Navigating the New Frontier - Emerging Markets: Implications for Aligning Social Change with Business ROI

As multinational companies continue to explore growth opportunities in an economic downturn, emerging economies are dominating the strategic agenda and boardroom discussions. 

The economies of Brazil, Russia, India and China (BRIC) are projected to account for over 55 percent of worldwide GDP by 2020.  The number of multinational companies that are based in BRIC countries more than doubled from 27 in 2005 to 58 in 2009.  Whether a corporation is targeting a BRIC, Africa, or other emerging market business growth opportunity, they are also being forced to re-consider their social investments.

This is further fueling competition among organizations who are seeking the benefits of investing overseas, as well as the increasing evolvement of the relationship between business and social impact.

Despite the naysayers and ongoing responses to the recent Wall Street Journal article (The Case Against CSR-8/23), Corporate social responsibility (CSR) and sustainability is continuing to evolve as a strategic imperative for safeguarding a company’s brand reputation, engaging employees, driving revenue and sparking innovation.  

According to a study conducted by the UN Global Compact and Accenture,  93 percent of corporate CEOs say that sustainability will be critical to the future success of their companies including the following business actions over the next five years:

• Shaping consumer tastes to build a stronger market for sustainable products;
• Training management, employees and the next generation of leaders to deal with sustainability issues;
• Communicating with investors to create a better understanding of the impact of sustainability.

Among the survey’s additional findings, Education and climate change were identified by respondents as the ‘big issues’ they face, with resource scarcity and health starting to appear on the horizon.  Education was identified by 72 percent of the respondents as the most important development issue for the future success of their business, followed by climate change at 66 percent. 

The War for Talent Continues…

Our economic situation is also impacting productivity and creating talent shortages both in the US and abroad. Despite lay-offs and cost cutting, attracting and retaining talent remains a top challenge for global leaders as our new generation of leaders’ are flexible enough to work in different cultures.  Education systems in some developed nations, including the US, are struggling to create the talent pool needed for productivity gains and companies are challenged filling technical positions.

Corporations are poised to maximize their bottom-line growth by properly aligning business strategy with creating meaningful social impact. 

77 percent of CEOs state that embedding social engagement into business strategy is the most important action to take to prepare for 2020. Source: Pathways to Sustainable Value Creation: McKinsey.

The Wall Street Journal featured an analysis of the 30 companies in the Dow Jones Industrial Average and found that those with a large portion of revenue abroad are expected to fare better than those dependent on the US economy. Global players such as 3M, McDonald's, Coca-Cola and Hewlett Packard are cited among those poised to reap the benefits of investing overseas in fast-growing economies like China and Brazil. Source: WSJ: 9/8 -Divided by Two-Track Economy.

In this ‘low trust’ marketplace, multinational corporations have the opportunity to take a greater leadership role  addressing and providing solutions to some of society’s most pressing social issues.  For example:

The Impact of the Economy on Poverty: Despite the progress made with respect to the fight against extreme poverty between 1990-2005, (during that period, the number of people living on less than $1.25 a day decreased from 1.8 billion to 1.4 billion), in 2009 an around 55-90 million more people were estimated to be living in extreme poverty as a result of the economic crisis. Source: UN Millennium Development Goals Report 2009.

The State of Water: Some 1.1 billion in people in developing countries have inadequate access to water, and 2.6 billion lack basic sanitation.

Poverty in India: According to a new Oxford University study, 55 percent of India’s population of 1.1 billion, or 645 million people, are living in poverty. Using a newly-developed index, the study found that about one-third of the world’s poor live in India.

Child Malnutrition in India: More than 1.5 million children in India are estimated to suffer from malnourishment and 43 percent of children under five years of age are underweight, according to the latest UNWFP report.

Mother-to-Child HIV Transmission in South Africa: A high number of babies, around 70,000, are born with HIV every year, reflecting poor prevention of mother to child transmission.  HIV and AIDS is one of the main contributors to South Africa’s infant mortality rate, which increased significantly between 1990 (44 deaths per 1000 infants) and 2008 (48 per 1000), when other regions of the world saw decreases.

Local to Global..

To prepare for, properly operate and invest in emerging markets it is critical for an organization to:

-Understand the marketplace context, customs, culture and social issues

-Properly identify and align with nonprofits/NGOs that specialize in key sectors such as healthcare, education, nutrition and economic development

-Develop grass-roots programs that impact their local communities

-Further retain and attract talent under the halo of our ‘War for Talent' via development of employee engagement programs

-Engage and build relationships with critical stakeholders

-Develop partnerships that mobilizes action among businesses, government, civil society and community

-Report social progress and impact - integral to business performance and ROI

It is critical to evaluate and focus on the social issues that are integral to their business, products and services.  Ensure that these social issues are embedded into the business strategy and throughout the supply chain.  Also, devise social engagement strategies that are aligned with corporate marketing activities, community development initiatives, foundation giving, employee giving/volunteering programs, product and resource donations.

Corporations have the opportunity to ‘turn it up a notch’ by reworking their business strategy for future development and growth – capitalizing on creating solutions that truly benefit communities and corporate bottom lines. 

Emerging-market leaders prevail.

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By Sam Taylor, Founder of Reputation Dynamics and Senior Advisor to the nonprofit Synergos Institute. For more than 20 years, Synergos has created innovative solutions to address poverty and advance social equity in emerging markets around the world.

Resources/Links:

The Synergos Institute - www.synergos.org

The Wall Street Journal - http://online.wsj.com/article/SB10001424052748704855104575470202726780746.html

Accenture and UN Compact Study - http://www.unglobalcompact.org/news/42-06-22-2010

UN Global Compact Leaders Summit

BUILDING A NEW ERA OF SUSTAINABILITY - JUNE 24-25 - NEW YORK Chaired by UN Secretary-General Ban Ki-moon, the UN Global Compact Leaders Summit 2010 will provide the platform for organizations to convene, collaborate and commit to building a new era of sustainability – an era where environmental, social and governance (ESG) issues are deeply integrated into business based on both material and ethical rationales. At the Summit, leaders will collectively tackle priority areas that are central to corporate leadership today and essential for the transformation to sustainable markets and the achievement of societal goals. With over 1,000 global leaders in attendance, this triennial Summit will be the most important UN-business event ever held.

The Summit will be divided into three parts:

Part I: Setting the Sustainability Agenda

Corporate responsibility has always been defined by and evolved within the broader context of politics, power and technological change, and responded to the call for the greater good. A confluence of factors – notably the financial crisis and climate change – has finally pushed this agenda towards a tipping point. It is now widely understood that our globalized marketplace requires a stronger ethical orientation, better caretaking of the common good, and more comprehensive management of risks.

