Hi Sam. Tell us a little bit about your role at American Airlines and how you found your way into your current role? 

I serve as the Principal for Community Programs, and as such as part of the larger community relations and corporate social responsibility team at American Airlines.  I’ve specific responsibilities over global employee engagement in the community through giving and volunteering for community organizations, although we all support all aspects of our CSR efforts.  I also serve as vice president of the two public, non-profit organizations that handle our employee fundraising and giving activities in two areas: the American Giving Charitable Fund which handles employee donations to the (U.S.-based) charity of their choice (workplace giving), and the Family Fund which handles donations to employees in financial distress due to chronic illnesses or natural disasters in the U.S. and abroad.  It also makes donations to select community organizations in the U.S. only.

Other than an obvious (and important) social impact, what are some of the ways American Airlines benefits from the charitable activities it is involved with?

American Airlines can only be successful to the extent the people in the communities where we do business are successful.  Our customers, current and future, must thrive in an economic and social environment that will in turn allow them to purchase our products and services, thus allowing us the privilege to do with them what we do best – connecting people globally.  From an employee perspective, we take pride in clearly understanding the value charitable activities have on our efforts for employee engagement.  Corporate strategic sales and marketing efforts are complemented with employee engagement elements and vice versa.  Quite a few of our employee-led, grassroots efforts have grown into global programs that we support through advertising, editorials and cause marketing efforts.

What kind of methods do you use to inspire employees to engage in these programs?

We typically rely on our people’s natural desire to help others in need, creativity, competitiveness and the assurance that we’re partnering with some of the best charitable organizations in the world to do the job.  We also pay attention to their usual desire to work together in team projects and their ability to be part of a global effort with a local impact.

What process do you use to make sure the organizations chosen resonate with your employees?

We take two different approaches.  1) we rely on our workplace giving technology and our volunteer management system to understand which organizations have received the most support from both perspectives, 2) we work in collaboration with the departments that manage other aspects of employee engagement through support Employee Resource Groups, Joint Leadership Teams, Union/Labor Relations, etc.

 Are there any stories about a employee initiated project you would like to share? 

We’re extremely fortunate to have several stories we can share, but I’ll focus on one in particular.  In 1996, a group of employee volunteers came together in support of wish-granting organizations.  They worked with American Airlines to provide the air transportation needed to grant the wish, and raised the funds needed to pay for other expenses associated with the trip.  To date, thousands of employees have raised millions of dollars for families whose wishes to go to the Orlando-area parks have been granted in partnership with Give Kids The World Village and the American Airlines Miles For Kids In Need program – a program that also engages our AAdvantage loyalty program members by allowing them to donate their miles.  Last year alone, nearly 1000 employees helped raise funds, arrange transportation and hotel stays, and cheered at airport send-off’s for approximately 40 families from 12 different countries across the globe who were part of a week of fun and a bit of respite from the daily challenges associated with children with terminal or chronic health conditions.

In what ways will the recent merger with US Airways affect American Airline’s employee volunteerism and community involvement efforts?  Can you talk a bit about the challenges, and potential opportunities, the merger might present to these efforts?

It’s too early to tell what the impact will be, but we know it’s going to be positive.  Who knows that we may even leverage employee community activities to get to know our US Airways colleagues better, thus contributing to an even smoother merger implementation.

Lastly, Do you see any shifts or changes occurring presently (or in the near future) in the areas of corporate volunteerism, workplace giving programs, community relations, etc…? What’s on the horizon?

American Airlines employees are the ones that have really been leading the charge in a lot of the community work we do today.  They have become more selective in terms of what causes and organizations they want to support.  In general, I know people are focusing more and more on fiscal responsibility by the non-profit organizations they support, and that’s a very good thing.  People are making giving decisions with their hearts…and minds.  I also feel like technology will continue to play a huge role, especially social media/networks.  And, whereas reporting volunteer hours or dollars raised will continue to be important, impact, brand and reputation will be the name of the game.  At a time in our evolution as a society where nothing little to nothing is private anymore, transparency and the charitable organization’s ability to live up to a more educated donor/volunteer will be key going forward more than ever before.

