Do you want to host an event for giving back to the community but do not know where to start?
One thing that the pandemic has done is show us the social issues that affect different people and to which extent.
In spite of the economic challenges posed by the pandemic, some companies in Kenya are still considering giving back before the year ends.
If you fall in this category or it is in your bucket list for a later date, but you are not sure of where to start, this article is for you.
1. Choose the right cause
There are numerous social issues that could use intervention from established companies; climatic change, healthcare disparities, workplace discrimination, teen pregnancies, mental health, etc. The good thing is that you do not have to be a large company or plan a mega event. You can be a startup and target local audience.
Social media is always an ideal place to explore people’s pain points and their desires. Choose a matter that you are not only enthusiastic about but you also have the expertise to handle and is in line with the organization’s values.
Consult the management team to ensure support because if some or all of the influential candidates are not interested in a cause, they may participate half-heartedly or not at all and the same can trickle down to employees.
It is equally important to engage your team as they are the ones who will help you to deliver the service to gather insights on how to make the CSR successful. These consultations will help you to set a clear intention.
2. Consult the right people
It makes sense to have people who are passionate about a social matter and have experience in it on the frontline than executives who know little to nothing about it. Working with such individuals, regardless of their career level in the company, takes the pressure off the entire planning process.
3. Draft the plan and seek approval
Record keeping is essential in every company. In this section, clearly define your initiative, your goals, KPIs, (target) partners, budget, target donors if need be, and duration. The clearer the details, the easier it will be to get a response if you have to seek approval from higher offices.
4. Invite partners or call for volunteers
Involving other industry experts and passionate individuals increase the success rates of an initiative. They will be bringing in fresh perspectives and it reduces stress on one team and allows them to input their best in the activities.
5. Inform your target audience early
CSR is a show of beliefs. Unless your regular audience is your target audience, you may need to explore out of the box to reach them. The easiest way is to collaborate with influential individuals, small businesses, institutions, government entities, and others. This makes the activity easier and increases the success rates; people are unlikely to jump into offers when they do not know the service providers.
However, do not just partner because of local networks. Rather, define your objectives and always go with those who subscribe to your narrative.
6. Make all the necessary preparations
The success of the initiative will depend on how well you have prepared for it. Use this time to get the relevant people on board, prepare the venue, compile resources, assign duties, and consult.
7. Continually communicate about the initiative
In as much as people are generally enthusiastic about matters that affect them personally and would like to be ambassadors of change, they still need reminders that an initiative is about to happen. Communicate to the target audience, your team, and partners. This keeps them in the right mindset to ensure the success of the initiative. Communication will also make you accountable and push you to continually review the plans for success.
Benefits of giving back from a business perspective
CSR offers numerous benefits to and from employees, investors, and executives. In an article published in Harvard Business Review on the important statistics of CSR:
- 70% of Americans stated that it is very important for companies to engage in CSR
- 77% of customers are motivated to buy from companies that engage in CSR
- 95% of employees believe that businesses should benefit all stakeholders: employees, customers, and communities they operate in.
- Branding and growth- CSR makes a company differentiate from competitors. In addition, companies that gave back to the community experienced approximately 10% growth in the last three years.
- Employee retention– from the statistics published by Harvard Business Review, 90% of executives believe a strong purpose in an organization drives employee satisfaction and reduces turnover and 93% of employees stated that companies should lead with a purpose and 70% said that they cannot work for a company that lacks a strong purpose.
- Top talent attraction– 92% of employees can recommend the employer to other candidates if the company has a strong purpose
Planning an event to give back for the first time does not have to be hectic. By breaking down the event to small manageable tasks and doing the needful, success will be inevitable.