Business of change: a resource guide for corporate-nonprofit collaboration PDF
Preview Business of change: a resource guide for corporate-nonprofit collaboration
Covers_wbg.qxd:Covers_wbg 11/17/09 11:08 AM Page 1 A RESOURCE GUIDE for corporate-nonprofit collaboration Covers_wbg.qxd:Covers_wbg 11/18/09 10:13 AM Page 2 Through our partnership with Carbonfund.org , we have calculated and offset the carbon footprint generated by the production and distribution of our Resource Guide and CD. This took into account all paper, printing, materials, and shipping of the guide. Carbonfund.org is the leading nonprofit carbon offset and climate solutions organization. Learn more at www.carbonfund.org Business of Change ARESOURCEGUIDEFORCORPORATE-NONPROFITCOLLABORATION Authorship TheBusinessofChangewasresearched,writtenandproducedbymembersoftheDonor ResourcesteamoftheGillFoundationandtheSocialInnovationteamatWeberShandwick. Manyotherpeoplebothinside,andoutside,ourorganizationsgaveinstrumentalandcreative advice.WegivespecialthanksandacknowledgementtotheSocialInnovationFellowsand AdvisoryBoardmemberslistedonthefollowingpages. GillFoundation Establishedin1994,theGillFoundation’smissionistosecureequalopportunityforallAmericans, regardlessofsexualorientationorgenderexpression.Inits15-yearexistence,theGillFoundation hasbecomeoneofthenation’slargestprivatefoundationsfocusedonlesbian,gay,bisexual, andtransgender(LGBT)civilrights.Duringtheseyears,theFoundationhasinvestedmore than$162milliontosupportprogramsandnonprofitorganizationsacrossthecountrythatshare itscommitmenttoequalrightsforlesbian,gay,bisexual,andtransgenderAmericans. TheFoundationworkstoengageandeducatedonorstoprovidetheeffective,large-scale financialsupportnecessarytoachieveequality,andjoinswithlike-mindedorganizationsand individualstoputforwardasharedvisionfordoingso.TheFoundationworkstobroadenthe baseofLGBTandalliedsupporters—individual,institutionalandcorporate—thatareknowledge- ableaboutlocal,stateandnationalLGBTnonprofitsandtheimportanceoftheirwork.Inpursuit ofthisgoal,theDonorResourcesteamattheGillFoundationusesavarietyoftacticsincluding hostingsignatureOutGivingconferences,donorsalonsandpersonalfundermeetingsand encouragingtheformationofgivingcircles. TheFoundationstrivestoincreasesupportforequalitybyimprovingcommunicationswiththe Americanpeople,andbyraisingawarenessofthecontributionsmadebygaymenandlesbians tosociety.Today,asever,theGillFoundationremainsinvestedinequality. www.gillfoundation.org WeberShandwick WeberShandwickisaleadingglobalpublicrelationsagencywithofficesin77marketsaround theworld.Thefirm'ssuccessisbuiltonitsdeepcommitmenttoclientservice,creativity,col- laborationandharnessingthepowerofAdvocates—engagingstakeholdersinnewandcreative waystobuildbrandsandreputation.WeberShandwickprovidesstrategyandexecutionacross practicessuchasconsumermarketing,healthcare,technology,publicaffairs,corporate/financial andcrisismanagement.Itsspecializedservicesincludedigital/socialmedia,advocacyadvertising, marketresearch,andcorporateresponsibility.WeberShandwickwasrecognizedasPRWeek's 2009GlobalAgencyReportCardGoldMedalWinner,namedGlobalAgencyoftheYearbyThe HolmesReportandLargePRFirmoftheYearbyPRNewsin2008.ThefirmalsowontheUnited NationsGrandAwardforOutstandingAchievementinPublicRelationsforalifestyleseducational campaigninIndia. SocialInnovation@WeberShandwickisaglobalspecialtygroupandthinktankthatdelivers exceptionalvaluetoclientsandpartnersinterestedincorporateresponsibility,sustainability, strategicphilanthropy,causemarketingandadvancingsocialissues.Ourmissionistohelpclients