Show you C.A.R.E. Focusing on Context - Authenticity - Relevance - and Engagement for more effective corporate giving and communications
Ann Tartre Tyler J. Wagner Helps businesses, foundations and non-profit organizations Brand/communications strategist and writer specializing in advance social responsibility, sustainability and philanthropic corporate citizenship, sustainability, and social impact. Helps to objectives and get results. strengthen brand narratives and engage audiences with the right balance of substance and storytelling.
Corporate Citizenship is not just “the right thing to do”... ...it’s an extension of corporate strategy
Whether you set the strategy or not, you can help set the tone .
What’s at stake? More effective framing of corporate giving and philanthropy (via CARE) can: Garner greater executive support and buy-in ● Empower internal champions ● Increase engagement and improve morale ● Amplify impact and visibility ● Strengthen brand and reputation ● Deepen trust and strengthen stakeholder relationships ●
C.A.R.E. Context - Authenticity - Relevance - Engagement
What are we talking about? C → Context : How do your giving and citizenship efforts align with broader business strategy and impacts? A → Authenticity : What is the connection between giving and your vision/values? How do you measure impact? R → Relevance : Are you focusing on issues that matter most to your business and stakeholders? E → Engaging : Are you meeting the communications needs of your audiences?
Placing CSR/Giving in the appropriate context Business strategy → Economic / Environmental / Social impacts → Corporate Responsibility strategy → Giving strategy OBJECTIVE = Create value for ALL stakeholders
Communicating with authenticity Alignment → Vision + Values → Progress Speaking in one voice → Values in action → Common goal(s)
Maintaining relevance Addressing topics that are relevant to the business AND to key stakeholders (both internal and external)
Focusing on audience engagement Cater to the evolving tastes/preferences of your audience Corporate philanthropy and storytelling are an extension of brand → must be part of the same overarching narrative (not separate from or “in addition to” corporate brand/strategy)
https://www.brightn.co/brighter-brands
A FEW (5) QUICK EXAMPLES And a word of caution
http://www.autodesk.org/
https://www.tacobellfoundation.org/live-mas-scholarship/ https://www.tacobellfoundation.org/live-mas-scholarship/
https://cvshealth.com/social-responsibility/be-the-first
https://www.vancity.com/AboutVancity/InvestingInCommunities/ImpactLending/
http://www.internationalpaper.com/docs/default-source/english/global-homepage/footer/gc-report.pdf
A word of caution...
LET’S GET PRACTICAL ...practical….I wanna get practical… ...let’s get into practical...
Breakout activity guide: 1. Identify material impacts along the value chain 2. Identify key stakeholders 3. Connect the dots between stakeholder interests and material impacts Let’s pair up!
1. Identify material impacts Using a blank piece of paper: Sketch a simple “value chain” (inputs → business activity → outputs) ● Identify link between business activity and impacts (economic, environmental, social) ● Present your sketch to your partner
Identify potential material topics Identify link between business activity and impact (economic, social, environmental) Example take-home exercise Organizational/Business Goals Economic Impact Environmental Impact Social Impact Positive Negative Positive Negative Positive Negative 20% growth (example) Engage with Production Employment new may increase creation suppliers air emissions Expand to new cities (example)
2. Identify key stakeholders Using a blank piece of paper: Plot your key stakeholders in their appropriate “sphere of influence” ● ● How does corporate philanthropy positively affect these stakeholders? ( “What’s in it for them?” ) Present your sketch to your partner
2. Identify key stakeholders (cont’d)
Prioritize stakeholders Example take-home exercise Is this group strongly influenced by your … ? Does this group strongly influence your..? TOTAL Stakeholders Economic Environmental Social Economic Environmental Social performance performance performance performance performance performance Employees (ex) 1 1 0 1 1 1 5 Suppliers Local Community Customers Investors Etc Yes=1; No=0
3. Connect the dots Referencing your sketches (value chain and concentric circles) consider: What are the most important issues on which giving/philanthropy should focus? ● ● Are we clearly articulating the value of our giving/philanthropy for all stakeholders? ● Is there a clear connection between our organizational values and our giving? Are there gaps in our current approach? ● Are there opportunities to improve our messaging or expand the focus of our giving and communications ● efforts? Present back to the group
Connecting stakeholders and material impacts Economic Environmental Social Connection to CR/Giving Positive Negative Positive Negative Positive Negative Key messages Stakeholder/ audience Employees Customers Community Suppliers Etc.
Key takeaways Show you CARE: Context - giving as an extension of business and citizenship strategy ● Authenticity - vision, values in action, progress towards common goal(s) ● Relevance - focusing on topics that are material to the business and to key stakeholders ● Engagement - leveraging appropriate channels and touchpoints; integrated communications (“one voice”) ● HOW to do it: Focus on material topics in your value chain ● Identify and prioritize key stakeholders, and focus on the issues they care about ● Leverage appropriate channels and touch-points, cater to audience needs ●
https://www.thinkparallax.com/Insight/discerning-taste/
Thank you. Contact: Contact: Ann Tartre, Founder/CEO Tyler J. Wagner Founder, Chief Strategist SustainabilityNext BRIGHTN.CO 619.750.4747 | tyler@brightn.co 207.405.1561 | ann@sustainabilitynxt.com linkedin.com/in/wagnertyler/ sustainabilitynxt.com
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