Part II: Leading the Change

Corporate sustainability leadership today calls for a sophisticated and comprehensive approach to integrating ESG issues across the organization – from the Board, down through the organization and subsidiaries, and out into the supply chain. It requires connecting sustainability issues and actions – moving beyond silos – and meaningfully reporting progress and impacts. Corporate leadership today also calls for responsible engagement in public policy spheres.

Part III: Achieving Development

2010 will mark a decade since world leaders committed to reduce extreme poverty and set out the Millennium Development Goals (MDGs) to be achieved by 2015. Much remains to be done – especially with negative impacts from climate change, food crises and the global economic downturn turning back advances. Poverty is a profound threat to global security, interdependence and building strong markets. Business can and must strengthen its role in finding strategic and effective solutions to combat global poverty, hunger and disease.

Reputation Dynamics will be attending this event and will report back.

Further information can be located at:  http://www.leaderssummit2010.org/

Sam Taylor

Embracing the Power of Women on the Front Lines of Community Change

As the ‘War for Talent’ continues, women are being increasingly recognized and actively participating in building stronger economies, more stable societies and achieving goals for economic development around the world. Women perform 66 percent of the world’s work, and produce 50 percent of the food, yet earn only 10 percent of the income and own 1 percent of the property.

Today, empowering women to take action is a critical component of corporate social responsibility (CSR) and community development initiatives.  Through CSR, organizations are mobilizing women to fulfill their potential by reducing poverty, fighting social justice and driving economic growth. They are providing women with access to healthcare, job training, technology advancement and education while boosting their confidence and encouraging them to make social change.

According to World Bank statistics, 53 million more people could fall into $2 a day in poverty as a result of the global economic slump – or up to 100 million more people according to the UN Millennium Campaign.

Top line Trends on Women:

• Women are increasingly becoming advocates and addressing key issues such as poverty, the environment, healthcare, education and arts/culture
• Women are playing a prominent role in their households and communities when it comes to philanthropy
• Women in the U.S. give an average 3.5% of their wealth to charity
• The volunteer rate of women was 30.1 percent in 2009 – Source: Bureau of Labor Statistics
• Taking a leadership position determining the future and value of charitable giving for the next generation – creating family charitable legacy

Snap shot on key issues women are addressing....

Zimbabwe         - Empowering Girls

Kenya                  - Accessing water

Cambodia          - Thwarting sex traffickers

India                    - Taking schools to children

USA                       - Creating leaders

Paradigm Shift: Women CSR Champions:  This, in turn, is effecting a major shift forcing culture change, transformation of organizations, community and workplace development programs.  Our leadership is continuing to be defined by innovative approaches that integrate sustainability into business operations, create a stronger workforce and build more impactful community development programs.

The following organizations’ are having a global impact on women by engaging in conscious commerce initiatives:

General Mills - Join My Village: Last fall, General Mills and CARE launched an initiative entitled ‘Join My Village,’ an innovative online community that is fighting poverty in Malawi through the empowerment of women and girls.  General Mills will donate up to $500,000 to increase economic and educational opportunities for women and girls in approximately 75 villages in Malawi, one of the poorest countries in Africa.  Through several activities such as telling a friend about Join My Village, or joining a village team – $1 will go to General Mills and will go to CARE’s poverty fighting programs in the Malawi villages.  Additionally, General Mills will match personal contributions dollar-for-dollar for up to $50 per donor, $15,000 per village or $150,000. Further information can be located at http://www.joinmyvillage.com/

Global Sister.org: A project of The Sisterhood is Global Institute (SIGI), is a global communications network and unique online social networking space, enabling women and organizations to collaborate, organize, and advance top-of-mind concerns such as violence against women, health and trafficking.  This is a virtual learning environment for women’s organizations to share and teach social organizing tools and techniques.  Further information can be located at http://www.globalsister.org/.

Unilever: Unilever has a number of programs that enable women to be progressively brought into the mainstream of economic activities to bolster development. The Fair & Lovely Foundation was set-up as a social initiative by Unilever Bangladesh Limited under its leading skin care brand Fair & Lovely. The mission of the Foundation is to "Encourage economic empowerment of Bangladeshi women through information and resources in the areas of Education, Career and Enterprise." The foundation provides scholarships that allow women to attend school and obtain degrees in fields such as engineering, commerce, science and medicine. Further information can be located at http://www.unilever.com.bd/sustainability/women-empowerment/FALfoundation.aspx.

The key is no longer ‘Why’ it is needed, but rather ‘How’ an organization is empowering women, developing and incorporating initiatives into core, everyday business and community development programs.

It is critical for an organization to treat and develop their own workforce well to be credible as they advocate for addressing pressing global concerns, impact and transparency of their programs.  Women’s career development programs are an important platform and link to CSR, as well as creating a global community of women citizens.  Through such programs, women are not only improving their economic potential but giving back to their communities through active participation and demonstrated impact.

And, they have the right and opportunity to earn more than 10 percent of the income and own 1 percent of the property.

Organizations have a timely opportunity to empower and galvanize a global grassroots level movement among women who are hungry to change pressing global concerns.

Sam Taylor

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CMOs Convene to Address ROI, Profits with Purpose, and Leading the Company Growth Agenda

The CMO Club Hosts Summit in New York on April 21-22

Special Panel on CSR and Cause-Marketing

Leading marketers will be sharing world class marketing practices within their businesses and how to drive the growth agenda through these economic times.  To provide a forum for CMOs to share their perspectives for the constantly evolving marketing landscape, The CMO Club, an exclusive organization for CMOs will host a Thought Leadership Summit - “The World’s Best CMO Conversations” from April 21-22 in New York City. Information: http://www.thecmoclubsummit.com.

The Summit, which will host more than 75 Chief Marketing Officers representing both Fortune 500 and mid-size companies, will feature a series of sessions and workshops designed and lead by CMOs.  Sessions will include - ROI: “Achieving Real Returns from Changing Traditional Media and Social Media” - Innovation: “How to Deliver Real Innovation” - and - Profits with Purpose: “Cause Marketing that Benefits Everyone.” 

Featured companies will include Gail Galuppo from Western Union, Jeffrey Hayzlett from Kodak, Steve Liguori from General Electric, Terri Graham from Jack in the Box, Barbara Goodstein from AXA Equitable, Babs Rangaliah from Unilever, Thomas Moradpour from PepsiCo, Tracy Dolgin from YES Network, Guido Sciascia from Barilla Foods, Neil Popplewell from Novartis, Morgan Johnson from JetBlue, among others.

