David EtzwilerCorporate Philanthropy and Citizenship Leaders Need a New Script

By: David Etzwiler In: Corporate Philanthropy

14 Jun 2011

Earlier this month, a group of corporate citizenship leaders representing a range of industries assembled in New York to answer this question: What must we do to transform the corporate philanthropy and corporate citizenship fields?

The context of the question comes at a time when business’ role in society has been fundamentally altered. Globalization and the declining capacity of governments means the private sector is increasingly being asked-and sometimes required-to solve seemingly intractable global challenges in health, environment, education, and poverty alleviation. At the same time, leading corporations and their stakeholders are increasingly convinced that integrated business and social strategies are not only compatible, but good and necessary for their future prosperity.

Corporate citizenship and corporate philanthropy have leading roles to play in catalyzing business to create social and financial value. But, a mindset and role shift is required to move the field forward and realize the promise of the approach.

While corporate philanthropy-sometimes described as the “headlights” of corporate social responsibly-is eager to claim its full potential and contribute its unique value to society, significant barriers encumber the field. Internally, philanthropy and corporate citizenship functions are too often disconnected and marginalized from core business strategies. Externally, a lack of standardization means the collective impact and potential of the full range of corporate assets-beyond just the dollars-is too easily and too quickly overlooked. As a result, recognition of the true potential of philanthropy and corporate citizenship is fundamentally challenged by the story of who we are, what we do, and why we do it. We need a new narrative.

To help the field address these urgent issues and re-imagine the future, the Council on Foundations recently launched an exciting initiative masked by a pedestrian name, “Corporate Philanthropy 2012.” Sponsored and led by leading global companies, the project’s aim is to inspire a paradigm shift to reorient corporate philanthropy and corporate citizenship and equip the field with a practical roadmap on how to get there. The June 3 workshop in New York was part of an ongoing dialogue with corporate leaders that included six regional meetings earlier this year.

I know this transformational journey is one that the corporate field must take if we’re serious about maximizing our value and impact in society. I encourage you to follow along with us by weighing in through this blog post and others to come.

David Etzwiler is a Council board member, chair of the Global Philanthropy Committee, and immediate past chair of the Corporate Committee. He was most recently the vice president of Community Affairs and executive director of the Medtronic Foundation. Etzwiler co-chairs the Corporate Philanthropy 2012 Task Force with Ann Cramer of IBM. 

7 Responses to Corporate Philanthropy and Citizenship Leaders Need a New Script

Laura McKnight

June 15th, 2011 at 8:46 am

Wonderful initiative! Good for you for taking it on.

Melissa Pailthorp

June 15th, 2011 at 11:50 pm

Indeed, a worthwhile conversation and above is a great set up. My hope is that what will evolve will be deeper than the ‘for’ or ‘against’ dichotomy that seems to swirl around CSR and instead really dig into how a company might rise to the challenge, but not let philanthropy become just another strain of marketing. Is such commitment possible? If necessary ‘because of the declining capacity of some governments’ then what parameters should guide the field? Are corporate foundations the answer or are they by definition too distant from core business strategy?

I look forward to more (and a link to summary of 6 preceeding regional meetings?)

Thanks for your efforts!

Sylvie Laffarge

June 16th, 2011 at 10:06 am

Happy to read about this. It is such an ongoing issue and one all of us Corporate philanthropy colleagues have to tackle. CSR is definitely in transition. I look forward to this exchange and hope we can contribute.

Michael Bzdak

June 17th, 2011 at 8:34 am

I appreciate COF’s leadership on this important issue. The heart of the question is gaining an understanding, from various stakeholders, as to what is the role of business in society. Secondly, we should all be calling for a marriage of numbers and stories. Don’t underestimate the power of quantitative data coupled with compellling human narratives. We will discover that there are many ways that companies create value.

Marsha Shotley

August 19th, 2011 at 8:52 am

I look forward to learning more and participating in the Corporate Philanthropy 2012 work. As a corporate foundation we look to the national council to help us think through and recommend goals and strategies that can take our programs to the next level. This initiative will help us all in these fast-paced times through value creation.

Corporate Philanthropy 2012: The Conversation Is Just Beginning - RE:Philanthropy

October 11th, 2011 at 1:03 pm

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lcucpy

November 1st, 2011 at 9:50 am

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