The Philanthropy Foundation and Cause4 are working with Cineworld PLC to establish its Individual Giving Fund – the Cineworld Foundation and to develop a programme of fundraising, employee volunteering and community partnerships across its 100 UK-wide cinema locations. Whilst it already has a well-developed CSR policy, Cineworld recognised there was much more that could be achieved through a co-ordinated approach to charitable activities across the company.
Cause4 is helping Cineworld to develop its partnership with the Media Trust, to nurture and promote the talents of young film-makers, with the incentive for the winner of having their work screened across the chain. Other initiatives in the pipeline include arranging high-profile charity film premieres; an enhanced employee volunteer programme, linking staff to community projects in their local area; improving the company’s web presence to increase donated income from customers through an ‘add-on’ to their ticket purchases; and developing new community partnerships with arts festivals, organisations and charities to maximise the use of cinema facilities and strengthen local networks and connections. Taken together, these activities will greatly increase Cineworld’s community profile across its many locations; improve staff retention and buy-in to the company and brand; support charitable work related to Cineworld’s own activities; thereby, increasing the company’s overall profitability.