Cause marketing is a cooperative effort between a business and a nonprofit for mutual profit. These partnerships can involve marketing campaigns designed to raise money for the nonprofit and increase sales for the business. They can also involve companies leveraging its assets, expertise, and employees to support nonprofit projects and causes. A successful cause marketing campaign can lead to stronger sales and more engaged employees for the business. For the nonprofit, it can lead to a new revenue source, more donors, and greater awareness of their cause.

It sounds simple enough, but how does a small business with limited resources get started with cause marketing?

To build an effective, mutually beneficial partnership with a charity takes some planning. So, before you dive head-first into the deep end of the cause-marketing pool, here are a few important things to consider:

Know thyself
Take time for self-reflection and ask and answer a few important questions:

• What does your business stand for? It’s purpose?
• What do you do well? What does your company have to offer?
• What sets you apart from the competition?
• Who are your customers/clients, and what do they value?
• What is the essence of your brand?
• What causes do you personally care about?

Identify the most important, unique, and valuable aspects of your business. It might take some effort to get beyond the easy, surface-level answers. But, if you take the time to dig a bit deeper, it will go a long way towards helping you create an effective and authentic cause strategy.

Remember, effective cause partnerships are about more than just you and your business – it’s a relationship between your business, a cause, and the community-at large (full of potential customers and employees).

Engage your employees in the process
What causes are your employees interested in supporting? Perhaps one of them delivers meals on wheels on the weekends or volunteers as a tutor at an after-school program. Mine your local treasures. Getting your employees involved in the planning process will ensure your campaign has the internal support it needs to take flight.

Do your homework
I can’t stress this enough. Take the time to research what other business in your space have done as far as cause marketing. You want to see what works and what doesn’t. Are there any campaigns out there that resonate with you?

Before you select a nonprofit partner – do your research. Effective cause marketing campaigns are build on solid foundations. When researching nonprofit partners, ask yourself these questions:

• Do they have the right infrastructure, resources, and leadership to support the partnership?
• Do they have a proven track record in serving their mission?
• Do they have financial stability and a diverse source of revenue?
• Will their brand align with yours or diminish it?

Think beyond money 
Successful cause partnerships aren’t solely based on raising money. They can involve non-cash support such as your employees volunteering their time and talent to a cause. It can involve your business donating products and services in-kind.

Years ago when I managed a travel agency in Boston, I established partnerships with a few nonprofits. One nonprofit we supported needed access to a bank of phones to make fundraising calls for a new campaign. I opened up my reservations office for three nights and donated the use of our phones.

Another nonprofit partner was holding a fundraiser on a Saturday night in the atrium of our building. They needed a coat room, and since our office was location in the lobby I offered the use of our office. We rolled in the coat racks and I volunteered to check coasts – problem solved.

Both of these no cost examples helped strengthen our relationship with the nonprofits while exposing our good deeds to potential customers.

Set the right expectations 
Be realistic, start where you are, test the waters. Successful campaigns require careful planning. Set realistic goals together with your nonprofit partner. You want your campaign to augment your current marketing efforts, not overshadow them. Be realistic about your businesses can offer in terms of time, talent and treasure.

Launching a cause marketing campaign for the wrong reasons can result in a serve backlash. Launching one with the right motivation and creativity will surely set you up for success.

Not sure if cause marketing is right for your business? Share your comments or suggestions below, or feel free to contact me directly.

Vianova (a Certified B Corporation since 2008) is always looking for ways to support the B-Corp community and help it grow.  B Corporation has made it their mission to ensure that businesses are measuring what matters – not just profits, but their impact on communities, employees, and the environment.  They’ve released a powerful tool (for free!)  that determines how a company is doing as compared to others.  Its called the B Impact Assessment, and their goal is to get 10,000 companies to use it (they’re already at 2,500).  Maybe you can help start a conversation about this in your workplace.

Do you have questions about B Corp or the B Impact Assessment?  Post them in the comment box below or contact Frank directly!

B – Cause: It Matters.

