Displaying articles for: April 2011

Storm Recovery: How to Help

by Community Manager on ‎04-29-2011 9:38 AM, EDT - last edited on ‎01-11-2013 4:48 PM, EST by Network for Good Specialist

Major storms and tornadoes ravaged cities and towns across six southern states (Alabama, Georgia, Mississippi, Arkansas, Virginia and Tennessee) on Wednesday. At least 280 people have been killed.  Alabama was the hardest-hit state with at least 180 deaths, according to the Alabama Emergency Management Agency. Survivors of the storms require emergency assistance before the rebuilding efforts can begin.

 


 

You are welcome to point people who want to help to this page: http://www1.networkforgood.org/2011tornadoes.

 

AMERICAN RED CROSS (EIN: 53-0196605); Opening emergency shelters for families affected by the severe storms

 

AMERICARES (EIN: 06-1008595); Sending emergency medical assistance to NC and water to aid TX wildfire crews

 

SAMARITAN’S PURSE (EIN: 58-1437002); Sending disaster relief units to help victims of the violent storms in Alabama and North Carolina

 

SALVATION ARMY (EIN: 22-2406433); Responding throughout the South, mobilizing feeding units and providing support to the victims

 

We will be adding to this list as the response effort expands and we are here to help you as you mobilize your respective response efforts.

 

- Network for Good Team

Lady Gaga To Donate $1 Million Through A Voting Campaign

by Community Manager on ‎04-27-2011 11:36 AM, EDT - last edited on ‎01-11-2013 4:49 PM, EST by Network for Good Specialist

This post was contributed by Network for Good's VP of Partnerships, Stacie Mann.

 

Lady Gaga has partnered with New York’s Robin Hood Foundation to identify five programs serving at-risk youth and wants you to cast your vote to determine how her $1M contribution will be split between the five nonprofits. Her Fans (there are 32M little monsters on Lady Gaga’s Facebook page!) can vote for which charity most deserves Gaga’s money. The results will be tiered, with the winner receiving $500,000, the organization in second place receiving $250,000 and so on. It is a crowdsourced way for Gaga’s fans to tell her where she should donate.  

 

 

Network for Good was thrilled to talk to the campaign organizers about how to make this a positive experience for participants and a great source of support for the nonprofits involved.  We’re also happy to see our partner Causes’ platform included in the campaign so people can take steps beyond just voting for a cause.

If you’re thinking of a campaign like this, it’s helpful to keep these principles in mind:

 

  • Make the campaign call to action easy and fun; “Learn more and cast your vote”.

 

  • Work with trusted partners to vet the recipient organizations so there is a clear promise that every dollar will go towards the campaign's social impact goal.

 

  • Clearly define the rules and voting process for the campaign; it is always important to have clearly defined rules with a code of conduct. For large campaigns, it can help to enlist a third party to evaluate the voting results. This can mitigate conflicts and gaming.

 

  • Keep the timeline short; it’s hard to sustain long periods of activism around a campaign and taking the time to rally supporters around voting takes time away from other core project or fundraising work (especially for a small nonprofit). 

 

  • Train the nonprofits on social media best practices; the recipient nonprofits will be getting a huge burst of interest in what they do over a short period of time.

 

  • Incorporate real-time updates and leaderboards; people love to see who else has donated (via status updates) and also the overall impact. Chase Community Giving does a great job with this and so does Causes through their fundraising projects.

You can read more advice on creating a compelling cause marketing campaigns in our eGuide Cause Marketing Through Social Media: 5 Steps to Successful Online Campaigns.

 

 

Choosing a Cause Partner for the Long Haul

by Community Manager on ‎04-25-2011 10:22 AM, EDT - last edited on ‎12-19-2012 6:05 PM, EST by Network for Good Specialist

In 2004, Dell and Goodwill Industries teamed up to start an electronics recycling program in Austin, TX.  Since then, the partnership has evolved and the Dell Reconnect program now spans multiple markets and recycles a host of electronics from computers to Xbox consoles.  The collaboration works well because each partner provides complementary resources and expertise:  Goodwill has a network of donation centers and experience will repurposing gently-used goods, while Dell has a proven track record in offering consumer recycling programs that “meet the highest standards of workplace and environmental safety.”  Together, the organizations provide a free and convenient recycling program through a cause partnership that truly benefits both entities.