The summit will also feature a special session on aligning profits with purpose:

“Giving Back: Real Insights for Cause Marketing that Benefits Everyone” - 4:30‐5:30 pm, Wednesday, April 21

This session will provide practical insights on how to use the power of cause marketing to benefit and engage key stakeholders. The traditional philanthropic‐based approach of cause marketing has fundamentally changed adopting a new strategic model to properly align profits with purpose.  Topics to include: 

• Creating a lasting emotional connection with consumers
• Demonstrating the social and financial benefits of your campaign
• Lessons learned from successful cause marketing campaigns
• Avoiding common pitfalls such as “Green Washing” and mission‐drift
• Choosing the right non‐profit partners and create the most value
• Enhancing your employee brand via cause marketing
• Developing effective social media strategies

Featured Panelists: 

• Mark Bonchek (Moderator), Executive Director, Qindred Foundation
• Renata Black, Director, 7 Bar Foundation - Case Study: Fusion Beauty (http://www.fusionbeauty.com/kissaway.html)
• Samantha (Sam) Taylor, Founder, Reputation Dynamics/Conscious Commerce
• Peter Land, Senior Vice President, PepsiCo

Heads of Marketing, CSR and Sustainability interested in attending the Summit can visit www.thecmoclubsummit.com or contact Pete Krainik at pete.krainik@thecmoclub.com.  To learn more about The CMO Club please visit www.thecmoclub.com.

Posted by advisory and founding member of The CMO Club, Sam Taylor.

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In Honor of World Water Day, Reputation Dynamics and Elevate Destinations Partner on Kenya: Water 2010

July 10 - 20, 2010

Registration Deadline: April 15 View full itinerary

5% of Trip Cost to be Donated to NGO Partner Organizations

As citizens and companies are becoming increasingly aware, we are facing a global water crisis, which is consigning large segments of humanity to lives of poverty, vulnerability and insecurity.

In fact, the United Nations estimates that by 2025, two-thirds of the world’s population will face periodic and often severe water shortages.

The UNDP Human Development Report argues that the scarcity at the heart of the global water crisis is rooted in power, poverty and inequality, not in physical availability of water.

In partnership with Elevate Destinations, Reputation Dynamics is offering an exciting opportunity for your company stakeholders (employees, customers, business partners) to understand the importance of water, as well as consider Kenya as an extension to your sustainability initiatives. Through conversations with local and international water experts, policy makers and NGO representatives, as well as project site visits, you will learn first-hand the significance of water for human, environmental and economic prosperity. 

Trip Overview:  Travelers will receive a comprehensive overview of the most important water-related challenges facing people in Kenya, and explore some of the innovative and effective solutions that have been suggested in response.

Participants will explore issues of environment, biodiversity, droughts, floods, transboundary water resources, sanitation and health, agriculture and fisheries, pastoralism, and other areas through a combination of activities: conversations with local experts, participation in daily activities, project visits, and tourism.

Paul Faeth, President of the coalition group Global Water Challenge based in Washington DC, will lead the tour.  Local experts will also accompany the group and add their own particular perspective on the issues of each region.

This trip is the first in a series of theme-based travel opportunities for global citizens wishing to understand and impact urgent issues.

Highlights:

• Nairobi: Learn about water distribution and sanitation in informal urban settlements
• Lake Victoria:  Explore the importance of integrated and transboundary water management for sustainable growth and development
• Northern Kenya:Learn about the devastating effects of the recent drought in Samburuland, and examine ongoing mitigation strategies.
• Maasai Mara:  Understand how deforestation has affected local communities, wildlife and the ecosystem

Partner organizations include Florida International University (FIU), Global Water Challenge; KickStart; the Lake Victoria Region Local Authorities Cooperation (LVRLAC); the Kenyan NGO Maji na Ufanisi (Water and Development); the Ol Malo Trust; and the WWF, among others.

More information:

View full itinerary

For more information and to register for the trip, please contact Sam Taylor at sam@elevatedestinations.com. Tel. +1 212 979 6092

Why is water important? Water has always played a key role in economic development, and economic development has always been accompanied by water development. Investment in water management has been repaid through livelihood security and reductions in health risks, vulnerability and ultimately poverty. Water contributes to poverty alleviation in many ways – through sanitation services, water supply, affordable food and enhanced resilience of poor communities faced with disease, climate shocks and environmental degradation. Water of the right quality can improve health through better sanitation and hygiene and, when applied at the right time, can enhance the productivity of land, labor and other productive inputs. In addition, healthy freshwater ecosystems provide multiple goods and services essential to life and livelihood. Water and sanitation are among the most powerful preventive medicines available to governments to reduce infectious disease. Investment in this area is to killer diseases like diarrhea what immunization is to measles – a life saver. Unclean water and poor sanitation have claimed more lives over the past century than any other cause. Source: UNDP Human Development Report 2006; UN World Water Development Report 3

About Elevate Destinations: Founded in 2005, Elevate Destinations is a leading global sustainable travel company offering customized adventures to travelers seeking to explore and impact the environmental, socio-cultural and economic conditions of the places they visit. Elevate Destinations offers travel to Africa, India, Latin America and Southeast Asia, and organizes donor trips for both profit and non-profit organizations. Every Elevate Destinations trip benefits environmental preservation and community development.

Posted by Sam Taylor

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"Corporate Social Responsibility's Role on Improving Women's Lives Around the World" - WebSeminar

International Women’s Day Web Seminar: March 8, 2010 -- 11-12:30 pm EST Corporate social responsibility (CSR), sustainability and 'Going Green' has emerged as a new management paradigm for safeguarding a company’s brand reputation, engaging employees, maintaining customers and driving revenue.  Our leadership in the 21^st century is increasingly being defined by innovative approaches that integrate sustainability and profitability. 

Sam Taylor, founder of Reputation Dynamics, will be joined by representatives from Royal Dutch Shell, General Mills and Unilever Bangladesh Limited who will discuss their Corporate Social Responsibility programs and how it is impacting women all around the world.

Women perform 66 percent of the world's work, and produce 50 percent of the food, yet earn only 10 percent of the income and own 1 percent of the property.

Through CSR, companies are empowering women in communities around the world to fulfill their potential by reducing poverty and driving economic growth. They are providing women with access to healthcare, job training, technology advancement and education while boosting their confidence and encouraging them to make social change.

Empowering women is a critical component of CSR initiatives and ‘How’ an organization can best develop and incorporate initiatives into their core, everyday business practices.

In honor of International Women’s Day, we will be  exploring how some top companies are changing the world by empowering women, learn more about their innovative programs, and how they are having a global impact on women by engaging in conscious commerce. 