embedandcommunicateinnovativeprogramsandprinciplesacrosstheirwork,contributetothe publicdebateonkeyissuesaffectingourworldandshowreturnoninvestment.Throughan approachknownasmob-sourcing—ormoso—theteamusesacollaborativedigitalplatformto discuss,debateanddevelopbest-in-classideasforclientsviathreeofferings:Planet2050,Social ImpactandtheGreenhouse.WeberShandwickispartoftheInterpublicGroup(NYSE:IPG). www.webershandwick.com ©December2009,GillFoundationandWeberShandwick.Allrightsreserved. BUSINESSOFCHANGE:ARESOURCEGUIDEFORCORPORATE-NONPROFITCOLLABORATION 1 Acknowledgments BusinessofChange AdvisoryBoard ProjectTeam YVETTEC.BURTON,PH.D. CHADBOETTCHER* BusinessDevelopmentExecutive,GLBTand SeniorVicePresident HumanCapitalManagementSegments SocialInnovation IBMCorporation WeberShandwick GREGCAMERON [email protected] ExecutiveVicePresidentand ERICDOUGLAS* ChiefDevelopmentOfficer SeniorOfficer WTTW DonorResources DARYLHERRSCHAFT GillFoundation Director,HRCWorkplaceProject [email protected] HumanRightsCampaign PATRICIAEVERT* KEVINJONES VicePresident DeputyDirector DonorResources Out&Equal GillFoundation CLAIRELYONS [email protected] Manager,GlobalGrantPortfolios PAULMASSEY* PepsiCoFoundation SeniorVicePresident DANIELJ.OSHEYACK ManagementSupervisor VicePresident,PhilanthropicInvestments WeberShandwick TimeWarnerInc. [email protected] PATRICKM.SHEAHAN ARIESDELACRUZ ExecutiveDirector,PublicAffairs SocialInnovationFellow UBSInvestmentBank REBECCAPYNE JOHNWESTFALL-KWONG SocialInnovationFellow DirectorofDevelopment JACOBWELDON LambdaLegal SocialInnovationFellow TANYAFEINSTEIN *Formoreinformationonthisresource Director guide,contactoneofourTeamLeaders. KRCResearch AMYJUARISTI GroupManager GlobalStrategicMediaGroup WeberShandwick AMYLEONARDI VicePresident CreativeStudio WeberShandwick 2 BUSINESSOFCHANGE:ARESOURCEGUIDEFORCORPORATE-NONPROFITCOLLABORATION Additional Thanks Wewanttothankthefollowingindividualswhoattendedourmeetingsoragreedtobe interviewedforthisprojectandwhoseexperienceandinsightsprovideduswithinvaluable directioninthedevelopmentofthisresourceguide. AudreyAtkins CordeyLash FritoLay InterContinentalHotelsGroup LeeAnderson DanielLee GeneralMills LeviStraussFoundation JarrettTomasBarrios DeanMarks GLAAD WarnerBrothers EntertainmentInc. JimBennett LambdaLegal Jean-MarieNavetta PFLAG A.LynneBowman EqualityOhio GrahamNolan StarcomUSA GeorgeCarrancho AmericanAirlines MattO’Grady TaprootFoundation ChrisCrespo Ernst&Young GaryOsifichin CadburyAdams ChristopherDumm Hetrick-MartinInstitute VivianL.Polak Dewey&LeBoeuf,LLP JeffFriedman JackMorton RobertRizzo SaraLeeFoundation LeslieJ.Gabel-Brett LambdaLegal JudyE.Schaefer SaraLeeFoundation KariHamon TimeWarnerInc. ToddSears CreditSuisse JamieHartman TaprootFoundation TimothyShowalter-Loch BestBuyCo,Inc. JuanHerrera MTVNetworks BradleySilver TimeWarnerInc. JodyHuckaby PFLAG MichaelSilverman TransgenderLegalDefense& TashaKersey EducationFund CreditSuisse ModestoValle KevinKing CenteronHalsted KPMGIT MarlaJ.Williams ThomasKoveleskie HolmeRoberts&OwenLLP NGLCCNY DavonWoodard MichelleKristel CenteronHalsted IntheLifeMedia HelgaYing JoshuaLamont LeviStrauss&Co amFAR Ourthanksalsotothehundredsofnonprofitandcorporateprofessionalswhotookthe timetocompleteouronlinesurveys.Theirresponseshavehelpedtoshapethefocusand contentofthisresourceguide. BUSINESSOFCHANGE:ARESOURCEGUIDEFORCORPORATE-NONPROFITCOLLABORATION 3 What You Need to Know Before Using this Guide THESTARTINGPOINT This guide is meant to be a starting point for enhancing collab- orative dialogue between nonprofits and