 

There are many such examples of symbiotic corporate-cause partnerships.  There are just as many, if not more, examples of partnerships that fall short of their potential or completely miss the mark in terms of tangible social impact.  Mashable recently featured a post byMichele Cuthbert, the principal of branding firm Baker Creative, who provides some guidelines for selecting the right cause partner and structuring a thoughtful partnership.

 

As a precursor to selecting a cause partner, Cuthbert advises companies to first evaluate their values and stakeholder expectations.  Knowing where a cause partnership fits within your business mission and goals will inform what type of cause partnership you should cultivate.  Understanding what your consumers and employees care about will ensure that your partnership has the interest and resources to get off the ground. 

 

With the background work done, companies can now turn to the cause selection process.  Here some tips based on Cuthbert’s advice for picking the right partner:

 

  • Define selection criteria: factors to consider include: size, budget, program areas, geographic focus, organization age, impact track record, board participation etc…
  • Target your list: use charity databases like GuideStar or Charity Navigator to search for charities that meet your criteria.
  • Compare mission statements: when you have a handful or candidates, look for ways your missions complement or reinforce one another.  Mission compatibility will help ensure your partnership moves in the right direction.
  • Do your due diligence: make sure the charity is registered with the IRS and/or GuideStar and check its standing with the Better Business Bureau, Charity Navigator, Great Nonprofits or other charity rating groups.  You should also review the organization’s financial filings and reports on project impact.  Just as in the corporate world, trustworthy organizations are open about their finances and practices.
  • Listen to your gut: if you don’t feel right about the partnership, don’t proceed.  You must have confidence in the partnership if you are going to put the weight of your brand behind it.
  • Try a pilot: relationships deepen over time.  Give your new partnership the opportunity to go through its growing pains on a small scale before rolling it out in a national campaign. This will also give you time to continue your due diligence as you get to know the charity better.

CEO Rap Stars Celebrate Earth Day 2011

by Community Manager on ‎04-22-2011 10:29 AM, EDT - last edited on ‎12-19-2012 6:55 PM, EST by Network for Good Specialist

If you spend any time on social networks, you’ve probably noticed that today is Earth Day.  There’s been much made of this year’s Earth Day, especially as it falls in the same week as the anniversary of the Gulf oil spill and in the wake of rising gas prices across the country.  In addition, the latest New York Times/CBS News poll indicates that Americans are more pessimistic about the economy and the nation’s general direction than they have been since Obama took office in the midst of the Great Recession.  Further, the economic downturn has dampened mainstream consumer demand for green products.  For example, sales of Clorox Green Works have fallen to about $60 million a year, from a high of over $100 million in 2008. 

 

 

When attitudes and outlooks are bleak, what’s a cause marketer to do?  Make a rap video of course!

 

 

The CEOs of organic brands Stonyfield Farm and Honest Tea launched a video campaign to celebrate Earth Month 2011, mixing education on organics and food politics with entertainment and user-generated content to spur social sharing and build awareness.

 

Said Honest Tea CEO Seth Goldman to Marketing Daily, “We're hoping that the great message (well-timed with Earth Month) and the fun nature of the video will encourage viewers to pass it along to their friends and networks."

 

The tone of the videos may be fun, but the campaign demonstrates the 4 essentials of cause marketing:

  • Suitability: As organic brands, the content of the videos and the message to choose organic for health and environmental reasons rings true.
  • Authenticity: Who better to embody the cause connection than the CEO?  These CEOs are passionate about their social missions and make CSR core to what they do.  We may question their rapping abilities, but not their dedication to the cause.
  • Transparency: Both Stonyfield Farm and Honest Tea are transparent about their sustainability practices and commitment to environmental impact.  That commitment provides the backbone of the brands.
  • Selling Point: Stonyfield Farms and Honest Tea may be social enterprises, but they are also consumer brands.  The fact that their products are organic and embody what the cause campaign is all about, gives these brands unique value propositions: they are the solution to the social problem the cause campaign exposes.

