How to – Create Sustainable Service Initiatives Corporate service initiatives are quickly becoming standard for firms seeking to attract and retain employees eager to align with organizations that weave social and community responsibility into their corporate culture. But if they turn into a one-time event, it won’t really engage or develop employees. Both employees and community members will see it as “lip-service” and a way for the company to project an image that is out of sync with its corporate practices.

Service initiatives are not a fad. Corporate responsibility is an issue that comes up more and more for prospective employees. If you want to integrate socially responsible efforts and avoid superficial “feel-good” efforts, there are some things you can do:


• Use your existing talent. Ways to help the community should be integrated into the daily activities of the employees. Helping out at the local homeless shelter at Thanksgiving is a nice thing to do, but helping out every week or month makes a different and more powerful statement.

• Look down the chain. Ask your suppliers and vendors what they do as community service initiatives and determine if they have service programs. Their activities can reflect on your business.

• Keep it quiet. One aspect of responsible corporate service programs that seems consistent is low visibility. This is not an opportunity for PR getting attention; it’s simply the way we do business.

• Is it making a difference to the recipients? That’s how you know it’s of service!

• Not every program will work. Low participation or unexpected negative outcomes can cause you to reevaluate or stop an initiative. That’s called learning. Not every idea will be successful but every effort is an opportunity to integrate service programs into the company culture.

• Inventory what can be reused or donated to help others. Make activities fun, simple, and streamlined. Measure the results and make sure people are aware of the impact.

• It doesn’t have to just be for the community. It can be a staff morale booster. An internal program that supports employees going through an especially difficult or challenging situation can provide much needed help to an employee in addition to an emotional lift to the organization.


NOTE: One thing you don’t want to do is pressure your employees to participate. It undermines the whole effort. Keep service initiatives flexible so that people can contribute in ways that they are comfortable doing so.

Clarify the link between what your employees are doing and the outcomes of their actions. Learning about the impact of your programs and events in the community is powerful. That is the best way to make your service initiatives sustainable.  9:46 AM •