These days, it seems like every startup is trying to figure out how to launch a social impact or “.org” arm. They see it helps build the brand, boost loyalty and even drive revenue. But, many aren’t sure how to start.
In my time working in social impact at Yahoo, Google and now at Twilio, I’ve learned that social impact can’t be “a nice to have” or something you add on so that your company is able to say, “We give back.” Social impact works best when it is an integral part of your company’s strategy, culture and values. How do you make that happen? Here are my tips for anyone who is getting started:
1. Figure out the unique assets your company can offer.
Too often, a company’s attempt at doing good in the world is inspired by the favorite cause of a philanthropy-minded executive. Instead, consider the assets and offerings of your company, and find an angle into helping the world that your company can uniquely provide. While I was at Yahoo, I was working on the company’s green initiative. At the time, Yahoo’s home page was viewed by hundreds of millions of people every month, so it became our greatest asset for sharing tips on how consumers can be more eco-friendly in their own lives.
Ask yourself, does your product make it easier to mobilize volunteers? Do your employees have a specific skill that’s hard to come by? You’ll drive more impact by drafting off the momentum of your company’s core offering, and you’ll generate a halo that makes sense for your brand.
2. Make social responsibility as critical to the success of your company as any other strategic initiative.
Build ties so that when your company grows and generates more revenue, you also increase your ability to generate social impact. With an estimated 10 million nonprofits worldwide, providing your products at discounted rates to nonprofits, like Tableau,