corporations. Our research shows that corporate philanthropy is ever-evolving. Society now expects businesses to take a more active role in social and political issues than it did five years ago. The good news is that corporate leaders understand that strategic philanthropy programs can be an effective way to meet those expectations and are assigning greater importance to them. However,theimportanceofmakinganeffectivebusinesscaseforphilanthropic Thisguidebringstogether givingpresentsbothchallengesandopportunities.Itisindeedadifferentwayof theresearchundertaken doingbusinessandonethatrequiresmorefocusandplanningonthepartof byourteamofseasoned boththeprivateandnonprofitsectors. nonprofitandcorporate professionals,combined Thisguidebringstogethertheresearchundertakenbyourteamofseasoned withthefreshperspective nonprofitandcorporateprofessionals,combinedwiththefreshperspectiveof ofourcollegeresearch ourcollegeresearchfellows.Itisatruemulti-generationalcollaboration. fellows.Itisatruemulti- Wehavedistilledawealthofinformationintoaguidethatisuser-friendlyand generationalcollaboration. thatofferspracticalandactionablerecommendationsfornonprofitsandcorpora- tions.Throughoutthisreport,wefeatureconcreteexamplesofsuccessful partnerships—largeandsmall—thatcanserveasaninspirationforyourown work.Whilemanyofourcasestudiesfocusoncompaniesandnonprofits workinginthelesbian,gay,bisexualandtransgender(LGBT)space—asocial justicemovementthatpresentsitsownuniquechallenges—thecontentofthe guidetranscendstheissueareaandpresentsbestpracticesandkeylearnings foranynonprofit-corporatepartnership. Wehavenotedtheimportancefornonprofitstofindaninternalchampion workingattheirpartnercompanieswhowillhelptonavigatethecorporate culture.Weacknowledgethatsometimesitcanbedifficultwhenacompany publiclysupportsLGBTequality,andtheyneedtohavetheinfrastructureto weatherthestorm. And,whiletheinvolvementoftheCEOisacriticalcomponentofaneffective philanthropicprogram,wehavenotedthepoweroftheindividualemployeeto influencechange.Intheend,itisaboutpeopleconnectingwitheachotherand embracingasharedcommitmenttotheBusinessofChange. Wehavepackedthisinformationintoacompactbinder,andacomplementary CD,whichweencourageyoutosharewithyourcolleaguessotheytoocanplay aroleinthedevelopmentofnewstrategicpartnerships. 4 BUSINESSOFCHANGE:ARESOURCEGUIDEFORCORPORATE-NONPROFITCOLLABORATION WILLTHISGUIDEHELPME? Wehopethateveryonereadingthisguidewillfindthecontentvaluable. Ultimately,werecognizethatitisuptoyoutodecidewhatwillbeusefulforyou andhowyoucanincorporateourrecommendationsintoyourprograms.Only youwillbeabletodeterminehowmuchtimeyoucaninvestinestablishing strategicpartnershipsrelativetoyourresources. Theonethingweknowforsureisthatforging,buildingandsustaining relationshipstakestime.Thereisnoquickfixormagicbullethere.Butthe valueofthesepartnershipscanbepriceless. ResearchInformedOurRecommendations Research(notourintuition)hasinformedourrecommendationsinthis resourceguide.Giventherapidlychanginglandscapeofcorporatephi- lanthropy,wehaveaccessedthemostcurrentdata—bothquantitative andqualitative—fromavarietyofsources.Pleaseseethebibliography attheendoftheguide. Terminology Aspartofthechangingphilanthropyparadigm,terminologyischanging too.Somebusinessesrefertotheirpartnershipswiththesocialsector ascorporatephilanthropy,othersascorporategivingprogramsand morerecently,asphilanthropicinvestments.Forthepurposesofthis guide,wehavechosentousethetermcorporatephilanthropy.Wewill usethatterminologyevenwhenreferringtononprofitslocatedoutside ofmajorurbanareasthatmaybeleveragingpartnershipswithlocal