Margaret Morton’s biography
View Barnardo’s Scotland website
View our Charity Law Service
View our Corporate Social Responsibility
Barnardo's Scotland is Tods Murray's Charity of the Year 2008