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A large part of this book is devoted to the concept and worth of creating shared value. Shared value is economic value created by addressing the needs and challenges of the community. In effect, it's a company putting their resources into a community or social need and by addressing that need bringing value back to the company. The value may be in a new, previously untapped market; it may be in securing raw materials from local suppliers, ensuring continuity of supply; or it may be demand-led innovation that forces change to their product.

Shared value is economic value created by addressing the needs and challenges of the community.

The obstacles to creating an integrated shared value model within a business will be tied to the change that is required. There may be significant investment in change to manufacture and certainly there will be risk, with returns not immediately forthcoming. Investment in research to identify the opportunities within the marketplace will reduce the risk, but the resources required to conduct such research may be beyond the means of all but the larger corporates.

There are lessons for all of us in the concept of shared value, even if it is not a fit for those just looking to bring a level of giving into their businesses. The overarching theme is that we should be doing good by doing good. This book looks at how to maximise the giving to create a return. When there is a return that can be measured there will be greater enthusiasm for the giving. If we can identify and articulate those returns that are positive for the business, we are likely to give more and become more sophisticated in our giving.

In the chapters that follow we will look at the following questions:

• What are the benefits to business of getting involved in community problems?

• If you're going to get involved, how do you select your partners?

• What are the options around getting involved, and how much involvement do you really want?

• Why does the concept of shared value make sense?

• How do you make your investment in the charity sector a profit centre?

• Why is it in everyone's interest that you're doing good by doing good?