The WebSeminar will be moderated by an early pioneer in corporate social responsibility, Samantha Taylor, Founder of Reputation Dynamics, and will feature presenters Josefine van Zanten, Vice President, Diversity & Inclusion from Royal Dutch Shell; Ellen Goldberg Luger, Executive Director, General Mills Foundation and Vice President, General Mills and Sabin Rahman, Internal Communications Manager, Unilever Bangladesh Limited.

Sponsors: PricewaterhouseCoopers.

For sponsorship and non-member registration information, email: sponsorship@workingmother.com

Additional information about Working Mother Media and WebSeminar: www.workingmothermediainc.com

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POWER TO THE PEOPLE: Reflections from Diversity Best Practices: Global Best Practices Session 2010.

The recent Diversity Best Practices session, hosted by The New York Times, convened 300 corporate diversity and inclusion leaders followed by a joint report out with CEOs.  This interactive forum featured three core topics including  implementing global gender strategies, developing innovative solutions for engaging people with disabilities, along with utilizing CSR as a vehicle for maximizing diversity and inclusion results.  Corporations have significant opportunities to address some pressing issues and implications for conducting business in today’s marketplace including:

• How powerful social and economic change can be enabled when girls and women have the opportunity to participate in their society. Women perform 66 percent of the world’s work and produce 50 percent of the food, while earning 10 percent of the income and owning 1 percent of the property.
• Aligning Corporate Social Responsibility (CSR) as integral component of key business and talent strategies.
• Devising innovative strategies for people with disabilities.  There are 610 million individuals with disabilities worldwide and 386 million of working age with approximately 80% living in developing countries.

Following are some key takeaways and perspectives on the advantages of CSR, diversity and workforce inclusion.

Despite lay-offs and cost cutting, attracting and retaining talent remains top priority for global leaders in 2010.

A new study revealed that only 45% of Americans are satisfied with their work – even in an economy where some feel lucky just to be employed.  Job satisfaction in 2009 hit the lowest ever recorded by the Conference Board research group in the 22 years they have been studying US workers.

The new war for talent is creating greater consequences for corporations’ reputation management, enforcing culture change, transformation and reenergizing of their brands, particularly the employee brand.

Fellow CSR panelists included Peter Lamberta, Manager, Office of Global Diversity and Inclusion, Whirlpool Corporation and Orlando D. Ashford, Senior Vice President & Chief Human Resources Officer, Marsh and McLennan Companies (MMC).  Sharing perspectives about their initiatives and best practices for developing the employee value proposition, they provided the following comments.

”It is critically important to develop and promote the next generation of leaders that will enable the company to grow and gain competitive advantage”  - Peter Lamberta.

Orlando Ashford highlighted in his presentation:

(1997) “War for Talent:” – “The most important corporate resource over the next 20 years will be TALENT: smart, sophisticated business people are technologically literate, globally astute, and operationally agile. And even as the demand for them goes up, the supply of it will be going down.” Source: 1997 War for Talent – McKinsey & Co.

“Understanding employee concerns is the foundation for creating the right infrastructure and developing deeper intellectual capital to conduct business in today’s marketplace” - Orlando Ashford.

Diversity and Implications for CSR…

Diversity is increasingly becoming a key factor for attracting talent and creating teams that can perform to their full potential.

The ‘Business Case’ for diversity states that in a global marketplace a company that employs a diverse workforce (men and women, people of many generations, racially diverse backgrounds, LGBT) is better able to understand marketplace demographics, able to sell more products and services, and thrive than a company that has more limited employee demographics.

CSR is increasingly becoming a branding imperative, strategic tool to deliver diversity and inclusion results, as well as source of leadership, growth and competitive advantage.  

The key is not longer “Why” it is needed, but rather “How” can a company best align diversity with CSR into business strategy, customer relationships and sustain a diverse global workforce. 

Consumers and employees continue to advocate for their favorite brands to address pressing global concerns such as climate change, poverty, economic development, healthcare and mobilize more impactful community development programs. They are the advocates for change.

Meanwhile, a major new talent incentive is creating CSR and diversity champions.   Employees are seeking to work for an organization with a reputation for being environmentally friendly, caring about their workforce and a great place to work.

And, they are asking for and want to become more involved with philanthropic, workplace and community development initiatives. 

95% - CEOs report that businesses must address social and environmental pressures of society and employees will drive companies’ efforts to address sustainability.  Source:  McKinsey & Co/MIT Sloan Management Review.

Furthermore, in reviewing employees performance evaluations and development plans, companies are considering community involvement as a major performance competency and compensation criteria.

This, in turn, is creating a more diverse and inclusive workforce and key driver of bottom-line growth and corporate reputation.

Yet, according to research uncovered by Climb The Green Ladder:  Make Your Company and Career More Sustainable, Wiley, only 1 in 10 employees feel they have the training and resources to help their firm become more sustainable – so training and employment engagement programs are critical to ensure well trained staff and inclusion.

We cannot underestimate the role and power of employees for storytelling, experiential marketing, stakeholder engagement and creating loyal brand champions.

Leaders of global organizations must increase diversity in the workplace and align with conducting business in a sustainable and socially-conscious manner.

They need to make it front and center of the business case for the long term, a critical component for talent acquisition, growth and innovation to thrive in today’s complex marketplace.

**

Sam Taylor

Diversity Best Practices - www.diversitybestpractices.com

For further information about CSR education, training and advocacy contact (212) 979 6092.

Reputation Dynamics Founder - Sam Taylor - Participating at Diversity Best Practices: CEO Symposium on February 9

Learn How to Sustain and Build Global Diversity and Inclusion Initiatives throughout Business. Hosted by the New York Times Company.

Diversity Best Practices specializes in facilitating discussions on diversity and inclusion among the most powerful leaders of corporate America.  Now in its fourth year, Diversity Best Practices' Global Best Practice Session offers its members a full day of research insights, best practice case studies and interactive discussion structured around three provocative topics:

• Implementing Global Gender Strategies: Utilizing Metrics and Accountability for Driving Gender Equality
• The Workforce and Long-term Implications: Innovative Strategies for People with Disabilities
• *Corporate Social Responsibility: The Vehicle to Deliver Diversity and Inclusion Results

Featured Speakers:

Janet Robinson, CEO, New York Times

Dr. Rohini Anand, Global Chief Diversity Officer, Sodexo 

Panel Details:

*Corporate Social Responsibility (CSR):  A Vehicle to Deliver Diversity and Inclusion Results

Sam Taylor, Founder, Reputation Dynamics

Peter Lambert, Manager, Office of Global Diversity and Inclusion, Whirlpool Corporation

Orlando D. Ashford, Senior Vice President & Chief Human Resources Officer, Marsh and McLennan Companies (MMC)

Leaders of global organizations are aligning CSR as an integral component of key business and talent strategies, leveraging their positioning to not only grow but also to sustain a diverse global workforce. No longer is CSR viewed as a “nice thing to do” but rather as a key strategic tool in creating a diverse and inclusive workforce.  

