How Will Your Company Win in 2011 When it Comes to Community Investment?
What do you want to be known for in 2011 and beyond? How can you tie your community investment back to your business objectives? If you want to be in the business of doing good you need to clarify who you are targeting, what you are doing, and how you will do it. Otherwise how will your corporate philanthropy differentiate from that of your competitors?
1. Focus on what is important to your employees, customers and key stakeholders.
Humana is in the business of providing health insurance. In this business they recognize their unique opportunity and responsibility to help citizens in their community live healthier lives. Humana has made a transparent decision to focus on improving consumer health because it is important to the community it serves .
2. Maximize your impact by engaging partners in the public and nonprofit sectors to leverage mutual commitments to causes.
Last year, Great-West launched Great-West Great-Teachers, an initiative designed to provide teachers with the resources needed to give their students a well-rounded financial education. Through a partnership with Colorado Jump$start Coalition, Great-West was able to leverage the organization’s expertise and make their financial education curriculum more available to teachers who wouldn’t otherwise have access.
3. Have a plan to see your commitment through.
There is never a shortage of need in the community and as an executive with budget making authority it is easy to make an emotional decision about where to give back. But do you understand how the business’ commitment affects employees? Are you really reaching your target market? Are you really able to make a long-term impact?
Cheers to you for a healthy and prosperous new year!
