BTCV aims to encourage people to improve their own lives through improving the environment.
Clifton hopes to raise the charity’s profile by building corporate partnerships and bringing private sector expertise into the sector.
“I’d like to raise the charity’s profile and broaden the debate. It’s already a successful charity but I’d like to help it affect more issues and areas.”
“CSR is not just a cosmetic element for the private and business sector. Now it’s fundamental for protecting and building brand reputation. As more businesses want their staff to get involved with volunteering and supporting social enterprise, charities must make successful partnerships.”
Clifton, a former Saatchi & Saatchi vice-chairman and executive planning director, has been involved in driving the sustainability agenda for 25 years and has worked with the Government’s environmental advisory committees and is a trustee of WWF.
She adds that BTCV connects with all three spheres of sustainability; environmental, social and economic, and is “bang on” with the political “Big Society” agenda because its practical projects build closer communities, help people get back into employment and improve the environment.
Clifton continues: “The sustainability debate has shifted and changed, now that environmental issues are better understood, it has broadened to include social and economic sustainability. Now we need to make it happen.”
In 2010 more than 600,000 volunteers were involved in BTCV’s projects and the charity had a turnover of £34.5m.
Clifton takes on her role at BTCV alongside her role as chair of Interbrand from 1 April.