businesses,notglobalcorporations.Weapplaudallpartnershipsthat fostercollaborationbetweentheprivateandpublicsectors. NextSteps Weareexcitedtosharethisinformationwithyou.However,inlightof therapidlychangingdynamicbetweenthepublicandprivatesectors, thereiscontinuedworktobedone.Ournextstepistodevelopaweb platformforthisguide,fromwhichwehopetocreateasocial networkingstructurewherenonprofitandcorporateprofessionalscan usereal-timemicro-bloggingtoshareideasandsolveproblems.The moregoodmindsandresourceswebringtothetable,thebetter chancewehaveofdevelopinginnovativepartnerships. TellUsYourStories Wewanttohearfromyou.Forgenerations,storytellinghasbeen usedasameansofeducatingandinspiringothers.Tellusaboutyour partnerships,sowecanlearntogether.Pleasesendstoriesofyour uniquenonprofit-corporatecollaborationstoPatriciaEvertat [email protected]. BUSINESSOFCHANGE:ARESOURCEGUIDEFORCORPORATE-NONPROFITCOLLABORATION 5 “ ASTRATEGICANDFOCUSED CORPORATEPHILANTHROPY PROGRAMCANBEAVIABLE ANDIMPORTANTCOMPONENT OFAHEALTHYBUSINESS. —MichaelI.Roth Chairman&CEO InterpublicGroup 6 BUSINES 6 BUSINESSOFCHANGE:ARESOURCEGUIDEFORCORPORATE-NONPROFITCOLLABORATION Contents 01 Authorship 02 Acknowledgments 03 AdditionalThanks 04 WhatYouNeedtoKnowBeforeUsingThisGuide 07 TableofContents 08 Introduction 11 Chapter1 TheLandscape: EvolutionofCorporatePhilanthropy 21 Chapter2 SurveyingtheField: 2009BusinessofChangeSurveyResults 51 Chapter3 AGuidingGlossary: TermsfromtheLandscape 63 Chapter4 RatingEquality: OrganizationsandIndices 73 Chapter5 EffectivePartnerships: 110QuestionstoConsider 87 Chapter6 CaseStudies: ProfilesinCorporate-NonprofitPartnerships 104 Bibliography BUSINESSOFCHANGE:ARESOURCEGUIDEFORCORPORATE-NONPROFITCOLLABORATION 7 “ IFWEONLYHAVEGREATCOMPANIES,WEWILL MERELYHAVEAPROSPEROUSSOCIETY,NOTAGREAT ONE.ECONOMICGROWTHANDPOWERARETHE MEANS,NOTTHEDEFINITIONOFAGREATNATION. —JimCollins AuthorandBusinessExpert GoodtoGreatandtheSocialSectors WhyBusinessThinkingisNottheAnswer Introduction The business of advancing equality requires a well-funded, robust network of LGBT and allied organizations working toward that goal. To that end, nonprofits must engage and cultivate an active and diverse support base that includes not only individuals and foundations, but also strategic partnerships with corporations. Inrecentyears,corporationshavebeenanalyzingwaystomaximizeboththe socialandbusinessbenefitsofcorporatephilanthropicprograms.Understand- ingtheuniquechallengesfacingthenonprofitsector,wewantedtounderstand whatthisnewwayofdoingbusinessmeant. In2008,theGillFoundationbeganmeetingwithleadersinthecorporate communitytoexplorethechangingcorporatephilanthropyparadigm.Itbecame clearthatthereneededtobesomekindofguidethatwouldprovidenonprofits andcorporationswithactionableandpracticalrecommendationstohelpfoster strategicconnectionsbetweenthetwosectors. Tohelpusexaminethechanginglandscape,theGillFoundationformeda uniquepartnershipwithglobalpublicrelationsfirmWeberShandwick,and togetherwecreatedthe2009SocialInnovationFellowshipProgram.We recruitedthreerecentcollegegraduatesfromColumbiaUniversityandHarvard Universitytoserveasourresearchfellows.AllhadbeenleadersforLGBT rightsontheircampuses. Wealsoassembledanadvisoryboardcomprisedofleadingadvocatesfromthe nonprofitandcorporatecommunitiestohelpguidetheproject.Ourgoalwasto accumulateanddistillbestpracticesandinnovativeapproachesonhownonprofits andbusinessesworktogethertopromoteinvestmentintheLGBTmovement. 8 BUSINESSOFCHANGE:ARESOURCEGUIDEFORCORPORATE-NONPROFITCOLLABORATION
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