Each week, Vianova (a Certified B – Corporation since 2008) salutes a fellow B  Corp whose support for a cause is redefining success in business.  Our community of more than 600 (for-profit) Certified B Corps from 15 countries and 60 industries work together to not only “be the best in the world, but also the best for the world.”

Their slogan is “One Here. One There.”  For every backpack you purchase, Schoolbags for Kids donates one to a child in need.

However, this B Corp takes the “buy one, give one” model one step further by stuffing each donated bag with school supplies.  The bags run between $50 and $70, or you can simply choose to send One There for $10.  “There” is either Holy Cross School (Belize), Homes of Hope Orphanage (India), or Baan Rang Kratai School, Thailand.

Kalon Gutierrez (Co-Founder, Schoolbags for Kids)

Luis Manuel Garcia (Co-Founder, Schoolbags for Kids)

Kalon Gutierrez and Luis Manuel Garcia (co-founders)  are  excellent representatives of the B Corp community, and have shown how socially-conscious, for-profit companies can have an important global impact.

What do you think of the popular “one-for-one” business model?  Does it effect how you buy?  Share you thoughts in the comment box below!

Workplace bullying is damaging to targets, witnesses and the organization as whole. Targets become depressed and they lose their luster for work. Witnesses lose their loyalty to management. Organizations lose good employees and positive bottom line results.

Meanwhile, organizations that focus on maintaining positive and healthy workplaces have motivated and inspired employees, invest in success, increase retention and reduce turnover, have effective internal communication, demonstrate quality work product and customer service, attract better talent, and minimize costs on workers comp and potential litigation.

This week, Vianova sat down with workplace bullying expert Catherine Mattice to address the five most pressing issues on the subject, and how a manager/business owner should properly deal with the disruptive situation.

1. How common is it to find examples of bullying in the workplace?

CM:  In 2011 CareerBuilder.com released the results of their survey of 5,600 people. They found that 35% of people reported that they feel bullied, and this is consistent with the academic research.

 2.  Assuming no issues are being reported, what are some of the tell-tale signs that work-place bullying might be occurring?

CM: This is a loaded question! There are a lot of signs that there may be bullying, but they could also be signs of others problems too. For example, high turnover in one department could be a sign of bullying, but it could also be a sign that people are frustrated by some organizational process, so you have to dig deeper to know the answer. Other things to look for include low job satisfaction, poor employee evaluations, high absenteeism… really any signs that employees are unhappy. But then, you have to find out why they are unhappy – it could be bullying and it could be something else. The problem with bullying is that unless the bully is yelling in front of a group of staff members, it is very under-the-radar and therefore hard to detect.

One group of researchers found that when targets of bullying talk about being bullied, they use words like: captive, jail, raped, nightmare, dictator, shape-shifter, and evil. These are words that describe bullying, not conflict, so something to listen for if you are getting complaints.

 3.  How should an owner/manager/HR director approach the targets of workplace bullying?

CM: With a promise that they are going to address the problem; incidents of bullying should be treated no differently than incidents of sexual harassment. An investigation should be conducted, evidence and conversations documented, an incident report filled out, and a formal decision made.

If the complaint is found to be valid, the bully should receive the same type of action a perpetrator of sexual harassment would, as well as coaching and training so they can adjust their behavior.

If the investigation reveals that the grievance was not valid, or that the alleged bully isn’t a bully by everyone else’s standards, the target still needs assistance. The target came to you because they needed help, and you should provide it. It may be that the target needs a transfer, assertiveness training, or something else.

4.  How should an owner/manager/HR director appropriately intervene or discipline the antagonist?

CM:  Know that most bullies are bullying because they a) lack communication skills, empathy and emotional intelligence, and b) are frustrated by something or someone in the organization. Bullies should be set up on a performance management (or disciplinary) process where they are given the resources they need to make change and held accountable to that change. Resources for bullies include communication skills coaching from an outside coach, such as myself, and mentoring from a leader on the inside.

Also note, however, that bullying doesn’t happen in a vacuum. There is something in the organization encouraging the bullying, so that something needs to be addressed too. You can learn what it is through exit interviews, job satisfaction surveys, climate assessments, 360 degree reviews, focus groups, and other such methods.