 

Learn more about the campaign at JustDrinkOrganic.com

Author Interview: Three tips for thriving in the digital age

by Community Manager on ‎04-21-2011 10:13 AM, EDT - last edited on ‎01-11-2013 2:54 PM, EST by Network for Good Specialist

David Neff, COO of Network for Good’s partner HelpAttack!, has co-written a new book on nonprofit success in the digital age.  While the primary audience is nonprofits, in the spirit of cross-sector collaborative problem solving, the lessons are applicable to any organization trying to balance core business priorities and investment in innovation and emerging technologies – especially any organization with a triple bottom line mindset.

 

The following is a guest post from Katya Andresen, Network for Good's COO and author of Robin Hood Marketing.  You can follow her nonprofit marketing insights at NonprofitMarketingBlog.com.

 

David Neff and Randal Moss have a new book out called the Future of Nonprofits: Innovate and Thrive in the Digital Age.  (You can order it here.) 

 

 

Since they just wrote an entire book on how we can create a new, more flexible, innovative organization in a digital age, I asked them what advice they could provide us.  Here’s my Q&A with David Neff.

 

Q: What’s the biggest way the nonprofit landscape is going to change this decade?

 

A: I think the biggest change the nonprofit sector is going to see this decade has to do with how we track, score and analyze individual people in our organization. This could be anything from adding social media information to the fields in your donor database to changing the way we set expectations for our employees.  Of course, nonprofits have to want to change for this to happen.

 

 

Q: If you were ED of a typical nonprofit, what two things should you do to prepare?

 

A: Invest money in technology. I know this is a very scary thing for most organizations, but it needs to be done. You can’t reply on that Access Database when the other nonprofits you are competing with have Salesforce for nonprofits. Also you don’t have the same excuses you used to. Organizations like NTEN and TechSoup are here to help you discover what you need and when you need it. Use them! The second big change is that Awareness is dead. No one is watching your PSA at 3am. You need to switch to advertising your nonprofit. And you need to budget (even small amounts) to make that advertising happen.

 

 

Q: What’s the biggest failure you cite in the book and how can we learn from it?

 

The demise of my personal sanity while writing it. : ) Just kidding! The biggest failure is staff turnover and how the industry treats new staff. We hire all these people in their 20’s and 30’s and then say no to all their big ideas. In our minds we simply don’t have time or resources to let them experiment. Even though we know those experiments could be home runs or just singles. The book is how to say yes to those big ideas. 

 

CSR is Dead. Long Live CSR!

by Community Manager on ‎04-20-2011 10:22 AM, EDT - last edited on ‎01-11-2013 2:55 PM, EST by Network for Good Specialist

On Tuesday, I had the pleasure of attending the launch of the Georgetown University McDonough School of Business Global Social Enterprise Initiative (GSEI), a cross-sector program that aims to bring universities, corporations, nonprofits and government together to affect positive social change.  The initiative is spearheaded by Bill Novelli, a Distinguished Professor of the Practice, former CEO of AARP, co-founder of Porter Novelli and founder and former president of Campaign for Tobacco-Free Kids.  I can’t imagine  a better shepherd for this type of collaborative effort and look forward to watching the initiative take shape over the coming months.

 

The launch event featured a panel discussion on cross-sector collaboration with representatives from business, the nonprofit sector and government.  Here are some highlights from the discussion.

 

According to Darell Hammond, CEO of KaBoom! and author of the forthcoming book KaBOOM: How One Man Built a Movement to Save Play, social problems don’t emerge from just one sector, so neither will the solutions.  He offered an inspiring approach to social problem solving: people should dedicate their careers to solving a particular issue and take advantage of opportunities to further that cause across all sectors.  In this regard, we will no longer define our professional identities by sector (I’m in business, I work for a nonprofit, I work for the government), but by issue area (I work to end hunger, I solve access to clean water, I create sustainable supply chains).  Having loyalty to an issue, instead of an employer or sector, will create organic cross-sector collaboration and allow individuals to look back on a career of service regardless of occupation. 

 

Reggie Van Lee, Executive Vice president of Booz Allen Hamilton, and author of the book Megacommunities: How Leaders of Government, Business and Non-Profits Can Tackle Today's Global Chall..., remarked that all the resources we need to solve social problems already exist, but if we try to take a siloed approach, the right resources won’t be allocated.  Collaboration across sectors is the key .  He offered three steps to ensure the collaborative effort succeeds:

  1. Identify the problem as a shared issue with a common vocabulary.  Find the points of intersection across sectors.
  2. Assemble the right stakeholders and define who plays what role.
  3. Prioritize program management to ensure that the collaboration continues.  