Stanford University surveyed 800 MBA students from eleven leading North American and European business schools and found that 94% would accept a lower salary - an average of 14 percent lower to work for a firm with a reputation for being environmentally friendly, caring about employees and about outside stakeholders such as the community.

Furthermore, in reviewing employees’ performance evaluations and development plans companies are considering community involvement as a performance competency and compensation criteria. How can CSR be utilized as a tool to drive market share and brand loyalty? How can CSR increases employee engagement? What’s being done to shrink the gaps and take steps forward?

For further information - http://www.diversitybestpractices.com/events/194

Stay tuned for Sam Taylor’s next blog posting – perspectives on utilizing corporate social responsibility to deliver diversity and inclusion results.

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Corporate Responsibility Rides Out the Recession - Investment in People and Training Key for 2010

Despite a difficult economic environment and companies cutting costs throughout their businesses, a surprising number of companies saw corporate responsibility as a priority and, in fact, are expanding their commitments. According to a survey by Boston College's Center for Corporate Citizenship, corporate responsibility is here to stay, with half of companies surveyed believing it will 'become more critical to corporate reputation and business success.'

The US recovery is being influenced via a nationwide social, business and community rebuilding mobilization. Sustainability development and social responsibility is continuing to provide the foundation for infrastructure redevelopment, empowering employees, restoring trust and confidence in business.

The growth of ethical consumerism is also impacting reputation and stakeholder engagement, forcing companies to further align sustainable program development with business strategy and integration throughout their organizations.

In fact, according to a report issued by PricewaterhouseCoopers, more than half - 62 % - of consumers bought because they liked the social or political values of the company. Nearly half of Americans said protecting the environment should be given priority over economic growth….and comes in the midst of a recession.

To be sure, companies continue to evaluate their program costs, business priorities and many reduce sustainability investments. We are not out of the woods yet.

2010 Predictions from Founder of Reputation Dynamics, Sam Taylor:

According to a Climb the Green Ladder Survey, 80% say they are willing to take actions that support sustainability at work. Yet, only 1 in 10 say they have the training and knowledge they need to make their workplaces more sustainable.  

• Attract, retain and motivate talent by creating sustainability champions: Train your workforce to innovate and advance sustainability solutions. Education is a catalyst that produces the entrepreneurs, technologists, thinkers, knowledge workers, teachers, and leaders who collectively make it possible for economies and individuals to prosper – and – create our future generation of leaders.
• Embrace the power of social media: Web 2.0 and collaborative technologies are transforming the work environment, business operations, delivery and transparency of corporate responsibility. Technological advancements offer tremendous opportunities to make a positive change in how companies approach business, economic and societal challenges.
• Protect thy reputation: Continue to align social innovation and sustainable development with the business model, stakeholders and integral to reputation management.
• Maximize monetary commitments: Forge deeper partnerships with non-profit social and environmental actors – NGOs, (UN Agencies, development agencies). Healthcare, poverty, education and workplace development are among top causes in need. Companies have a timely opportunity to collaborate with some new and innovative non-profit/NGOs who are in the trenches addressing key causes.
• End poverty in Africa: Support a project called the United Nations Millennium Development Goals. These eight goals, which the UN hopes to achieve by 2015, include reducing extreme poverty by half, halting the spread of AIDS and ensuring universal primary education. More information - http://www.un.org/millenniumgoals/

In conclusion: Now is the time to invest in our people and communities to mitigate environmental impact and promote societal advancement. The case for companies to do this has never been more compelling.

In 2010, Reputation Dynamics can help you align corporate responsibility with reputation management and performance:

• Strategic review and evaluation of your responsibility programs and impact
• Design and implementation of sustainable programs aligned with business objectives - including diversity and workplace initiatives
• Customized training programs to energize teams, develop a stronger employee culture and reinforce management's commitment
• Experiential marketing and story telling
• Develop grassroots education and community mobilization campaigns
• Identify and form deeper partnerships with nonprofit/NGO organizations
• Strategic briefing to your leadership and employees

Stay tuned for our blog facelift in 2010. Thanks for your support and your contributions to society.

By Sam Taylor.

Reputation Dynamics forms Partnership with Elevate Destinations to Offer World Cup Community Touring in South Africa

Reputation Dynamics, in partnership with Elevate Destinations, is providing several customized community tour options to complement travelers' experiences at the South Africa World Cup. The touring will introduce travelers to some of the issues and challenges prevalent in South African communities, as well as introduce innovative non-profit organizations seeking to make a positive impact. Tours can be organized for a minimum of 1 or 2 days or longer. Sample excursions include touring community projects in the historic Soweto area with former great soccer players such as Andre Arendse andLinda Buthelezi;a visit to the Boland Athletics Club, to meet with disadvantaged kids from the townships and farm areas around the Boland in Capetown; and a trip to Indigo Skate Park, situated in the Valley of a Thousand Hills in Durban – a rural area where skateboarding has brought hope to the community.

10% of tour costs will be donated to local communities and non-profits.

Key non-profit partners for this initiative are: The Sports Trust, which has sponsored more than 200 projects throughout South Africa and has mounted a campaign to distribute 20,000 soccer shoes before the World Cup, to disadvantaged children who cannot participate in the sport for lack of footwear; the Ubuntu Institute, a non-profit organization in South Africa founded by Cedza Dlamini (Nelson Mandela's grandson), which looks at the role of culture, heritage and indigenous knowledge systems in achieving the Millennium Development Goals in Africa; and Uthando South Africa, which supports a broad range of grass roots, community-based projects with substantial and enduring value to the most destitute and marginalized communities in South Africa.

Founded in 2005, Elevate Destinations is a leading global sustainable travel company offering customized adventures to travelers' seeking to explore and impact the environmental, socio-cultural and economic conditions of the places they visit. Key markets include Africa, India, Latin America and South East Asia.

Further information E:sam@elevatedestinations.com - 212 979 6092.

http://www.elevatedestinations.com/

Survey to Explore Keys to Winning Employee Engagement Programs | GreenBiz.com

Survey to Explore Keys to Winning Employee Engagement Programs GreenBiz.comEmployee Sustainability Education Impacts the Bottom-line.

Interesting survey to take and the deadline is November 30th. Supports the current trend that sustainability initiatives need to be engaged with, and championed by, employees within organizations. Sustainability and corporate social responsibility initiatives no longer just resides within executive and senior management teams - need to be integrated throughout the organization and supply chain.

