The LBG methodology
To more accurately measure and evaluate its contributions to community and culture, Telefónica adopted the international LBG (London Benchmarking Group) methodology in 2007.
LBG was developed in 1994 by six British companies to improve the management, understanding and measurement of their community investments. It is now used by more than 200 leading companies worldwide. Since adopting the methodology, Telefónica has played an active part in setting up LBG Spain, with the aim of professionalizing the way social initiatives are measured.
The model identifies four types of initiative according to their motivations:
LBG was developed in 1994 by six British companies to improve the management, understanding and measurement of their community investments. It is now used by more than 200 leading companies worldwide. Since adopting the methodology, Telefónica has played an active part in setting up LBG Spain, with the aim of professionalizing the way social initiatives are measured. The model identifies four types of initiative according to their motivations:
- Isolated contributions: support for a wide range of social causes, in response to the needs and requests of non-profit organisations and community groups, which may be provided via the company, its employees, its customers and/or its suppliers.
- Community investment: long-term strategic commitments to working with the community to support a range of initiatives chosen by the company, which are aligned with its corporate interests and enhance its image.
- Commercially coordinated initiatives: community oriented initiatives that are designed to directly enhance the company's business, promoting its corporate identity and brand image.
- Obligatory contributions: community contributions or initiatives that a company undertakes as a result of legal, regulatory or contractual requirements. This last category is not included for the purposes of comparisons between members (LBG benchmarking).