The Georgetown University Center for Social Impact Communication features an insightful interview with Fenton’s Senior Vice President and Director of Global Marketing, Susan McPherson. It's part of the Social Strategist Project and I encourage you to check out the series and access the full blog post and podcast here.
Here are a few of Susan’s thoughts on the future of corporate responsibility excerpted from the CSIC post:
- Open the kimono! “What we’re seeing now is companies realizing that by doing ‘good business’ they’re actually doing good business.” Open the kimono and use transparent communication to achieve both social and financial goals.
- Turn the equation around. “Instead of asking how we can get funding as a nonprofit, ask: how can we tell the corporation what we can do for them?
- Think about upcoming hot topics. Conflict minerals. Human trafficking. Those are two issues whose time has come, according to Susan. Susan recommends paying attention to what topics are particularly active in the public debate because they are natural areas for companies to join the conversation.
- Don’t forget employee engagement. “It’s time to find out from your employees who they want to get behind and have a contest to determine which cause makes the most sense…have your employees build that program.”