 

James Mahoney, Global Public Policy and Corporate Communications Executive for Bank of America, asserted that CSR is here to stay.  We may see fads within CSR, but the overall push to create positive social good through business will sustain.  CSR is not about doing good for good’s sake, however, but must make sense for the corporate partner on a true business level.  For example, in the economic downturn and recovery, Bank of America has reached out to its clients to better understand what they need to survive financial constraints and grow.  They overwhelmingly replied that they need less uncertainty.  The response helped Bank of America set priorities to liaise with government and community leaders on economic growth and job creation strategies.  The CSR efforts grew directly from client needs.  

 

As the Deputy Representative for Global Partnerships at the US Department of State, Jim Thompson sees the impact business can make in international development, especially by investing in technology, platforms and networks in developing economies.  He also sees companies creating globalization strategies that take a longer-term view and are tied to real development outcomes.  One example Jim cited was the Partners for a New Beginning initiative, a cross-sector collaboration that fosters private sector investment in challenging regions like Tunisia and Libya.  

 

You can learn more about GSEI at http://socialenterprise.georgetown.edu or follow the initiative on Facebook and LinkedIn.

Whom Do You Follow?

by Community Manager on ‎04-19-2011 10:23 AM, EDT - last edited on ‎12-20-2012 4:27 PM, EST by Network for Good Specialist

We in the partnership group at Network for Good often get asked what CSR, cause marketing and philanthropy experts we follow.  Below is a list of a few of our favorite go-to blogs for great insights and relevant topics.  We’d also love to hear from you about the resources you find most interesting in this space.  Please post a comment on our Companies for Good blog with your suggestions.  Together, we can build a great library of expertise.

 

CSR: What’s Social Media Got to Do With It?

by Community Manager on ‎04-18-2011 11:27 AM, EDT - last edited on ‎12-19-2012 6:56 PM, EST by Network for Good Specialist

David Connor, European Director of 3BLMedia, is on a mission to help companies tell their CSR story in innovative and compelling ways.  He has a rich blog post about CSR communications on his blog: David Coethica’s Blog.   If you think a PDF of your sustainability report will do in the new age of social media, are you in for a wakeup call!

 

To better understand why social media and thoughtful communications are so vital to corporate social responsibility success, take a moment to think about what CSR is truly all about: leadership and employees working together to make more socially responsible business decisions.  As recent research from Cone and others demonstrates, many consumers rely on those business decisions to then filter their purchase decisions.  CSR is truly a collaborative effort among leadership, employees, supply chain providers and end customers.  Therefore, all stakeholders should be included in the storytelling and communications around that effort.

 

At its core, social media is about conversation and connection.  Companies that try to use social media channels to broadcast mass messages about their brands and products, will soon find themselves without a social media community at all.  Yes it’s scary to hand over the megaphone to folks outside of your corporate communications and PR department, but the rewards can be very inspiring.

 

Here are four examples of how proactive companies are leveraging social media to further their CSR efforts.  Each company uses conversation and audience engagement as core communication practices.  They also create online forums and welcome feedback as part of their marketing and communications strategies.  All four companies reinforce their communities across channels and maintain consistent CSR messaging and conversation to underscore the social responsibility factors of their brands.     

 

DELL

Twitter:

CSRatDell We're thinking about changing our Twitter handle because you've told us not everyone knows what CSR means. What do U guys think? #DellCAP

 

Facebook: Social Innovation Competition

 

Blog: Direct2Dell CSR posts

 

Online Community: Dell Community

 

INTEL

Twitter:

Intel_CSR Check out the #Intel global #CSR map: What's your favorite story? http://intel.ly/hJYSa0

 

Facebook: Inspired by Education

 

Blog: CSR@Intel

 

Interactive Sustainability Report: 2009 Intel Corporate Responsibility Report (includes build your own report tool)

 

SEVENTH GENERATION

Twitter:

SeventhGen Help 1,000 people in your town go green! Enter @SeventhGen's Green Your Town Sweepstakes. http://7gen.us/green-sweepstakes

 

Facebook: Company page

 

Blog: 7Gen Blog

 

CSR Reporting: Corporate Consciousness Report (includes social bookmarking)

 

TIMBERLAND

Twitter:

Timberland_Jeff Consumers say they DO feel responsibility 2 take care of earth & might even pay more for green products: http://bit.ly/hzdEuE

 

Facebook: Company page

 

Blog: Bootmakers Blog

 

Online Community: CSR Forum & Stakeholder Engagement Calls

 

CSR Reporting: Dig Deeper Papers on CSR Pillars & Quarterly Dashboard Report

It’s (Still) About People

by Community Manager on ‎04-15-2011 10:17 AM, EDT - last edited on ‎12-19-2012 6:41 PM, EST by Network for Good Specialist

Mitch Joel has a wonderful post on his blog Six Pixels of Separation entitled “Human Business in the Social Media Age”.  Joel discusses the ‘interesting times’ in which we live (i.e. the new reality of financial crisis, global revolutions, earthquakes, tsunamis, climate change and the list goes on) and discusses how these factors are influencing a people first mindset in business. If the past decade was shaped by amazing advances in technology, the next one may be defined by how we harness that technology to deepen our relationships with one another.

 

Joel is not alone in recognizing this trend.  We see different aspects of the human side of business asserting themselves all over the place.  On the consumer engagement side, new insights call attention to the growth in socially-responsible marketing.  Examples are everywhere from Cone’s Cause Evolution Study revealing that consumers want more cause-related choices, to BBMG’s recent study on The New Consumer (aka conscious consumer), to the explosion of Random Acts of Kindness in marketing. 

 

On the employee engagement side, many thought leaders in social responsibility are promoting the merits of adopting CSR as part of the core business culture.  Examples abound from leadership lessons from Bruno Slewinski on  In Good Company: Vault CSR Blog  to Anne Charles’s insights on creating a CSR culture on Wall Street on her blog at Fast Company.

 

The common thread across all of these conversations is a focus on human connection and our collective effort to make things better – our work environments, our products, our communities, our planet.

 

Joel references a few recent books and resources on the topic of the humanization of business.  They are of interest to anyone seeking new perspectives on navigating the complexities of managing and conducting business in these ‘interesting times’.

 

 

Read more on Six Pixels of Separation blog …

Is Your Employee Volunteer Program a Good Fit?

by Community Manager on ‎04-13-2011 10:57 AM, EDT

The Boston College for Corporate Citizenship annual International Corporate Citizenship Conference wrapped up yesterday and lots of great corporate social responsibility (CSR) content is flooding their blog from the attendees.  One post by guest blogger Bradd Baskin is particularly relevant  this week, as it’s National Volunteer Week.

 

Baskin’s post on the conference session “From Volunteering to Involve-a-teering” shares insights from corporate volunteer programs at Morgan Stanley, General Mills and Pricewaterhouse Coopers Canada Foundation.  Each corporate example highlights a different approach to employee volunteerism, but all three had one striking commonality: the programs all achieved a goodness of fit with the corporate culture and core business.

 

Morgan Stanly, for example, embraced its competitive environment and culture by transforming a volunteer program into a Social Enterprise Strategy Challenge to engage employees in a way that leverages their skills, personalities and competitive spirit.  As Morgan Stanley puts it, this initiative is “a signature initiative to give back to the community in high value-added ways that uniquely leverage the talents and passions of Morgan Stanley's current and future leaders.”

 

This conference panel and the corresponding corporate examples  provide a great reminder that goodness of fit is a key component of any sustainable and successful corporate charitable initiative.

 

Read more from the conference on the BCCC blog

Celebrate National Volunteer Week April 10-16

by Community Manager on ‎04-11-2011 12:26 PM, EDT - last edited on ‎01-11-2013 2:55 PM, EST by Network for Good Specialist

National Volunteer Week is here and it’s time to celebrate the incredible impact corporate volunteers make all year long.  National Volunteer Week is sponsored by Points of Light Institute & Hands On Network and is about “inspiring, recognizing and encouraging people to seek out imaginative ways to engage in their communities”.  Corporate volunteer programs provide a rich opportunity to help employees connect to the causes they care about and put your company’s CSR brand into practice.

