I am the CEO of MEBO International; the leader of Skingenix; and co-founder of the Human Heritage Project.
Employees are increasingly seeking companies that align with their values and are looking to corporate social responsibility (CSR) initiatives to test their compatibility. Even further, employees want to be involved in how businesses allocate charitable funds. In fact, a vast majority of consumers (84%) and employees (86%) believe they should have a say in where a business’s charitable funds go, according to the Engagement in Corporate Giving study conducted by Benevity.
In my experience as a leader in the nonprofit sphere, there are numerous benefits of letting consumers and employees have a say in where a company’s CSR donations go. It increases employee engagement as workers feel a sense of belonging—that their values align with their workplace. And when employees feel that alignment, they tend to be happier and more engaged, not constantly grappling with a value disconnect. According to a study from public relations firm Porter Novelli, 90% of employees who work at businesses with a strong sense of purpose say they’re more inspired, loyal and motivated.
Not only do CSR and charitable giving initiatives allow consumers and employees to connect with your brand more deeply, but they also help companies redefine their value in terms of social impact. Companies can give people a voice by allowing them to participate and choose where they donate their money. Charitable giving is one way companies can state their values and back them up with action.
How Business Leaders Can Crowdsource From Employees And Consumers On How To Donate
Company leaders and owners must collect and implement feedback on how to donate in order to create strong company cultures and align values. Here are three ways to do just that. (Hint: Listening is key.)
1. Establish a feedback system.
Feedback, when done right, is constructive. Listen to your employees and consumers in order to best understand how you can cater to them and better your business. This includes advice and feedback on how and where to donate. Maybe you learn through conversation that a team in a specific department participates in a charitable marathon every year. Perhaps your company decides to donate to the cause in order to also support that team.
The best way to get your employees engaged and feel valued is to listen to their ideas, goals, needs, wants and complaints. Create an environment and space where every player feels they can speak and participate, and that their opinion matters—no matter how other people on the team may feel about it. This could look like hosting a lunch meeting or afternoon tea for an hour every month to establish a feedback system.
It’s the same picture for consumers as well. Create avenues where you can listen to their input. Check social media comments, add a survey on your product’s website and offer an incentive, or spend time studying cultural trends. Identify what your employees and consumers care about and start researching ways to get involved in those places.
2. Partner with large organizations.
While writing a check is easy, it can be seen as superficial, changing the perception other people have toward your CSR initiatives. Maybe your company wants to take the next step and volunteer, host a gala, run a marathon for a nonprofit, etc. Partnering with nonprofits and non-governmental organizations will allow you to bring people in without having to host a big event on your own.
Events, activities and experiences allow consumers and employees to feel more involved and connected to a cause. It could also be beneficial to line up events and service opportunities with larger-scale causes or important dates. For example, if you are partnering with Doctors Without Borders and they are hosting a rally in New York, host your own local rally on the same day. This will make your volunteers feel like a part of something bigger (and take some of the burden of planning off your team).
3. Dedicate time for feedback.
Speaking of events, say your company is hosting a volunteer opportunity or participating in a big charity day. It can be easy to get caught up in the moment and not gather feedback. Put systems in place that allow your business leaders to hear feedback from volunteers. Perhaps you create a space for food and drinks where people can chat freely after an event. Or maybe you host a celebration dinner at the end of the year and post a QR code where people can submit feedback before the start of the new year.
Giving back is, of course, for the greater good. But for businesses, it also hits on corporate responsibility. Consumers and employees judge businesses based on their CSR, using initiatives as a factor in whether or not they will work or do business with a company.
When it comes to giving back, listen to your employees and customers and use that in conjunction with your values to guide your overall mission. Allowing people to have a say in your CSR initiatives will not only show them you care but also boost brand alignment and your overall business.
Article Credits: Forbes