Employee Mobilization is Key: For and not-for-profit organizations need to continue to harness the power of employees, gauge their opinions about green concerns, embrace them in grass-roots community mobilization and campaigns, as well as ensure proper integration with social community networking platforms.

Reputation Dynamics forms Partnership with Climb the Green Ladder: Sustainability Training Critical for Retaining Talent and Competitive Edge

Reputation Dynamics, in partnership with Climb the Green Ladder, provides training sessions for corporations and non-profits to learn all about sustainability and social change, the business imperative, as well as how to develop and champion stakeholder-driven programs. The program also features a special emerging market session on social change development in Africa. "Social change, sustainability and 'Going Green' is the evolution of an accepted management paradigm and a key component for safeguarding reputation and competitive business edge - despite an economic slowdown," said Samantha Taylor, Reputation Dynamics founder and president. "Many organizations have enjoyed substantial benefits from their programs, while others are still postponing development." Seventy-eight percent (78%) believe the value of a job candidate's environmental and sustainability knowledge will increase in importance as a hiring factor within five years. (The Engaged Organization: March 2009).

"Engaging employees with sustainability opportunities has become a critical factor, despite lay-offs, as organizations continue to struggle with attracting and retaining talent for the long term," added Samantha.

Companies continue to be under the gun to implement effective sustainability and social change initiatives to address society's widespread challenges including healthcare, poverty, environmental issues and workplace development - all in conjunction with greater stakeholder mobilization and driving profit.

Sustainability spans a variety of social, economic and environmental activities by organizations that demonstrate their commitment to society on a local or global level, responsible business operations, grass-roots education initiatives and accountability of charitable contributions. These policies and programs can be designed to complement and enhance a company's business strategy, mission, cultural values and workforce development initiatives.

Customized, collaborative sessions, led by Samantha Taylor and associate partner - Shari Aaron (author of Climb the Green Ladder: Wiley), will address trends, best practices and approaches for effectively aligning 'Doing Good in Society' with business, stakeholder and community needs.

A typical agenda includes the following components:

• Role and impact of sustainability, social change and green marketing
• Top global concerns
• Impact on brand, reputation and performance
• Making the business case
• The new relationship dynamics between the for-profit and non-profit sectors
• Integration within the organization - connecting the dots with the CMO, HR and employees
• Positioning and messaging for impact
• Experiential marketing and campaign development
• Emerging market spotlight - Africa
• Evaluation and results benchmarking

Please contact Sam Taylor for further details about the program, cost and registration:

sam@reputation-dynamics.com - (212) 979 6092.

Live from The Corporate Council on Africa - Perspectives on Aligning Social Responsibility for Africa

Joining hosts Ian & Tonya Fitzpatrick, hosts of Travel'n On Radio, from the Walter E. Washington Convention Center convenes experts in African and US business: Marc Cavaliere, Executive Vice President of South African Airways

Sam Taylor, Founder and President of Reputation Dynamics

Thad Simons, President and CEO of Novus International

Keith Bruce, President of SportsMark

Peter Greenberg, CBS Travel Editor

For more information about this week's program and to listen click on following link:

http://www.blogtalkradio.com/TravelnOnRadio/2009/09/30/LIVE-from-the-US-Africa-Business-Summit

The U.S.-Africa Business Summit attracted more than 1,500 leaders from the private and public sectors in the U.S. and Africa including U.S. and African heads of state and their cabinet ministers, along with CEOs of Fortune 500 companies, and heads of international organizations. In addition to a special speech made by Hillary Clinton and an agribusiness plenary, participants had the opportunity attend more than 50 industry-specific sessions including infrastructure, natural resources, health, financing, power, social responsibility and experiential tourism.

The Corporate Council on Africa - LIVE from the US-Africa Business Summit in DC

Joining host Sandy Dhuyvetter this week from the Walter E. Washington Convention Center TravelTalkRADIO brings experts in African and US business: Samantha Taylor, Founder of Reputation Dynamics Barbara Hochstellar, Airport Designer

Yusuf Reja, Founder and CEO of ZebraJobs.com Obinna Ekezie, President of Wakanow Tim McCoy, VP Member Services of The Corporate Council on Africa George Aboagye, CEO Ghana Investment Promotion Center

For more information about this week's program and to listen click on following link: http://www.traveltalkradio.com/TTR_760kfmb.html

The U.S.-Africa Business Summit attracted more than 1,500 leaders from the private and public sectors in the U.S. and Africa including U.S. and African heads of state and their cabinet ministers, along with CEOs of fortune 500 companies, and heads of international organizations. In addition to a special speech made by Hillary Clinton and an agribusiness plenary, participants had the opportunity attend more than 50 industry-specific sessions including infrastructure, natural resources, health, financing, power, social responsibility and experiential tourism.

Stay tuned for Sam Taylor's report back on the conference and implications for corporate social responsibility in Africa.

CORPORATE COUNCIL ON AFRICA’S U.S.-AFRICA BUSINESS SUMMIT

Aligning ‘Doing Good in Society’ with Business and Experiential Tourism

Reputation Dynamics Founder Sam Taylor will be moderating a panel on ‘Business and Experiential Tourism’ in conjunction with the 7th Biennial U.S.– Africa Business Summit: Realizing the Investment Power of Africa, to be held at the Walter E. Washington Convention Center in Washington, D.C., September 29 – October 1, 2009.

The African continent continues to show potential as a leading foreign direct investment destination for American businesses, despite the economic downturn nations around the globe are currently experiencing.

According to the IMF, Africa is still expected to maintain a positive growth rate of 3.4% for 2009, an impressive achievement for the continent. The continent is seeing increasingly higher levels of investment in industries such as infrastructure, financing, tourism, agribusiness, health, and energy.

About the Summit: The U.S.-Africa Business Summit is expected to attract more than 1,500 leaders from the private and public sectors in the U.S. and Africa. The summit has a stellar track record of bringing together U.S. and African heads of state and their cabinet ministers, along with CEOs of fortune 500 companies, and heads of international organizations. In addition to an agribusiness plenary, participants will have the opportunity to attend more than 50 industry-specific sessions and workshops on other promising sectors in Africa, including infrastructure, natural resources, health, financing, power, social responsibility and tourism.

