Recently, Will & Way spoke with several of its executive clients responsible for leading the CSR strategy within their organizations. The findings were clear: the primary challenge in supporting a corporate cause or a portfolio of social impact and sustainability initiatives remains stakeholder engagement.
Organizations that excel and stand out are those capable of orchestrating a movement around their impact initiatives. This article outlines strategies to effectively mobilize these key players and demonstrates the competitive advantage of investing in such an approach.
The Importance of Stakeholder Mobilization
Engaging stakeholders, whether internal with employees or external with clients, suppliers, partners, nonprofits, and the general public, is essential to give momentum to your impact initiatives. Organizations that create a movement with their stakeholders benefit from increased innovation capacity, happier employees, and better stakeholder relationships, and have the opportunity to fuel positive change within their industry or with the communities they serve.
Mobilization: Practical Tips
1. Create an Inspiring Storyline: To engage, you first need to captivate people. Your cause or other impact initiative should be supported by a strong, inspiring, human, and engaging story. This narrative should allow each stakeholder to be touched by the objective and to clearly understand the role they can play in its achievement. A well-constructed narrative is a powerful tool to build affinity and inspire stakeholders to take action.
2. Identify, Educate, and Inspire Internal Ambassadors: Managers and leaders within the organization must be the first ambassadors of the movement. Their adherence and commitment are crucial for spreading the enthusiasm and importance of the mission throughout the ranks. It’s important to use these exchanges to explain why the organization supports the cause or impact initiative and how the societal or environmental issue affects your industry. Then, explain to managers their role as ambassadors and how they will contribute to achieving impact objectives. Finally, provide them with the necessary tools for successful deployment.
3. Mobilize Creatively: Mobilization should not be seen as a challenge but as an opportunity for enriching stakeholder experiences. Use creativity to design captivating initiatives: employee, public, or industry events, inspiration and training sessions, employee resource groups, awareness campaigns, or collective brainstorms that encourage collaboration, rapid innovation, and learning among participants. The goal is to create moments of interaction that are rewarding and beneficial for all stakeholders.
4. Encourage Mobilization: Give your stakeholders time and space to get engaged. Encourage them to share their opinions, actively participate in the cause or sustainability initiative, and become ambassadors themselves. Whether through volunteering, or team initiatives during work hours, facilitating and valuing their participation is essential.
5. Communicate Progress and Shared Success: Regularly communicating advances and success is crucial for maintaining engagement. These stories of shared progress reinforce the sense of belonging and motivation of all involved. Use these occasions to remind them of your shared goals and where you currently stand on your journey.
A Philosophy of Engagement and Collaboration
Mobilizing stakeholders around a cause or sustainability plan is not just a matter of strategy; it’s a philosophy of engagement and collaboration. Will & Way is there to accompany you in implementing these strategies and generating momentum for your impact initiatives. Together, let’s turn engagement into concrete and lasting impact.
