Marriage of Mission and Best Practices

Seven steps to craft and customize corporate social engagement programs

By Brenda Ginsberg 

As leading companies display a growing interest in fostering connections with social organizations and causes, the dynamics of the corporate social engagement landscape are changing.  Many companies are evaluating their level of engagement and participation, and advancing their journey toward a better tomorrow, for society and for the company.

There are several cornerstones to establishing and advancing a highly successful corporate social engagement model. Whether just starting out, inquisitive about the business relevance, or among the all-stars, a number of common themes exist. What are some of the hot topics, recommendations and key benefit opportunities for leaders who have questions about this new territory or are looking to evolve their efforts?

1. Embrace Diverse Perspectives

An interesting and somewhat controversial topic relates to varied perspectives about a company’s “founding goal to achieve profit and shareholder value,” a company’s “interest to do good,” and a “responsibility to do good.” Regardless of the factors that may drive a company’s corporate social engagement appetite, much positive benefit can be achieved. It is important to embrace diverse perspectives to achieve success.

2. Focus on Creating and Advancing a Sustainable Approach  

The opportunity to achieve the dual goal of “doing good for society” and “doing good for the company” is one key way to infuse long-term strategic success into the company. Good work resonates with employees and customers. Programs that stand the test of time often exist on a foundation that cross-pollinates this dual goal and genuinely advances social causes, while growing from the company’s values, mission and goals.

3. Walking the Walk

The executive team’s engagement is often a key ingredient for success. Employees will follow the direction of their leadership, and the public will follow the sincerity of actions versus words.  When leadership is engaged, social and business success is within reach.  

4. It’s Not Just About a Check

The new era of corporate social engagement involves a holistic approach to solving major societal challenges. Innovation, partnership and collaboration are all essential ingredients. The days of blind check-writing are dwindling. Consider a program that holistically integrates areas such as traditional philanthropy, employee volunteerism, in-kind engagement (i.e., giving away what you produce best), innovation, partnership and strategic collaboration. While this may be counterintuitive to some nonprofit organizations, partnerships that endure and continually deepen are of great benefit to all.  

5. Decide Upon a Speed of Progression

There are six major stages of corporate citizenship, starting with “lack of awareness,” and progressing to a “world-class corporate social engagement model.” Companies that are early-stage or mid-way should assess their tolerance for change, and most importantly assess their behaviors and norms around the speed of change.  Successful corporate engagement models reach far beyond a simple company program, and are tightly connected to the company’s values, mission and culture.  

6. Measurement is Key

It is important to consider an enhanced measurement approach.  This is relevant and essential to gauge both the societal benefit derived from corporate engagement, as well as the initiatives’ corporate result.  There are a number of options companies can elect to utilize, such as KPIs (key performance indicators).  Business results and social results are limitless, and evolve over time.  Selecting the right KPI mix is a key factor in the effectiveness and long-term standing of the corporate social engagement model.  

7. Set the Company up for Long-Term Success

The careful creation of a strategy and plan that takes into account all of the goals, opportunities, challenges, and approaches most beneficial to the company’s and communities’ success are increasingly important. The most successful initiatives are often the ones that keep the big picture in mind.

In conclusion, there is much opportunity in corporate social engagement. Aligning mission and values promises great opportunities for true cross-pollinated societal and business advancement.  A cookie-cutter design for each company does not exist.  Key success factors are rooted in the marriage of industry-leading approaches, and holistic integration within the company’s mission and culture.

Brenda Ginsberg is the founder of Invision Consulting, which serves corporate and nonprofit organizations seeking business success and societal advancement. Ginsberg is a speaker and moderator for organizations such as Executive Minds for Social Innovation and Women in Technology International.