Getting the Most Out of Corporate Engagement: 3 Strategies
Corporate social responsibility (CSR) programs encourage companies to make operations more environmentally friendly, operate more ethically, and contribute to charitable causes. But, sometimes, it can be hard to stay on track when planning and managing these CSR programs. Motivating stakeholders and employees to get involved is crucial to the program’s success, but it can be difficult to inspire engagement.
There is a misconception that CSR initiatives are only feasible for big corporations and conglomerates. However, if your company is a small, local business, you can still create a robust program that allows your business to make a difference. Plus, many ways to get involved in corporate philanthropy don’t require allocating large sums of money to nonprofits.
In this guide, we’ll explore how your business can strengthen its CSR strategy:
While nonprofits will always welcome financial donations, they also need in-kind donations of time and service. “Donated” time from passionate volunteers can help nonprofits go the extra mile to expand their pool of donors and reach new beneficiaries.
1. Motivate employees to volunteer.
Volunteers help make it possible for nonprofits to serve their communities. Most nonprofit professionals are already stretched thin, consistently wearing many hats to further the organization’s mission. By encouraging your employees to volunteer for an organization, you can help take some of the weight off nonprofit staff members’ shoulders.
Some of the ways to encourage volunteerism include:
Sponsoring a worthy social cause for your employees. Before landing on a nonprofit or cause to support your corporate philanthropy efforts, ask your employees for their input. Give them the opportunity to suggest the causes and organizations that matter to them. Settle on the cause your employees are most excited about so they will be motivated to get involved.
Offering incentives. Provide incentives like a certain amount of paid time off to volunteer for employees to give their time during standard work hours. Some companies also provide volunteer grant programs, giving a financial contribution to match their employees’ volunteer time to eligible organizations. Usually, these programs outline a specific donation amount the company will make per volunteer hour their employee gives to the nonprofit.
Partnering with other local organizations. Set up volunteer days with local organizations that excite your employees. Keep in mind that it’s best to seek out organizations that are relevant to the cause you’re supporting—running clubs are perfect for causes like nonprofit sports camps or charity races, for instance. For example, you might set up a day for employees to volunteer with a local running club that coaches young runners.
Recent studies show that 85% of volunteers donate to the nonprofits where they volunteer. By encouraging your employees to donate, you could help the nonprofit you’re supporting acquire a new pool of passionate donors.
2. Collect in-kind item donations.
One of the most common forms of in-kind donations is the contribution of specific goods and supplies to nonprofits in place of a financial contribution. For example, a school might request that donors give school supplies for its classrooms or donate sports equipment to the basketball team.
One way to collect items to donate to a nonprofit organization is to hold an in-kind donation drive at your business. If you own a running store, you might hold a sneaker recycling program where your customers can bring in their gently worn, used and new running shoes and give them new life. Sneakers4Good has a guide on what to do with old running shoes that explains how your business can set up one of these programs:
Partner with a social enterprise facilitator to help you run the recycling program.
Set up free shoe collection materials around your business and local community.
Once you’ve collected your athletic shoes, package them in free bags and ship them to your partner.
Your partner processes the sneakers—no effort required from your business!
Your organization receives a check!
Athletic shoe recycling programs are great for small businesses. Not only can almost anyone participate (we all have a few pairs of athletic shoes that we never use sitting around) but setting up the program is low-cost and only requires help from a few employees to be successful.
3. Get all of your stakeholders on board.
Let’s say you’ve outlined an engaging plan for your corporate philanthropy program, choosing causes that your employees are passionate and excited to support. Everyone at your business is enthusiastic, and employees chat about when to schedule the first volunteer opportunity. However, a major stakeholder at your company steps in, asking you to pump the brakes on the entire program because they don’t understand the value it provides for your company.
To get everyone at your business on board with participating in corporate philanthropy, you need to explain the many benefits of a robust CSR program. Some of these benefits include:
More engaged employees. Employees who participate in community service and other CSR activities are more engaged at work than those who don’t. More engaged employees are usually happier at work, leading to higher employee satisfaction, retention, and productivity rates.
Increased customer loyalty. Your customers see and value your efforts to support nonprofit organizations, especially for a cause they hold near and dear. Look for causes your customers care about and encourage them to get involved as well so they can witness your efforts firsthand.
A reputation as a responsible business. By investing in your corporate social responsibility program, you can build a name for your company as a responsible business. This activity improves customer loyalty and helps you reach new customers who insist on interacting with socially and environmentally conscious companies.
A robust CSR program can be incredibly rewarding for your employees and your company. By holding a running shoe recycling program, for instance, your company can become more environmentally conscious, help those in developing nations, inspire and engage your employees, and build a positive reputation in your community.
Businesses of any size can launch impactful CSR initiatives. By taking the time and effort to support the causes your company, staff, and broader community care about, you can highlight your values while contributing to social good.
About the Author
Wayne Elsey is the founder and CEO of Elsey Enterprises (EE) and a member of the Forbes Business Development Council. Among his various independent brands, he is also the founder and CEO of Sneakers4Good, which is a social enterprise that helps schools, churches, nonprofits, individuals and other organizations raise funds while helping to support micro-enterprise (small business) opportunities in developing nations.