5. What legal issues can arise if the bullying continues and is not addressed?

CM:  While there are just a few industries where bullying is illegal, right now bullying is technically legal in the United States because harassment laws don’t cover equal-opportunity-harassment. But, that hasn’t stopped targets for suing under Intentional Infliction of Emotional Stress and workplace violence.

In other words, people will always find a way to get back at the organization if they feel like their complaints were ignored. Implement a healthy workplace policy, and make the necessary adjustments in your culture to end bullying.

Mattice is the President of Civility Partners, LLC, a training and consulting firm that provides solutions for negative behaviors in the workplace. A subject matter expert in workplace bullying, she has published in over 40 trade magazines, presented research at international conferences, and appeared in such venues as USA Today, Inc Magazine, Entrepreneur, and MSNBC.com.

She is co-author of the book, BACK OFF! Your Kick-Ass Guide to Ending Bullying at Work, a book of practical tools targets of bullying can use to make real change, and described by Ken Blanchard as the “most comprehensive and valuable handbook on the topic” of workplace bullying.

How have you dealt with a bully in the past?  Share your experience in the comment box below!

As a forward thinking leader, you know that your success depends on your ability to adapt to change while delivering the right results – on time and within budget. Not an easy task in today’s fast-paced, competitive business environment, with evolving customer demands, new competitors, and pressure to do more with less.

Do any of these experiences sound familiar?

• You spent time and money on what you thought was a great idea, only to realize it’s not what your customers wanted.
• You spend too much of your time putting out fires rather than preventing them.
• Your competitor comes up with a brilliant idea – one you have been contemplating for a while.  Ouch!
• You spend all your time “in” your business rather than “on” your business.

If so, you are not alone.  These are just a few examples of common frustrations community service project leaders experience at one time or another. So, the question is:

Even if you can’t afford to hire a professional project manager, you can learn project management tools and integrate them into the way you run your business. Don’t make the mistake of assuming that project management is cumbersome, time consuming, and irrelevant. On the contrary, principles of project management include valuable and effective tools that yield exceptional results that are simple and easy to use.

The first important tool of project management is the simple “Project Plan.” Before you take another step, you must have a Project Plan that includes the following elements:

Your Project Plan is just one of the many simple project management tools and techniques available.

Has proper planning (or lack thereof) saved (or sunk) one of your projects?  Let’s talk about it in the comment box below!

While there are many ways you can make your board green, you will only be able to accomplish the shift successfully if the board as whole embraces this new direction. It is a good idea to formalize it by making it a policy that board members will have to adhere to. Being green is easy… but it requires willingness.

What “greening” methods does your board of directors institute?  Share in the comment box below!

 

 

#1  3BL MEDIA – Gives exposure to content throughout the most comprehensive network of CSR thought leaders, influencers, media points, professionals, and consumers.

 

#4  Sustainable Industries – An independent media company producing a web site, bimonthly magazine, industry newsletters, Webinar series, case studies, and the Sustainable Industries Economic Forums.

 

#2  Cone Communications – A PR and Marketing Agency that conducts well respected case studies in Corporate Responsibility.

 

 

 

#5  Net Impact – A community of 30,000 members who use their experience and jobs to tackle the world’s toughest problems.

#3  CSR Wire – The leading global source of corporate social responsibility (CSR) and sustainability news.

 

 

Honorable Mention Cause Marketing Forum – Provides business and nonprofit executives with practical information and connections to increase the number of successful company/cause alliances.

Did we miss any that you feel should have made the list? Post it in the comment box below!

Contrary to popular belief, a high base salary is not necessarily what employees value most when searching for a company to work for, and ultimately decide to stay with.  So what does attract and retain quality employees?

A 2011 Harvard Business Review Analytic Services survey revealed that 49% of employees polled said benefits and perquisites were an important reason to join a company, with 60% citing perks as the reason they stayed.  These findings are further cemented by the Great Place to Work 2011 Rankings— Best Small and Medium Workplaces, presented by Entrepreneur.com.  Though profit sharing and bonuses are still factors when earning a spot on the highly coveted list, what stands out is the emphasis these companies place on perks that bolster company values, and create an enjoyable atmosphere to work in.  Many times these programs and benefits require little in the way of resources, but result in higher productivity and greater employee satisfaction.

