Further Inspiration

Corporate Community Involvement is an evolving field, always changing. That's why in this space we offer you upcoming additional perspectives which we think may inspire you:

Highly relevant April 2017 general update:

Have a read if you're curious about what's strategically needed NOW (you might know the first couple of bullets, but not the rest):

- In the late 1990s, Corporate Community Involvement was a further development from corporate philanthropy and social sponsorships.
- Doing it strategically does not mean supporting 'any good cause', but to focus on the meta themes of education, health, jobs, environment - depending on the fit with the company's own business.
-- e.g. power companies and the environment; Coca Cola and use of water; publishing houses and education; IT companies and coding; banks/insurances and financial literacy; pharmaceutical companies and health
- Since about 2005: strategic Corporate Community Involvement has been all about capacity building.
- The even more informed approach today is the capability approach.
- Resulting appeal to companies: Strategic Corporate Community Involvement as 'capability building' no longer belongs in Marketing or Comms ... it actually belongs in HR!
- Because in HR's Learning & Development you find those people who best understand this topic - and who can therefore be properly informed partners for highly competent NGOs working in the fields of education (also including health education, environmental education) and job training. (If you want to support start-ups, though, you might need some colleagues from business development.)
- So: If you are in charge of your company's Community Involvement and happen to be working out of Marketing, Comms or Government Relations - at least start a competence collaboration with HR!

Herself originally coming from Marketing/Comms, in retrospect Veronica Scheubel understands with some embarrassment how clueless (though motivated) she was at the time in the field of education/what works in pedagogy! She had a huge learning curve and is still learning.


Supplement to Chapter 2:

Role Descriptions for Community Involvement Practitioners

What should the ideal practitioner bring to the job, both in terms of 'hard' and 'soft' skills? Have a look at Boston College Center for Corporate Citizenship's 'Community Involvement Leadership Competency Model

Supplement to Chapter 4:

Giving with Soul and a Business Plan

Charles Bronfman, one of the world's most generous philanthropists, has written 'The Art of Giving: Where the Soul Meets a Business Plan'. He says that philanthropy isn't about giving away money. "You're investing it in people and things that will make the world a better place."

To Bronfman, successful philanthropy requires a specific plan, rigorous measurement and a strategy of leverage (accomplish much more by getting other people involved). He explains: "Even writing the book is leverage. We're getting other philanthropists to think about how they can create results." Read more

Supplement to Chapter 5:

Business Integration of CI with Marketing

Cause-related marketing first emerged in the early 1980s. A new-born relative is 'crowd-sourced philanthropy'. Initiatives like Pepsi Refresh (www.refresheverything.com) use the Internet and social media to reach out to consumers and invite them to propose and vote on their causes to support, in areas like 'The Planet', health, arts & culture, food & shelter, neighborhoods, and education. Anyone can submit their ideas and vote for their favorites.

Supplements to Chapter 8:

The future of strategic Employee Volunteering

Veronica Scheubel's paper for a recent European Union conference argues for no longer creating a split between Employee Volunteering and Corporate Community Involvement, a split between sectors, and a split between company and society. The paper argues for competency-based secondments of employees towards innovative Corporate Community Involvement partnerships.

Here you can access an accompanying short video address by Veronica Scheubel on the same topic.

The why and how of Corporate Volunteering

Realized Worth put a very creative, interactive presentation online - worth clicking through for loads of inspiration and information!

Online Employee Volunteering Management Tools

Chris Jarvis of Realized Worth draws attention to more sophisticated Employee Volunteering management tools than pen and paper or an Excel sheet - introducing Angel Points, Volunteer Match, True Impact, Ammado, Volunteer Spot and Volunteasy: Easy and sophisticated online management tools for Employee Volunteering.

Supplement to Chapter 11:

Effecting Change

"The reality is that companies are intensely social environments. Product managers respond as much to the people suggesting ideas as to the concepts themselves. Decision makers react positively to certain tactics of persuasion and negatively to others. But above all, they pay attention to your trustworthiness."

Harvard Business Review offers insights on the 'Dividends of trustworthiness':