Nov. 14, 2007 Branding strategy firm Cone LLC is offering clients a new tool to assess the business returns on their do-gooding efforts.

The Cone Social/Business Return Indicator applies web-based ROI modeling software to determine the bottom-line outcomes of cause-related initiatives, from revenues and cost savings to achievement of social objectives.

The days of giving because it is a Ëœnice to do are over, says Alison DaSilva, vice president of knowledge leadership and insights at Cone. Aligning with a cause has become a powerful business strategy for strengthening brands and building relationships with key stakeholders, while creating meaningful social benefit."

Expectations for delivering results are high, DaSilva says, yet executives are unsure of how or what to measure. The indicator aims to give executives the hard outcomes data they need to develop strategies that achieve a stronger return on investment.

"By measuring the impacts of each component of a cause program, companies will be able point to the bottom-line as they make the case to reallocate existing and/or secure new resources," DaSilva says.

The indicator, co-developed with modeling software firm True Impact, was piloted by PNC Bank and Allstate Insurance Company.