Here are a few in the Small Workplaces category that caught our eye:

CHAIR CURLING EVENT— Snagajob’s Culture Squad organizes the annual Office Olympics, during which Snaggers are divided into competing nation

#1 Snagajob.com 

Industry: Media—Online Internet Services
Location: Richmond, VA
2010 Revenue: Not Disclosed
Highlights:

• Annual office Olympics
• Monthly social ping pong tournaments
• Gym and on-site personal trainer
• Free breakfast, snacks and beverages
• “Community Work-Out” day to use volunteering

 

 

LET IT SLIDE— Employees of Dixon Schwabl take a ride on the metal slide from the second floor that ends right in the heart of the main lobby.

#3 Dixon Schwabl

Industry: Advertising & Marketing
Location: Victor, NY
2010 Revenue: $29,653,722
Highlights:

• 4 weeks PTO
• Birthday off
• Ice cream socials
• Unlimited free ski lift tickets
• “WOW Hours” (time off awarded to employees who go above and beyond)

NO DIRTY WORK —Akraya employees enjoy complimentary house cleaning services

#14 Akraya

Industry: Staffing & Recruitment
Location: Sunnyvale, CA
2010 Revenue: $32,500,000
Highlights:

• Focus on work/life balance
• Free bi-monthly house cleaning services
• Flexible scheduling & telecommuting
• 5 years of employment = Bonus week of PTO and a $5,000 Vacation budget

CHEAP TRICKS

Concerned your small business can’t afford to offer valuable perks? Get creative.

• If you can’t offer on-site child daycare, you can negotiate a group rate at a nearby child-care center.
• If you can’t reimburse an employee for tuition expenses, you can try a compressed, four-day workweek, giving the employee time to pursue a degree on their own.
• If you can’t offer free parking for your employees, you can set aside a space or two for a employee of the week or month.

or demonstrated exceptional leadership in their field.

This  week’s Changemaker is Jeff Jordan.  Jeff is the president and founder of Rescue Social Change Group, a marketing agency headquartered in San Diego, with offices throughout the U.S.  His passion for social change began in high school when he volunteered for an anti-tobacco group. Observing the lack of effective social marketing services, he began RescueSCG at 17 years of age.  As it continued to develop, he earned an undergraduate degree in Marketing from Johnson and Wales University in Rhode Island, and a Master’s in Experimental Psychology from the University of California, San Diego.

Today, at just 27, he oversees the management of over a dozen programs around the country.  As the developer of Social Branding, Jeffrey focuses on the relationship between identity, culture and behavior to cause behavioral change.  His company’s work focuses on adolescent populations (ages 10 – 26), tackling issues such as tobacco, obesity and violence.

Jeff’s task is not an easy one.  Unlike traditional commercial advertising agencies that focus on changing a consumer’s preference between brands (say Pepsi over Coke), RescueSCG seeks to alter behavior (turning Pepsi drinkers into water drinkers).  Its a tall order that most agencies are not equip to handle, but one that is necessary for the pressing social issues that are plaguing our youth.

Though the issues Jeff’s company deals with are serious, many of the tactics RescueSCG uses to promote behavioral change are fun.  For example, one counter advertising strategy (focused on reducing tobacco use among youths in the LGBT community) resulted in the creation of a bar and club-based campaign branded as CRUSH.  CRUSH  throws smoke-free events in Las Vegas (where there are no restrictions on smoking in clubs), promoting a lifestyle message that is “cute, fresh, and smoke-free.”  These events have been highly successful growing from just 100 young adults at their first event, to regularly turning out over 1,300 club-goers.

Jeff’s desire to create positive social change has developed into an important and powerful agency, and become a valuable tool that many organizations have used to facilitate change in their communities.  This young entrepreneur truly exemplifies what it is to be a Changemaker, and will no doubt serve as a source of inspiration for years to come.

So, what were you doing at 27? Feel free to share in the comment box below!