Business and Experiential Tourism Panel Details
Thursday, October 1, 2009 - 10.30-12.00

Moderator - Sam Taylor, Founder of Reputation Dynamics

Panelists:

Elizabeth (Liz) Culkin - Vice President, ASTA
Leslee Hall - Botswana Tourism Board, Partner Concepts
Karen Hoffman - Tanzania Tourism Board, The Bradford Group
Dennis Pinto - Managing Director, Micato Safaris

According to the World Tourism Organization (WTO), ‘sun-and-sand-tourism’ has now matured as a market and its growth is projected to remain flat. In contrast, experiential tourism, encompassing eco-, volunteer, heritage, cultural, and adventure tourism is expected to grow three times faster than the tourism industry as a whole. Beginning in the 1990s, this sector has grown up to 34% per year and could grow to 25% of the world’s travel market within six years, taking value of the sector to $473.6 billion a year. The workshop will cover the opportunities for participation, investment and growth potential for the continent. About The Corporate Council on Africa: Established in 1993, The Corporate Council on Africa is a nonpartisan 501 (c) (3) membership organization of nearly 180 U.S. companies dedicated to strengthening the commercial relationship between the U.S. and Africa. CCA members represent nearly 85 percent of total U.S. private sector investments in Africa. The organization is dedicated to bringing together potential business partners and to showcase business opportunities on the continent.

Currently, 85 percent of all U.S. private sector investment in Africa comes from CCA members.

For more information and to register for the 7th Biennial U.S.–Africa Business Summit, visit: www.africacncl.org

CMO Club Roundtable: Smarter Approaches to Cause Marketing

Cause Marketing CMO CLUB Roundtable Podcast with Bruce Burtch, CEO - The Cause Marketing Catalyst, Lee Fox, Founder - KooDooZ, and Sam Taylor, Founder - Reputation Dynamics. Three cause marketing experts share insights in a roundtable conversation hosted by Pete Krainik, Founder - The CMO CLUB.

Topics include:

• CMO worthy definition of cause marketing
• Best resources for measurement
• Risks and rewards for non-profits and brands
• Importance of "brand-fit" between for-profit, not-for-profit, and cause
• How cause marketing affects consumer perceptions
• Emerging causes
• Closing recommendations for CMOs

Link to Podcast: http://www.thecmoclub.blogspot.com/

Cause Marketing Podcast - MP3 File For more information about The CMO Club - http://www.thecmoclub.com/

Repairing Reputations with Cause-related Marketing - Creating Positive Change for Financial Institutions

Teleseminar: Wednesday, August 26, 1–2:30 p.m. EDT
Public Relations Society of America - Financial Communications

Register now

Developing cause-related marketing initiatives is important for a financial institution seeking to increase brand awareness and regain trust.

Consumers are aware of organizations that support global concerns such as poverty, and increasingly influencing their buying decisions. Effectively integrating cause marketing can also help companies repair damaged reputations by donating resources and volunteer support to non-profit/NGO organizations. With current economic conditions, sponsorships of fundraising events are more important than ever and they are willing to negotiate these costs, as well as return on investment. Cause-related marketing is expected to reach $1.57 billion this year.

Why should a financial services firm use cause marketing to improve its reputation with its various stakeholders?

By getting involved in charitable causes and mobilizing employees, the company makes a positive impact in the communities it conducts business. This will translate into positive brand impact and strengthen stakeholder relationships such as shareholders, board of directors, employees, public officials and the general public.

You will learn:

• About corporate social responsibility and trends
• How to choose the right cause or nonprofit organization
• How to increase employee involvement
• How to leverage your sponsorship
• Best practices and approaches in cause marketing

PANELISTS:

Samantha Taylor - founder and principal, Reputation Dynamics
Steve Bumgarner - co-founder and co-principal, Capture Public Relations and Marketing
Dan Marks - chief marketing officer, First Horizon Bank

MODERATOR:

Keith Tolbert - marketing specialist, First Community Bank

TELESEMINAR: Wednesday, August 26, 1 — 2:30 p.m. EDT

PRSA Financial Communications Section Member $85
Member $190 / Non-Member $290

APR Accreditation Maintenance Credits Approved: 1.0

Click here to register!

On Campus from Broadway Theatre Project - Musical Theatre Arts Training Program

I am in my fourth year, on-site, supporting the Broadway Theatre Project's intensive musical theatre arts education program for high school and college kids. Today marks an exciting milestone in the history of - the start of its first Festival where the parents of the students will be able to attend workshops and learn about the critical skills needed to succeed in the professional world of entertainment. 185 apprentices from 28 states, as well as Canada and American Samoa, will be performing in the Festival from July 30-August 1. Numbers in the four festival performances have been directed and choreographed by members of the BTP faculty including Artistic Director Debra McWaters, So You Think You Can Dance - Ryan Kasprzak, Radio City Rockette - Kelly King, among others. Performances also include world premieres of workshops by Broadway Music Director David Loud and Broadway Composer Frank Wildhorn Frank Wildhorn’s number is from the upcoming show Bonnie & Clyde, which heads to La Jolla Playhouse in California and will then make its way to Broadway. Wildhorn also wrote the musical Wonderland, which had its world premiere workshop during the 2007 session of Broadway Theatre Project. David Loud’s numbers are from an upcoming concert of Kander and Ebb music called First You Dream that is heading to the Signature Theatre in Washington, D.C. this September.

Founded in 1991, Broadway Theatre Project is a prestigious musical theatre arts education program. For further information and to support this impressive program - http://www.broadwaytheatreproject.com/

RECESSION PROOF: Keeping Sustainability Development on Track

The trend continues to build momentum. Despite the state of our world economy, corporate social responsibility (CSR) increasingly dominates news headlines.

This shift toward greater social consciousness represents an important milestone in our history. It is aligning the interests of business and the public, as organizations and communities collaborate on 'Doing Good in Society'.

However, some major gaps still exist which need to be addressed. Trust and confidence in business is still at an all time low, as well as fragmented approaches being adopted toward properly integrating the CSR mandate with reputation management and performance.

Shame on You Financial Institutions

The recent bail-outs of several prominent financial services institutions have further compromised Americans’ confidence.

According to a recent survey by Harrison Group, 63% of wealthy Americans say they have lost faith in financial institutions.

Banks, mortgage companies and credit unions are being forced to do what’s right by revamping their pay/bonus structures, risk management systems, compliance and transparency policies - just to name a few.

While the financial crisis is forcing policy-makers to rethink an overhaul of (and in some cases, return to) market regulation and oversight to benefit the U.S. economy and mitigate risk, organizations continue to cut costs and are laying people off.

They are thinking short- and not long- term.

New ‘Era of Responsibility’ - Culture Shift for America

In parallel, Obama’s leadership comes at a time of change, hope and opportunity for America which can be further embraced via sustainability opportunities. This has further elevated the status of social consciousness within corporations and among the larger communities of stakeholders.This, in turn, will cause significant change in the business and policy environment requiring enhanced leadership from government, legislators, consumers and businesses. President Obama recently announced doling out roughly a half trillion dollars to include ‘green’ projects, from home weatherization to renewable energy.

