Industry’s Commitment to Corporate Social Responsibility Encompasses Wide Array of Programs at National and Local Levels
The value of the cable industry’s annual philanthropic activity is at least $1.2 billion, based on the results of a recent survey conducted by three noted researchers and academics from the University of Denver.
The study, commissioned by the National Cable & Telecommunications Association (NCTA), and buttressed by additional research, reports that cable industry companies in 2014 made more than $350 million in cash contributions to charitable and philanthropic causes, and channeled more than $872 million worth of in-kind contributions to socially responsible projects and programs.
In addition, cable industry employees personally contributed more than 658,000 hours – representing more than 225 years of eight-hour days – of volunteer time to charitable efforts.
The investments were made at both national and local levels, spanning a wide and diverse array of giving areas.
“The giving of the cable industry has a broad and deep impact, encompassing a variety of areas of service that impact millions of people in communities throughout the U.S.,” noted the researchers – Dr. Charles Patti, Dr. Ron Rizzuto, and Dr. Maria van Dessel. “The cable industry has long been involved in corporate philanthropy. For two decades, the cable industry has provided free Internet connectivity to primary and secondary schools as well as libraries. The industry has an even longer tradition of supporting education, community non-profits, and disaster relief efforts through cash donations, in-kind contributions, and free public service announcements.”
Drs. Patti, Rizzuto, and van Dessel noted that the bulk of cable philanthropic efforts fall into three major categories: providing greater equality and opportunity for minorities and women; community and economic development programs such as family support and workforce development programs, support for K-12 and higher education; and programs promoting and providing greater access to broadband by disadvantaged populations and the development of digital literacy skills.
“We’ve known, anecdotally, for many years, that all of our member companies are hard at work serving and giving back to their communities and customers,” said NCTA President & CEO Michael Powell. “This survey provides a broader understanding of these efforts and supports our long-standing and industry-wide commitment to expand and enhance our community-based and social responsibility efforts.”
In compiling data for the report, Measuring the Philanthropy of the Cable Industry, the Denver University researchers collected information on 32 companies, including 14 providers of internet and television service representing 94 percent of cable subscriptions in the U.S.; 14 programming companies that represent 73 percent of program subscriptions; and 4 of the largest cable industry vendors. Data from 30 foundations closely associated with the cable industry were also included. The information collected and aggregated was for the year 2014, the most recent available.
The research team, currently also advising The Cable Center in Denver, comprises individuals that have taught students and conducted research at the undergraduate and post-graduate level on two continents and represents decades of expertise in business, finance, marketing, advertising, customer experience, and other business-related disciplines.