Signature programs are one of the most important and results-oriented strategies within corporate social impact today. Why? These ownable, branded, and outcome-driven initiatives deliver on defined business and social objectives. They also help companies stay laser-focused on advancing commitments to improve lives.
In today’s climate with increased questioning about our work, building and refining these initiatives is essential. So, what does a great signature program look like? When designed well, they reinforce a company’s purpose and values, are expressed year-round within the brand and employee experience, and activate a company’s unique skills and assets. In other words, they become part of a company’s DNA.
The Invest, Engage, Lead(SM) anatomy of a signature program that our firm developed over the past two decades, has guided programs that are built to last. These best in class signature programs have a portfolio of highly intentional nonprofit partnerships with a defined impact model, a year-round approach to engage employees and key stakeholders, and a strategy to share the company’s voice and expertise within the issue arena. And, it goes without saying that the issue territory that the program rallies behind is a space that makes sense for the company and is highly relevant to its stakeholders.
Do you have a signature program? If you do, continue to innovate and keep it fresh with these best practices. If not, it’s time to create one! Now is the moment to bring extra intentionality toward putting your unique social impact “signature” out in the world.
And remember, don’t go it alone, the journey is fun, dynamic and challenging; it requires us to be Courageous Together.