In a previous post, First Steps of CSR Planning, I mentioned getting your CSR Plan off the ground and running by incorporating top-level management and others within the organization. It is important to know that by having the support of these people will help with creating a desirable corporate social responsibility structure, but gaining the support is where we want to focus.
Present to the people in charge. Make sure that your presentation is configured like a sales pitch or business plan. You must be able to show value to what you are presenting. If not, then your product doesn’t sell. Whether you are trying to encourage and implement CSR into the structure of a company or upgrading the one currently in existence, the approach should be the same. The financial implications of what you are presenting are very important and will be discussed. Do your homework, show what type of investment is needed and when to expect a return on investment, and show the profitability of these efforts in time-frames afterward. Also be sure to include that the projects you are looking to undertake are doing good. Doing good = Better public image.
Don’t worry about going all out to begin with. Focus on the points that will create an impact and have high ROIs. Its okay to ease into the system and show that there is a great amount of value in your plan. You can also choose to employ the methods only in certain parts of the company, maybe company headquarters or a certain region for the company. Get your toes wet before jumping in, especially in larger corporations. Results will speak for themselves. Finally, don’t spread your focus too thin. If you’re contributing to too many things you won’t notice the gains of the top performing programs and could jeopardize the entire plan.
I always look forward to your suggestions, comments, and stories. Thanks for reading.
Many times companies enter the world of corporate social responsibility by philanthropic efforts, but that’s where many of these companies conclude their efforts. It’s an unfortunate situation, but many companies feel that a donation of money is enough. Frankly, it’s pitiful that so many corporations believe that their efforts are enough.
It’s great that companies are willing to donate part of their revenues, but monetary gifts are only a gesture, not an effort. By coupling monetary efforts with personal involvement much more can be accomplished. Incorporating the corporation’s personnel will have lasting effects and can create a ripple effect for continued efforts.
As I discussed in Non-Profits: Sources for CSR, the not-for-profit organizations offer a platform for inspiration in CSR strategizing. This innovation and dedication can also be utilized in a company’s philanthropic efforts. Non-profits create communities and meaningful experiences through engagement of volunteers. They create a connection on a personal level that is irreplaceable and keeps people returning to offer their services again. These volunteers feel that they have a sense of belonging and have partaken in something that has created good, giving them the satisfaction that is innate in most humankind. The world’s for-profit corporations should follow these examples to engage their employees and create a longer-lasting impact.
Donations to causes help, but donations of people’s time and effort create impact. Companies can be more influential by sponsoring a program and or cause AND bringing others to aid in the efforts. Employees donating their time will benefit both the efforts of the organization and personal achievement. Many people already volunteer their time and have compelling stories of their interactions and personal connection to the cause and many are looking to insert themselves into a worthy cause. Companies need to take advantage of the assets they possess and utilize them in a momentous and purposeful manner. Companies can also create incentives to join in on the cause as well. If the company can show its support for the efforts, it is more likely that employees will join the cause and eventually spread the word to create meaningful experiences for others and further the expansion of efforts.
Engagement of employees is key to creating a more desirable workplace. By contributing time coupled with money to a cause will help create a better sense of belonging leading to higher engagement and a greater reach of impact.
Philanthropy does not have to end at donations of money, but should continue to create ripples by generating meaningful memories that will pay for themselves through personal connection and accomplishment. For-profits can learn a lot from the non-profit community. By following the examples of these organizations we can stray from paying for others to be hands on and we can learn for ourselves to do more good.
I’d love to hear your stories and experiences. Comments and suggestions are greatly appreciated.