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is deeply embedded in the company regardless of financial outlook, so that profit is not sacri- ficed at the altar of social responsibility. The founder and esteemed “grandfather” of business and management analysis, Professor Peter Drucker, wrote more than 20 books on this subject, which remain seminal references. One of these, solely devoted to charities, laid bare how poorly many such organisations were managed in the 1950s and called for an infusion of private-sector rigour and management acu- ity. Commercial goals driven by social purpose emerged over subsequent decades as one solu- tion to the problems Drucker described. These are the steps needed to develop a so- cial-purpose strategy for your company: • ask, can my business have a social purpose from day one of operations? • identify the social imperatives your compa- ny could meaningfully influence • ensure your social purpose is consistent with your company and brand • align the social purpose with stakeholder, shareholder and customer needs • set goals for what you hope to achieve in the social space. At Aspen Medical, we engage our staff at a per- sonal level through our workplace giving pro- gram. Staff can donate up to $750 to a chosen charity from their pre-tax earnings each year and have donations matched. We take the same ap- proach to supporting staff fundraising initiatives, having matched our staff’s donation of $30,000 for a women’s refuge centre. We also offer staff two additional days’ leave each year so they can volunteer for a chosen charity. Our customers’ wellbeing is also central to our

business. For more than ten years, we have been the Department of Health provider of the Remote Area Health Corps (RAHC), which offers health professionals short-term placements in remote Indigenous communities. In addition, we have funded numerous health campaigns around tra- choma, crusted scabies and rhematic heart dis- ease. We also have well-developed Indigenous nursing, allied health and Bachelor of Medicine scholarship programs, all internally funded. Clearly, having a core social purpose that aligns with your business goals also encourages engagement from more stakeholders, including staff, customers and shareholders. Glenn Keys is the founder and Executive Chair- man of Canberra-based Aspen Medical, one of the world’s leading providers of outsourced health- care solutions. He has placed social responsibility and community involvement at the heart of Aspen Medical’s culture. “Your social purpose must be consistent with your company and brand, and it must be aligned with stakeholder, shareholder and customer needs.”

“There are basically two types of people. People who accomplish things, and people who claim to have accomplished things. The first group is less crowded.” Mark Twain

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INNOVATIA

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INNOVATIA

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