3 Questions and ACTIONS for Envisioning a Better Corporate Citizenship Strategy
3 Questions and ACTIONS for envisioning a Better Corporate Citizenship Strategy
“Be a surfer. Watch the ocean. Figure out where the big waves are breaking and adjust accordingly,” wrote Jason Fried and David Hansson, founders of internet company 37 Signals, when asked to describe their approach to strategy.
As you scan the corporate citizenship ocean, what big waves do you see? Below, I have sketched out three questions and actions to help identify your company’s big corporate citizenship “waves.”
1. Why is your company doing corporate citizenship?
Of course it is, “the right thing to do,” but specifically, why is your company focused on that issue, program, or community event. How do your efforts contribute business, as well as social, value? In the case of oil, gas, and mineral companies, corporate citizenship may help establish a license to operate in the communities in which they operate. For professional services companies, pro-bono volunteer opportunities can provide professional development opportunities for emerging leaders. In these cases, corporate citizenship is addressing a specific business need. Are your sustainability, corporate giving, and volunteer programs addressing your company’s needs?
