Doing Good vs. Doing Better

“Put the time in up front, get your employees around the table, give them a chance to think about the kinds of things they would like to do in the community. A lot of employees can build their skills by doing these types of things. Getting the employees to take charge is a great way to build morale,” says Jocelyn Daw, vice-president of marketing and social engagement for Imagine Canada, a national not-for-profit group that promotes public and corporate giving, volunteering and support to the community.

“Many employees don’t want to work for a company that is strictly focused on making money. They want to work for a company that is involved in the community. There’s no question it improves loyalty and morale, leads to greater job satisfaction and greater retention, which at the end of the day translates into better financial performance.”

Step 2: Select your cause

Ideally, the project should have strategic value for the business to ensure it becomes sustainable and integrated into a company’s operations. Supporting a literacy program, for instance, can benefit a variety of businesses searching for new employees. Restaurants should consider donating leftover food or meals to needy people.

“There’s so many incredible things community groups are doing and they need help. You need to look at it strategically because there are so many non-profits out there. Choose an area that not only helps the non-profit but benefits your business as well. Think about a project your staff are interested in,” says Daw.

Step 3: Find partners

Once you have selected a cause or project, and have determined who will lead the effort within the company, select a not-for-profit group to work with. Representatives of the not-for-profit should meet with staff members to discuss specific projects and what the business can do to help in a meaningful way.

“There has to be some dialogue, there needs to be some research, whether that’s meeting face to face or conducting some actual research,” says Carruthers. “A true partnership is well balanced between the stakeholders. If the relationship is just about money, then it’s not a true partnership.”

Step 4: Develop a plan

Consult with your partner to determine what type of support you can give that goes beyond financial donations. Establish specific goals and objectives for the project, a marketing plan if one is needed, and create a detailed blueprint for achieving goals.

“Businesses can bring so much to the table. What form that involvement takes is really a reflection of what the cause or organization needs, and the specialized skills your business and employees can bring to the table,” says Daw. “There are lots of different ways you can get involved. As you’re meeting with the non-profit, you figure out the best way to get involved. Really it’s just getting out there and doing it.”

Step 5: Keep communicating with employees

To maintain the campaign’s momentum and keep employees excited, communication must be continuous and effective. Staff members working on the project should become cheerleaders as well, promoting the project with other employees and encouraging their support. This will boost staff morale and create pride in the company.

“Employees are a critical, competitive advantage for any business. Attracting, motivating and retaining the best staff is increasingly becoming a major challenge in Alberta and these types of projects can be a real advantage,” says Daw.

Step 6: Analyze the results

Study the results of your project and determine if the goals and objectives have been met. By establishing benchmarks early in the process, it will be much easier to determine the success of the project. For example, if you’re supporting a literacy program, set a target for the number of program graduates. If you are giving staff paid time to work with a charity, gauge whether this is more effective than donating the equivalent cash cost to the organization.

“Determine what is working and what isn’t. It’s inevitable that some things won’t work and this will help you make adjustments to improve the effectiveness of the project,” says Daw.

Step 7: Celebrate success

Don’t be afraid to toot your own horn and share the success with everyone in the community. Although most businesses do not get involved with a project for the glory, this step should not be ignored. It shows others in the community what can be done and it boosts the morale of your staff.

“Some people don’t want to tell anyone what they are doing. They do it because it’s the right the thing to do. That is absolutely honourable, but if no one knows about it, no one is able to learn from what you’re doing and do it themselves,” says Carruthers.

Although a successful project has tremendous benefits for the community and the business, a true CSR campaign has a formal structure that filters through to every level of business and is reflected in all its actions. Small business owners like Stewart can’t sit down and map out a comprehensive CSR campaign the way a big company can, but they can personally commit to the spirit of ethical and responsible behaviour and champion many community projects.

In fact, Stewart is the chair of Good for Business, a coalition of Calgary businesses and volunteer groups created in 2005 and linked together by a common belief in community betterment and social responsibility. “It’s surprising how many businesses are out there doing things. These are younger entrepreneurs who are very committed to their values and want to make a difference,” says Stewart.

“A lot of it is under the radar and a lot of it goes unreported. It reminds me a lot of the ’60s where there was such a passion to change the world and that’s happening again. It’s really a new movement of civic engagement and it will be interesting to see how it evolves and what kind of projects we take on collectively.”

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