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OnPurpose PR

Communicating Purpose Beyond Profit

developing social impact programs

The Process of Making a Difference

February 10, 2018 by onpurposepr Leave a Comment

What is your purpose? We’ve heard this question bantered about for quite some time, especially as it relates to business. Without a clear purpose, how do you know what products you will manufacture or who your target audience is? How will you know how to lead your team through the bumps and bruises of daily business operations?

As I work closely with purpose-driven companies, it’s clear to see they are embracing this concept not just as a one-time exercise, but a way to do business every day. Plus, it’s not just the CEO’s who are on board, but entire teams who are looking to support the cause in their individual roles.

 

Step 1: Ask the Right Questions

Identifying your business purpose and accompanying vision, mission, and values begins with asking some questions. These questions can be in the form of face-to-face meetings, a short survey, or a balanced combination of both. The goal is to find out from each of your constituents how they feel about the company, its current state, and its plans for the future.

Most of my clients utilize a combination of detailed surveys, face-to-face meetings, and facilitated workshops. Surveys are typically deployed to internal team members, while customer interviews secure the balance of the information. Engaged employees and satisfied customers have to be at the center of this exercise.

 

Step 2: Decipher the Data

Survey responses and qualitative data are compiled, analyzed, and then summarized. The end result is that there should be a few key themes that rise to the top that will serve as the foundation for a future mission statement. For example, does the data point to stellar customer service or outstanding communications between your team and their clients? Perhaps your product or service is the key differentiator.

Whatever the data points to, an important next step is to communicate the results to your team in order to land on those key points that will drive your mission, vision, and values going forward. While there may be a temptation to “be all things to all people,”, this can cause confusion to employees, clients, and future nonprofit partners.

 

Step 3: Discover Your Company’s Mission

With informed data in hand, it’s time to meet with the teams. While the leadership team is always welcome to attend these meetings, it’s recommended that they simply set the stage at the onset, and leave the rest to the facilitator. This is the best way to secure feedback that is open, honest, and unbiased.

As I facilitate these sessions, I have seen previously quiet employees speak up and traditionally outspoken employees begin to listen to the conversations around the tables. Inevitably, everyone leaves with a sense of ownership in the process. It is this ownership that will drive team members to commit to the company vision on a daily basis.

 

Step 4: Select a Social Impact Partner

A singular purpose, backed with a vision for the future will be the catalyst that brings about business success. This success, when shared with a thoughtfully-chosen social impact cause or partner, has the power for your business to make a real difference.

With so many nonprofit organizations to choose from, how do you know which is right for you? At its simplest, look for a partner who can benefit from the products or services you offer. Another may be to align with a partner who complements your industry. For example, if you are in the business of manufacturing, perhaps you select a partner who can benefit from your overruns.

The process of identifying your business’ vision, mission, and values is filled with many discoveries – many of which may come from sources you did not expect. However, once the process is completed, the real work comes as you strive to implement on a daily basis. In order to be an authentic company, driven by purpose, your vision must meld into everyday business operations. Then and only then can you see it come alive for employees, customers, and your community.

Filed Under: Company Purpose, Purpose Tagged With: 2018 public relations trends, developing social impact programs, how to conduct information gathering meetings, popular mission statements, purpose-driven businesses, what are a company’s values, what is a mission statement

Three Tips to Make a Social Impact in 2018

January 5, 2018 by onpurposepr Leave a Comment

It’s the New Year. The rush of the holidays are over and you and your team are ready to resume normal business operations. However, for purpose-driven companies, their daily routines include ensuring that their business is giving back to their community through their social impact initiatives.

Selecting a nonprofit partner that aligns with your business purpose is the first step. This partner should mesh with your company culture and more importantly make sense to your customers and other constituents. While one and done financial donations are admirable, having a social impact program that can give back has staying power.

Begin In Your Backyard

It can be overwhelming trying to select a nonprofit organization when there are so many needs in the world. It’s best to begin where you are. Look around at your local communities as it is highly likely there are a variety of organizations already in place that could benefit from your support.

Many nationwide nonprofits have local chapters for which you could become involved. For example, The United Way, American Red Cross, or Habitat for Humanity are terrific causes that help so many in need.

Ask Your Team and Clients

You may find that your clients and team members are already heavily involved in volunteering which makes them a great resource for discovering an applicable nonprofit for your organization. Company-wide or departmental meetings or even a quick survey are great ways to secure this information. Not only will this likely provide you with a variety of ideas, it may very well identify causes for which you were not aware of.

Perhaps it’s a local shelter, animal rescue, or food pantry. Remember, it’s not the size of the nonprofit organization that matters, but the impact you and your team can make in your sphere of influence. Additionally, by selecting a cause for which your clients already support, you can partner with them on activities or join them at charity events.

Take it Up a Notch

Looking to make a big splash? Consider aligning with the global sustainability goals as published by the World Economic Forum. With seventeen goals ready for the taking, your organization should have no trouble finding one that will work for you. Established in 2000 by the United Nations, these initiatives have one goal in mind: to eliminate poverty, hunger, illiteracy and disease for good.

Using these sustainability goals as a foundation should make it easier to develop a social impact program that is aligned with your business purpose and helps to ensure that no one will be left behind.

As you approach the New Year, take some time to evaluate your existing community commitments. If your community partners have been in place for a few years, it may be time to review the impact that you’ve made to date. Consider assigning this role to a few members of your team is a guarantee that creative ideas for future initiatives will be discovered. Additionally, placing this responsibility with them ensures that it will be a living breathing component of your daily operations.

Filed Under: Company Purpose, Purpose, Purpose Beyond Profit, Social Impact Program Tagged With: 2018 business goals, corporate social responsibility programs, developing social impact programs, global sustainability goals, new years resolutions, trends in CSR programs, world economic forum

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