 

 

Read the National Volunteer Week Resource Guide from Hands On Network for more information.

 

USA TODAY provides a rundown of resources, national programs and local events taking place this week and month.

Highlights include:

  • Starbucksis hosting service activities across the country in April as part of its Global Month of Service dedicated to engaging its employees and customers in meaningful service opportunities.
  • Microsoft US Partners in Learning is teaming up with Youth Service America and the Corporation for National & Community Service, to announce the Global Youth Service Day InterroBang missions.
  • Operation Gratitude is teaming up with McKesson during National Volunteer Week to show their support for the Armed Forces.
  • L'Oreal Paris, in partnership with Points of Light Institute, will kick off the sixth annual call for nominations for Women of Worth on April 11.

 

Do you have an innovative approach to corporate volunteerism?  We’d love to see shared stories about what works, what doesn’t work and how your companies are forging meaningful relationships with nonprofit partners that drive tangible impact in the communities in which you work and live.

Chasing that ‘Helper’s High’

by Community Manager on ‎04-08-2011 11:58 AM, EDT - last edited on ‎12-19-2012 6:42 PM, EST by Network for Good Specialist

At Network for Good, we often reference the ‘Helper’s High’ – the feeling of euphoria that people report after giving to charity – when talking to potential partners about the value and relevance of charitable engagement programs for customers or employees.  A donation is truly a gift for the giver and the recipient nonprofit.

 

Then why is it so common for nonprofits to encourage donations by sending a small unsolicited gift with each direct mail appeal?  Isn’t the ‘Helper’s High’ enough motivation? Feeling good about giving is a great result, but it only manifests after someone has committed to making the donation.  As Neuromarketing puts it, “The concept of reciprocity suggests that giving someone something, or doing a favor for someone, establishes a subtle return obligation.”  The bonus is that you also feel good after you meet that obligation (or make that donation).

 

Yesterday when I retrieved my mail, I noticed three envelopes from different nonprofits that each included a donation appeal with a small gift –a set of address labels, a nickel,  and a handmade bookmark from a program beneficiary.  I get a set of address labels at least twice a month from various organizations – I’m stocked up through 2015 for sure – so this little bonus didn’t tap any real desire to respond.  I found the nickel intriguing since the message was about how my donation could amplify the value of that 5₡ investment, but it didn’t connect me to the organization’s mission.  The bookmark gave me pause.  The handcrafted quality and the story about the beneficiary brought the organization’s mission to life.  I was compelled to donate and make sure more beneficiaries had the opportunity to thrive and share their success on a bookmark.  The right type of gift can obligate the recipient to take action. 

     

 

 

But does the size of a gift matter?  New research says yes.  German researcher Armin Falk demonstrates that the reciprocity effect is directly tied to the size of the gift.  Falk mailed 10,000 donation requests in three samples: one sample just received a letter (no gift), another received the letter and a postcard (small gift) and the third received the letter plus a set of postcards (large gift).  The results are staggering.  The third group that received the large gift donated 75% more than the first group that just received the letter.  The second group that received the small gift donated 17% more than the first group, demonstrating that “the reciprocity effect is relative to the perceived size of the gift”.   

 

What does this mean in the context of CSR and engagement with customers and employees?  Advocates of corporate social responsibility (CSR), strive to embed CSR values and strategies within the culture of the company.  For some companies, that may happen organically, especially if CSR values are part of the founding principles.  For most companies, CSR is a newer concept that requires stewardship to take root and grow. 

 

Reciprocity can be a powerful engine for that growth. 

  • Consider how many employees would adopt personal sustainability goals at work if their employer incentivized the actions (free branded reusable water bottles for all!) and removed barriers (recycling bins for all!). 
  • Think about how motivating corporate matching grants are to boost employee charitable giving. Or ‘dollars for doers’ programs to inspire volunteerism. 
  • We’ve all succumbed to the power of a free gift with purchase at the mall.  What if that free gift were a charity gift card to spread generosity?  Or a sustainable product to encourage environmentalism through consumer choices? 

