Giving Thoughts

Aug
27
2015

Target: Working Collaboratively for Sustainable Impact

By Vicki Wray, Author, Communicating Social Impact

Target has a legacy of giving 5 percent of its profit, but for a long time it was not telling a collective story or using that story to help advance the business. In past years, messaging had targeted a variety of social impact programs and partners with fragmented media buys and limited reach. According to the Target marketing team, the net result was that, despite these efforts, few Target guests really knew what Target stands for or realized the positive impact the company was having in the community. While prior campaigns had briefly raised awareness, there was no sustainable impact.

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Aug
25
2015

Integrated Corporate Communications and Marketing Could Help Place Community Building at the Heart of Materiality

By Alex Parkinson, Researcher, The Conference Board

There is an emerging trend of integration in the corporate communications and marketing fields, which is predicated on the fact that companies are increasingly using storytelling and content development to engage with their customers in long-term relationships. This trend sees corporate communications—driven by authenticity, social purpose and localization—underpin marketing in a digitized social world. Instead of capturing the attention of customers with an entertaining commercial or advertisement, businesses have started to appreciate the importance of an ongoing conversation on the benefits customers can derive from products or services. All of this is good news for the corporate community investment world.

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Aug
20
2015

Quiet Revolution: How Millennials Are Changing Giving

By Teresa Zolnierkiewicz, Head of Philanthropy Segment, ANZ Global Wealth

Millennials are challenging the “me-gen” label by blending their careers with their desire to give back to society. And they are leading a quiet revolution in giving. This is the generation that reinvented much of what we once took for granted, like how we watch television (Netflix), how we communicate and connect (Facebook), and even how we decorate our homes (Etsy) around the world. Aligning their employer values with their own seems to be a necessity, with a 2014 Deloitte survey finding 60 percent of Millennials—those born from the early 1980s to early 2000s—citing their company’s sense of purpose as a factor in job selection. Now they are revolutionizing how we give to others.

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Aug
11
2015

Giving Thoughts Series: Nielsen and the World Food Programme—Revolutionizing Data Collection

By Alex Parkinson, Researcher, The Conference Board

The latest edition of the Giving Thoughts Series, entitled “Nielsen and the World Food Programme—Revolutionizing Data Collection,” is now available to download for free. Authored by Crystal Barnes, this piece showcases the mutual benefits that can be achieved through a strong partnership between a corporation and nonprofit.

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Aug
06
2015

Verizon: Letting Your Audience Guide Your Master Narrative

By Vicki Wray, Author, Communicating Your Social Impact

Several years ago, the Verizon Foundation took an opportunity to go into a “quiet period” and re-evaluate its path forward. The result was a decision to move from a philanthropic model to a social innovation platform. This shift allowed the Foundation to accelerate social change by incubating innovative technology solutions to benefit underserved populations. This realignment provided the basis upon which the company’s social impact narrative has been written. The underlying premise is the belief that mobile technology can help solve the biggest social problems and that Verizon has a critical role to play.

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Aug
04
2015

Q&A with George Khalaf: In the Middle East, Social Entrepreneurs Fill Voids Left by Public Sector

By Alex Parkinson, Researcher, The Conference Board, and George Khalaf, Regional Director, Middle East and North Africa, The Synergos Institute

Social enterprises are becoming a popular driver of social impact. This is true in the developed world, where organizations such as Lava Mae and Feeding Forward—both of which presented to The Conference Board Contributions Council II in San Francisco earlier this year—are creating exciting new models of service delivery. But more significantly, it’s also true in the developing world, where these organizations can deliver both social impact, as well as much-needed economic stimulation.

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Jul
31
2015

The Corporate Giving Puzzlement

By W. Keith Curtis, Chair, Giving USA Foundation

Giving USA 2015: The Annual Report on Philanthropy for the Year 2014 was released on June 16, and the 60th consecutive edition of this seminal report contains good news for anyone interested in the nonprofit world. For one thing, America’s individuals, corporations and foundations donated a record $358.38 billion to charity last year, the most ever, whether measured by inflation-adjusted or current dollars. So what happened with corporate giving in 2014? This post provides more perspective.

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Jul
28
2015

Medtronic: Using Gamification as a Campaign Focal Point

By Vicki Wray, Author, Communicating Social Impact

Good citizenship was—and still is—important to the founder of Medtronic, and it is ingrained in the company’s mission statement. While the company had long been focused on doing good, it realized it could do more, especially when it came to promoting the philanthropic work of its partners. The company paused to refocus its strategy around access to health care and created an integral role for communications in driving that strategy.

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Jul
21
2015

Ten Lessons on Multi-Stakeholder Partnerships

By John Heller, Senior Director, The Synergos Institute

“Partnership” is among the most over-used and least well-defined words in the English language. To get anything done these days, we are all supposed to be working in partnership. What does it all mean and what’s the use of all this partnering? And if we are going to be working in partnership, how can we ensure that partnerships are an efficient tool? This post presents lessons about multi-stakeholder partnerships drawn from the work of the Synergos Institute, a global non-profit organization working to reduce poverty and advance social justice.

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Giving Thoughts Series

The Giving Thoughts Series is a monthly online publication in which corporate philanthropy experts delve into the most pressing issues affecting our members.

Download the latest issues here:
Nielsen and the World Food Programme: Revolutionizing Data Collection

Flagship Programs: Focusing Corporate Social Investment for Impact

Data Quality to Further Philanthropy's Mission

The Civic 50: Best Practices in Corporate Community Engagement

Or visit our Giving Thoughts Series Archive to download all of our previous issues.