Business of change: a resource guide for corporate-nonprofit collaboration

108 Pages·2009·1.708 MB·English

by  Gill Foundation and Weber Shandwick

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A RESOURCE GUIDE
for corporate-nonprofit collaboration
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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