How we incentivize employee and consumer behavior though our programs and policies can make all the difference.  Establishing the right size ‘gift’ (aka incentive) will motivate the proportionate CSR action (water conservation, charitable donation, volunteer time, conscious consumerism etc…) and ultimately create positive outcomes – and the bonus of a ‘Helper’s High’!

 

Read more about the reciprocity effect and Falk’s research on the Neuromarketing blog … 

Inside-Out CSR

by Community Manager on ‎04-06-2011 11:43 AM, EDT - last edited on ‎12-19-2012 6:44 PM, EST by Network for Good Specialist

There’s been a lot of chatter lately about who owns corporate social responsibility (CSR) within a company.  The short answer is: Everybody.  Whatever flavor of CSR your company practices - sustainability, environmentalism, cause marketing, corporate philanthropy, base of the pyramid product design, emerging market investment etc… - true success will come from integrating CSR strategy and initiatives into the core of the business.  And what’s core to the business is also core to your employees, customers, suppliers and shareholders.  In sum, CSR that leads to measurable impact must be part of the lifeblood of your company.   

 

Here are a few reads from around the web about creating a true CSR culture in business:  

 

Ann Charles: To Create a True CSR Culture, You Have to Start with Wall Street in Fast Company


Aman Singh Das: CSR Touches Everybody Whether You Work in Accounting or Marketing on In Good Company: Vault's CSR Blog


Andy Mercy, CEO of AngelPoints: Empowering Employees to Lead the Way to Sustainability in Stanford Social innovation Review


David Whitford: interview with Raj Sisodia Can compassionate capitalists really win? in Fortune

 

Story Time – Not Just for Kids

by Community Manager ‎04-04-2011 12:15 PM, EDT

Corporate Social Responsibility (CSR) is such a clinical term for a practice that speaks to a very human goal of making a positive impact on our world through business.  CSR professionals are tasked with measuring and reporting on CSR results, a job that can be rather scientific if all you have to work with are facts and figures.  How much non-recyclable product waste was eliminated this quarter?  How many employees opted in to a volunteer program?  How many products were sold through a cause marketing campaign?  Making the results memorable by showing the human impact behind those statistics will better communicate the business case for CSR, reinforce the value of your programs and make your impact relevant beyond your internal audience. 

 

This is where storytelling is vital.

 

Tyson Hunger Relief provides a rich example of how putting storytelling front and center can truly make a CSR program.  Since 2000, Tyson has donated 78 million pounds of protein to hundreds of food banks, food pantries, and relief agencies in 48 states.  That’s an impressive commitment to a relevant cause in and of itself.  But Tyson doesn’t just relegate that achievement to a sidebar in its annual report.  Instead, the company folds its philanthropic commitment into a full hunger relief initiative that builds awareness about hunger in the US and provides a way for individuals to take action and share their connection to hunger relief.  That latter component is key.  For example, through the Hunger Tweeters program, Tyson essentially syndicates storytelling about the Hunger Relief program across scores of organizations and activists working hard in the fight against hunger.  This approach allows Tyson to showcase powerful and memorable content that demonstrates the real impact behind a corporate commitment to hunger relief.

 

 

 

If you are looking to invest more in CSR storytelling, Tamsin Hemingray, director of content for digital marketing agency iCrossing, has some great advice featured this week on the Realized Worth blog.   Here are her 6 tips for success:    


  1. Be on the Side of the User (i.e. make content for humans about human impact)
  2. Start Platform-Agnostic (i.e. the content is the strategy, tools like Facebook are just how you share it)
  3. Make it Portable, Findable & Shareable (i.e. set the content free and let others help create it, promote it and make it relevant)
  4. Release Early, Release Often (i.e. revise as you go because you will learn a lot by putting it out there and seeing what happens)
  5. Stay Close to the Data (i.e. observe, listen, calculate, dissect – then tell the real story the numbers represent)
  6. Be Prepared to Be Surprised (i.e. be ready and willing to reevaluate your content strategy based on what you learn as you go)

 

Read more from Tamsin Hemingray on the Realized Worth blog


   

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Companies for Good shares insights on cause marketing and corporate social responsibility topics to inform your charitable engagement with consumers and employees. Network for Good empowers corporate partners to unleash generosity and advance good causes. The blog celebrates that work and provides expertise and resources to help you do well and do good. Learn more