Advancing community’s interests is becoming ingrained in our purchasing decisions as consumers are demanding that their favorite brands exercise a social consciousness that reflects their own. They are also being held accountable for their contributions to society and impact.

Wal-Mart: Role of Environmental Activist

Announced in The New York Times this week, Wal-Mart Stores affirms its mission to determine the social and environmental impact of every item it puts on its shelves including recruiting scholars, suppliers and environmental groups to help create an indexing system.

World Issues Cannot be Ignored

Water conservation, poverty, access to affordable health care, climate change and environmental issues continue to dominate top global concerns.

‘Checkbook’ philanthropy is a thing of the past, within in-kind products, services and expertise representing more than 60 percent of today’s corporate contributions. Cause alignment and philanthropy are increasingly being linked to value in the sustainability evolution.

However, more than 1.5 million nonprofits now are competing for scarce resources and attention from the public and private donors in the United States. Non-profit organizations are being forced to change the way they do business and address challenges such as leadership, vision and purpose differentiation.

Organizations must continue to embrace long-term sustainability and create more innovative strategies to protect business, improve stakeholder relationships and deeper community mobilization.

Some key long-term benefits for the CSR investment include:

• Regaining trust with customers, suppliers and business partners
• Reputation management and performance
• Opportunities to align and form stronger partnerships with fiscally healthy nonprofit/NGO organizations developing interesting community-driven initiatives in emerging markets around the world
• Motivating employees and attracting talent
• With advertising and sponsorships down, opportunities to create longer-term cause-related marketing programs that include grass-roots community education and awareness campaigns
• An opportunity to be holistic and less ‘silos’ by integrating programs and aligning throughout business and the supply chain
• Embracing Web 2.0 to mobilize and build stronger stakeholder relationships and community building initiatives /li>

In Conclusion. Our current economic crisis underscores the importance of building a truly sustainable economy for the long term – this not only requires leadership from government, but from for, not-for-profit organizations/NGOs, academia and consumers. Social innovation, sustainable development, trust and transparency are the new currency for tomorrow’s companies success and effectively riding out this recession. By Sam Taylor

NOT FOR PROFITS NEED YOU NOW - Narrowing the Divide Between our For and Not for Profit Companies-

In addition to the impact of the economy on for profit companies, the financial health of our nations non profit groups are rapidly deteriorating.

According to a survey of some 900 non profit leaders conducted by the Nonprofit Finance Fund, only 12 percent of those organizations expect to end the year with an operating surplus, compared with 40 percent who ended their most recent fiscal years with money on hand.

More than half of the respondents stated they need assistance communicating their financial difficulties to their boards and donors, underscoring a growing trend in the non profit world that government and the public ‘at large’ do not fully understand the important role they play addressing causes in need. This presents further challenges for stakeholder connections, mobilization and support to get ‘back on track.’

The non profit/sector and heritage has been at disadvantage to the for profit sector due to society’s perceptions about growth restraints and use of dollars beyond anything other than directly to program and services expenditures. Meanwhile, the for profit sector is permitted to use all the tools of capitalism to advance the sale of its products and services to consumers, need for track record of earnings and increased revenues.

Paradigm Shift.

Not for profits are being forced to change the way they operate, eliminate silos and conduct business due to the growth of social responsibility and changing dynamics of philanthropic giving. Mere ‘check book’ philanthropy will no longer suffice, with 60 percent of corporate contributions now attributed to the donation of products, services, counsel and staff volunteering.

Now, our suffering charities need some tools of capitalism to survive and continue to fight for societies causes most in need such as poverty, health care and human rights. On a broader strategic platform:

• They need more strategic, integrated partnerships and policies to establish a social safety net for the world’s most vulnerable people. In addition to food and nutrition support for drought-ridden populations and displaced people, there is the urgent need for growing more food in food-deficit regions such as sub-Saharan Africa, Haiti and Afghanistan.
• Bridge the gaps in life-saving health care that address major diseases such as HIV/AIDS, TB and malaria.
• Advocate for long term sustainability by directing global public investments to renewable energy, energy efficiency and combating climate change.

In turn, corporations have the volunteers, resources, geographical scope, products and services to help them. Yet, a divide continues to prevail in the relationship between the for and not for profit/NGO sectors that needs to be addressed to support their mutual interests for ‘Doing Good in Society,’ impact and success.

Meanwhile, we are still bombarded with fund raisers, donor appeals and volunteer opportunities – and – we have scaled back on our giving, become more skeptical, want more accountability and demonstrated results for our contributions.

And, we need to be better educated about causes in need and selections to make.

Not for profits, not only need the money, but need our time and more strategic, longer-term partnerships.

Following are some guiding principles for both for and not for profit organizations to establish stronger and more sustainable partnerships:

Not for profits:

The new rules of the ‘Ask’: Understand the corporation’s social and environmental vision and mission. Aside from the $$, assess product and services contributions, as well as developing educational initiatives and co-branding opportunities.
‘Story telling’: Do a better job at forging deeper connections with key stakeholders by telling stories, showing the work and ‘harsh’ realities of causes in need.
Brand relevance: It is really important to differentiate especially when donations are down and fight for limited dollars at an all time high. Further clarify, articulate and justify your mission, on and offline.
Stakeholder empowerment: Make donors and volunteers feel inspired about the mission, programs and beneficiaries. Reward them with acknowledgement and impact of their contributions.
Web 2.0: Embrace the tools and technologies to build media and social communities. Need I say again, the Obama campaign raised the bar on social and community mobilization.

For profits:

Selecting the cause: Poll and understand what causes mean the most to your company and key stakeholders in the context of the business value proposition – especially employees and customers – and what they want you to advocate for on their behalf.
Choosing the non-profit: Review the CEO, management, board, operations, vision, impact and resource needs of their programs and services – in addition to and beyond the $$ contribution.
‘Show and Tell’: Research and understand the cause, visit and/or see the project, programs/services, staff and clients.
Mobilizing the community: Volunteering is on the rise and to be encouraged among employees. Ensure staff are educated, provide ‘on site’ support and percentage allocation – individual social responsibility is increasingly being assessed as part of job performance.
Sustainable program development: With sponsorships down, develop longer-term cause-related marketing opportunities that include grass-roots community education and awareness campaigns.
Don’t take all the credit. Non profit/NGO partners should be included and acknowledged in the partnership, along with progress and demonstrated results.

For and non profit/NGO’s have a unique opportunity to commit and be braver establishing compelling new partnerships that we need to pull us through this crisis, have a fairer, more transparent and sustainable future.

Sam Taylor

Sources: Nonprofit Finance Fund.