We recently explored the history of corporate social responsibility (CSR) programs, and how skills-based volunteering (SBV) programs are a way many companies fulfill their CSR goals. Often, company’s want to build their brand through CSR, developing recognition amongst current and potential customers of the positive impacts the brand has within society. This recognition goes beyond simply convincing your potential market that your company is “doing good for others.” It’s about establishing your organization as a good corporate citizen.
To become that “good neighbor,” the most effective companies find ways to engage with their communities in a way that aligns with company values, employee skills, and customer interests–and that’s where SBV programs come in. Taproot can help you evaluate these factors and guide your organization in building a skills-based volunteering program that brings these elements together seamlessly.
“Building a strong CSR program is more than setting up a corporate volunteer program,” said Taproot Chief Program Officer Jackson Thomas. “By identifying how your employees can add value to nonprofits through their talents, interests, and passions, your company–and your people–will be able to connect deeply with the mission of their nonprofit partner–and build your company’s reputation as a good corporate citizen.”
With a carefully constructed SBV program, your business can build and strengthen its brand by showcasing your social impact agenda, telling story about your company, and differentiating yourself from your competitors and others. Let’s look more closely at each of these elements–and how Taproot can help.
SBV programs demonstrate your organization’s commitment to making an impact
As we wrote about previously, many companies are re-evaluating their existing CSR programs through the lens of environment, social, and governance (ESG) principles. This change has come about due to the impact of the many forces we’ve all experienced in recent years–the Covid-19 pandemic, growing social justice movements, and the emerging climate crisis are just a few examples. Besides these vivid moments from the news, corporate leaders also have more data points than ever before pointing to a need to build CSR programs that demonstrate sincere commitment to making an impact.
The 2023 Edelman Trust Barometer found that 65% of respondents buy or advocate for brands that represent their beliefs. The Edelman team also reported that consumers want more societal engagement from businesses and specifically cited climate change, economic inequality, energy shortages, and healthcare access as areas where they felt businesses were simply not doing enough. Finally, in their 2022 report Shaping the Sustainable Organization, Accenture shared that 74% of consumers “believe that ethical corporate practices and values are an important reason to choose a brand.” More and more, consumers are drawn to companies that demonstrate a commitment to social impact.
SBV programs can help a company showcase its social impact agenda in a concrete way and that aligns with the values of current and potential customers. In 2022, 92% of nonprofits surveyed by Taproot reported a lack of critical resources. By supplying the knowledge and skills to fill those critical needs, companies can demonstrate a deeper connection to a nonprofit’s mission–and offer strong and clear examples of their ongoing commitment to their communities. SBV is a way to authentically attract consumers that are aligned with your brand by telling a powerful story about your brand.
SBV programs tell a powerful story
Notable brands use storytelling to capture their essence, especially when it comes to talking about their commitment to making a positive impact in the world.
In fall 2021, Adobe launched its Equity and Advancement Initiative (EAI) to address systemic barriers and advance social equity, and SBV has played a key role in the success. Through SBV, highly skilled Adobe volunteers provided support for the EAI cohort members, amplifying each nonprofit’s reach, impact, and efficiency.
Adobe selected organizations for the EAI program that worked on issues related to the company’s existing Employee Network Groups, which support employees from underrepresented communities. By aligning their SBV efforts with their internal affinity groups, Adobe highlights a clear message about what the company values: a commitment both to their own employees and advancing social equity at large.
“Taproot’s programs and services have connected social good organizations with skilled volunteers through structured consultations and projects to help tackle nonprofit organizations’ critical challenges,” said Taproot CPO Jackson Thomas. “By providing passionate professionals with expertise in areas like human resources, finance, marketing, strategic planning, and IT, your organization can set itself apart from others and demonstrate how you bring your company’s values to life in a real and tangible way.”
With support from Taproot, Discover also established an SBV program that helps Chicago-based nonprofits solve their most pressing business challenges. Their SBV program provides local nonprofits with guidance and support to solve issues ranging from marketing and communications to finance to human resources to data and technology. Discover’s company values include “Volunteering,” and SBV brings that value to life in a way that can better connect their business efforts with their community engagement.
Both Adobe and Discover have a clear vision of what they intend to accomplish with their corporate citizenship efforts—and SBV demonstrates that vision. Ultimately, SBV is a natural way for companies to live their values in a clear and vivid way in the communities they serve, and that type of authentic engagement with the community provides a strong and engaging story to tell. Taproot can provide your company with advice on how to build an SBV program that best aligns with your values – and in turn, provides your business with a clear narrative about your company’s commitment to make a real and positive impact.
SBV programs help companies differentiate their brand
Companies need to differentiate themselves from their competitors by demonstrating their unique value proposition. Skills-based volunteering can help showcase the skills and expertise that a company wants to be known for.
One example is Blue Cross and Blue Shield of Louisiana’s “Preaux Bono Day.” By collaborating with Taproot, Blue Cross and Blue Shield of Louisiana’s “Team Blue” volunteers were partnered with local nonprofits to offer targeted support and expertise in the areas of marketing, strategy, HR and IT. These projects fulfill the company’s mission, “to improve the health and lives of Louisianians and bring Blue Cross and Blue Shield of Louisiana’s brand to life in a way that is tangible and distinct.
“Overwhelmingly, the nonprofits that we support provide services for Louisianians in the toughest seasons of their lives – including health crises, disaster and loss. Our commitment to our mission of improving the health and lives of Louisianians goes beyond our lines of business, and extends into doing whatever we can to make our home a better place for everyone,” said Blue Cross and Blue Shield of Louisiana’s President and Chief Executive Officer Bryan Camerlinck.
Standing out in a crowded marketplace
In today’s world, companies need a strong brand to stand out and attract the right kind of consumer that wants to authentically connect with your brand.
Taproot advises forward-thinking corporations and designs pro bono programs that leverage employee skills and talents, enable leadership development and collaboration, and support recruitment, retention, and innovation objectives.
We can work with your organization to design an SBV program that builds your brand through demonstrating your social impact, telling a powerful story about who you are as a business, and differentiating your business from your competitors and others. With more than 20 years of experience – and nearly 2 million hours of volunteer service – Taproot is uniquely positioned to help you bring skills-based volunteering to your organization.
More about SBV
This article is the second in a series about how skills-based volunteering can support your company’s CSR initiatives. Check back soon for our third article featuring tips on how you can engage your employees through skills-based volunteering programs. In the meantime, read more about CSR here.
