How can consumers measure which companies are engaged with their communities? Fortunately, there’s a survey for that. The Civic 50 was created by Points of Light and the National Conference on Citizenship, and published by Bloomberg.
Here are some of this year’s survey highlights:
- Corporate community involvement isn’t a one-off activity. Companies are institutionalizing programming—92% can describe senior resolutions and/or directives that embed this programming into the company’s policies and practices.
- Civic engagement leads to holistic analysis. 96% of the Civic 50 measure the business impact of community initiatives; results include a boost in employee satisfaction and the bottom line.
- Employees are getting their hands dirty. Civic 50 companies are increasingly adding opportunities for employees to volunteer. Plus, 88% have community involvement as an employee performance criterion.
- Companies giving back win recruits. Potential hires are more likely to choose to work for a company that not only prioritizes civic engagement, but incorporates it into the hiring process.
Between this week’s Pro Bono moniker, and the myriad companies participating, corporate pro bono service is really taking off. Over 500 top U.S. brands are currently providing $2 billion in pro bono and skills-based service.
Here's a sampling of how companies are participating in Pro Bono Week 2013:
- 14 marketing organizations pulled all-nighters to produce strategies and creative materials with CreateAthon
- Mastercard Worldwide and American Express participated in a pro bono programming panel at the Center for Social Innovation
- Capital One engaging employees on a done-in-a-day model ScopeAthon covering strategy, HR, and marketing
The pro bono ethic is embedded inside America’s strongest companies.
We're excited to announce the release of our new Good Card case study on how HP, the world’s largest technology company focusing on product innovation for the cloud, security, and big data, uses Network for Good's Good Card® to reward all-star employee volunteers.
You may not know that HP has a history of civic engagement embedded into its employee volunteering programming. One way the company folds rewards into this portfolio is via charity rewards.
Employees who have met their quarterly volunteering goals receive a $50 gift card to charity that they are welcome to spend at the cause of their choice.
More than a tchotchke, this card allows employees to support charities with personal meaning to them, fostering connection and brand loyalty to HP. Plus, “The reward fits the deed,” remarks HP Group Site Program Manager Valerie Lane.
This is a continuation of a post on Waggener Edstrom’s corporate citizenship report.
Waggener Edstrom Worldwide (WE), a leading digital branding agency, is a global firm dedicated to corporate social responsibility.From building a garden cabin in Germany to sorting office supplies in NYC, WE employees are giving back to their communities.
I interviewed Rhian Rotz, Director of Corporate Citizenship at WE, about the company’s latest corporate citizenship report, and gained insights around the company’s overall CSR strategy.
Here are Rotz’s lessons learned from partnering with local nonprofits and advice for companies looking to create volunteering opportunities for staff. All italicized text is that of Ms. Rotz.
Lessons on working with nonprofits:
Meet NGO’s Where They Are: We work with organization with diverse missions, of different sizes and levels of maturity and resources. Companies cannot assume that what works with one organization will work with others. Every NGO has a different level of resources, programs and flexibility. Take time to build a mutual understanding of the partnership goals and the priorities.
This is a continuation of a post on Waggener Edstrom’s corporate citizenship report.
Between employee engagement programs through volunteering and tracking the company’s global carbon footprint, Waggener Edstrom Worldwide (WE) seeks creative ways to highlight the impact it’s having on the world.
Over the past five years, WE has created a corporate citizenship report. I interviewed Rhian Rotz, Director of Corporate Citizenship at WE, about the latest report and the company’s overall corporate social responsibility strategy.
AM: Whether it’s carbon emission tracking or company growth, WE’s report emphasizes the resulting impact from its work. What gains does the company see from tracking impact?
RR: Expectations of businesses have changed as [business/social venture partnerships] are increasing and converging. Business has a role in solving and contributing to solutions of the world problems…
Waggener Edstrom Worldwide (WE), a leading digital branding agency, is dedicated to helping its clients with corporate social responsibility (CSR) strategies. In turn, the company is transparent about its own learnings around CSR reporting.
Over the past five years, WE has provided clients, employees, and consumers with a corporate citizenship report. I interviewed Rhian Rotz, Director of Corporate Citizenship at WE, about the latest report and the company’s overall CSR strategy.
AM: Why did Waggener Edstrom (WE) Worldwide create this report?
RR: Corporate citizenship represents how WE aggregates its commitment to making a positive and sustainable social, environmental and economic impact through our services, employees, management of operations and contributions to society.
Jay Baer’s Youtility posits marketing should be ‘about help not hype.’
Instead of the now-antiquated push marketing (Think: Buy our stuff! We’re the best! Listen to what brilliant things we have to say!), Baer argues the collaborative economy and nature of social media leaves consumers wanting help from companies, not more marketing speak.
Here's the second of three highlights from the book, which all marketers—especially cause marketing professionals—should take to heart:
1) Simplicity is underrated.
2) Lend a hand. Have you ever noticed that when explaining your brand’s CSR portfolio, the reception is crickets?
The following post is a continuation of a post on Adam Grant’s presentation on his book Give and Take: A Revolutionary Approach to Success at the Conference on Volunteering and Service.
Givers don’t want to be a burden and often confuse taking and receiving. We need to create work cultures that reward asking for help and make it ok for people to take it. Also, givers to ask for help so other people (namely matchers) have the opportunity to give and so givers know who can benefit from their help and how in the future.
Here’s an example of how help-seeking improves results. Appletree Answers, a call center solutions provider, was experiencing 98% staff turnover each year. That’s a huge HR hiring burden to replace your staff every year.
Frans Johansson asserts that no matter what the challenge is, the only way to get to an innovative solution is to bring together people with different backgrounds to tackle the challenge together. Frans is the CEO of the Medici Group, a strategy consulting firm, and author of The Medici Effect and The Click Moment. I had the opportunity to speak with Frans at the Conference on Volunteering and Service, hosted by Points of Light. He shared why he believes diversity drives innovation and that the way we currently define success is flawed.
So what then is innovation? And what defines success?
Innovation is a creative idea that has been executed well and provides value. True innovation makes you stop and think or makes you appreciate how an old idea has been applied in a new context.
Innovation is surprising.
The following post is a continuation of a summary on Adam Grant’s presentation on his book Give and Take: A Revolutionary Approach to Success at the Conference on Volunteering and Service.
The premise to Adam Grant’s Give and Take is that there is more to the secret of success than hard work, talent and luck – especially as the world continues to become more hyper-connected.
What’s missing is generosity.
Givers excel in a collaborate work environment, but can burn out easily if they don’t see the impact of their contributions or don’t learn how to set boundaries. This is especially true for people in helping professions such as cause marketing, corporate social responsibility, and nonprofit leadership.
Here are Adam’s four tips for creating a culture of successful givers at your company.