Social impact programs seek to spark change within a community and improve the lives of others through corporate time and resources. From finding a social cause that employees and business owners can get behind to creating campaigns and furthering the cause, there are many factors to think about when building a strong social impact program.
To help, 15 members of Forbes Business Council each discussed one thing leaders should keep in mind while building a social impact program for their own businesses. Follow their advice to help your company effectively make a difference.
Members pictured from left to right.
Photos courtesy of the individual members.1. Involve Your Employees
Get your employees involved. Ask them how they want to see the company culture reflected in the community. Look to your employees for feedback, as they may be aware of special programs or needs in your community. Then take action, pay employees for two days of community service and contribute a monetary contribution to the charity of their choice. - Francisco Ramirez, The ACE Group (TAG)
2. Ask The Community
When leaders are looking to build a social impact program, one thing they should keep in mind is how the target audience will participate and support the ideas presented. When we launch a social impact program, we want it to be effective in the community, so we ask community leaders to participate in designing the campaign. It is important to engage people who are motivated about multiplying the ideas together. - Lee Richter, Go Ask Lee
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3. Align With Company Values
Make sure that the social impact cause aligns with your company's values. If it is not in line with your mission and company culture it will look forced and in turn have a negative effect on what you are trying to accomplish by giving back. Stay true to yourself and your company by becoming part of a cause that accelerates both parties. - Patrick Frank, PatientPartner
4. Have A Clear Objective
When you’re picking a social cause to support, don't just go with one that is personally meaningful—find an issue that connects deeply to your business. Identify and be clear about your objective. Develop a purpose-driven mission statement that ladders to the mission/vision of the cause, which will provide authenticity to the work and outline the benefits of your social impact program. - Erica McMillan, Erica McMillan
5. Engage Your Entire Workforce
Leaders have to engage their entire workforce in order to drive social impact. One way to start—especially as we are approaching “giving” season—is by rolling out personal grant accounts and distributing digital funds to empower personal giving and ensure that every employee can participate. It’s an effective and equitable approach that can change the impact a company has on its community. - Susan Hunt Stevens, WeSpire
6. Tell Stories
Building a social impact program is directly related to the brand of the company. There are three main elements in each brand—the story, niche and authenticity. The company's core values, vision and story should be at the cornerstone of any program. Keeping the audience in mind and authenticity in the expression of the story and its link to social impact is key. - Nona Djavid, Part Time Million Dollar Business & ELIVATE Retreats
7. Promote Teams To Get Involved
Leaders must promote teams to come forward, and get involved. This doesn't just mean involving them but also making them feel valued. This puts more life into what you're conveying and it comes across as practical, relatable and believable, which is definitely more impactful. - Neha Madaan, Vanator
8. Go Beyond PR Strategies
Social impact has to be more than words. Using social impact as solely a PR strategy will ring hollow—and people will notice. Build in the values and the business practices to back it up from the start. - Cailin Rogers, Alta Via Communications, LLC
9. Show Credibility
Make sure you have the right to be a part of the conversation; showing up without credibility can spur backlash. Consistent and authentic connection with consumers is also key. For example, merely pinkwashing for breast cancer awareness or posting a rainbow for Pride Month is insufficient. Continual efforts that support a cause or a community are what’s needed as an ability to explain how your brand connects. - David Wellisch, The Collage Group
10. Implement Passion
Spur passion, passion, passion! When the social impact program is close to the hearts and core values of a company, the public can feel the excitement and the genuine values of the organization. Passion and alignment are the only way to really make a social impact. - Dennis Morales, DRINK LABS
11. Create A Partnership
Partner with another company or nonprofit that is already involved in said social impact program. This partnership allows you to leverage their expertise, brand recognition and tactics. It also almost certainly ensures that your social impact program will be all the more successful in the end. - Greg Welborn, First Financial Consulting
12. Provide Detailed Information
The most important thing leaders need to remember when building any social program is "givers gain." This means that the more information and help that is given to the masses, the more in return will flow back and return to them. Don't do it for yourself, do it for those you're making an impact on. - Joshua Steinberger, NextGen Restoration
13. Don't Overdo It
A lesson we have learned in our company is when you try to make an impact on social media outlets, set goals but be realistic and don't spam people with too many posts. This not only lowers the impact of successful social media impact campaigns, but also makes people lose interest and marks companies as spam. - Tammy Sons, Tn Nursery
14. Be Authentic
The most important thing is authenticity. If the perception is that it is built to make the company look good or overlook past screwups, that's a roadmap for failure. Good social impact programs are built from the voices of the employees, echoed by leadership and meant to create a more positive work environment that also benefits their community. - Tommy Linstroth, Green Badger
15. Honor The Program's Intent
Be authentic. Ensure it is viewed as being a strategic initiative with the purpose and goals clearly defined. Make it measurable. Seek opportunities where your team can engage with it in meaningful ways. Consider how it can strengthen your business (talent acquisition and retention, for example). Honor its intent and celebrate its impact in appropriate ways. - Gregory Roll, Touchpoint Associates
