Balancing NGO partner priorities with corporate goals in CSR projects. How can you find common ground?

Na minha experiência, sempre pautamos e direcionamos os objetivos dos projetos conectados a agenda 2030 e aos objetivos de desenvolvimento sustentável, isso funciona como um norte. Depois desse primeiro alinhamento verificamos com a Instituição, que é especialista no território quais são os fatores de desenvolvimento e impacto que serão medidos e garantimos que essa análise será realizada sistematicamente com uma quantidade mínima da população impactada. Esses "fatores" são revistos anualmente afim de garantir o impacto esperado e para correção e alinhamento de rota do projeto.

O alinhamento de visão e objetivos é fundamental. Mas como garantir esse alinhamento? O melhor caminho é pactuar os indicadores ou KPIs que vão ser monitorados e a partir dos quais serão definidas as metas. O alinhamento não pode ser algo muito genérico. Lembremo-nos de que o desafio está nos detalhes. Então, chegar a indicadores comuns é o melhor caminho.

Collaborate with the NGO to clearly define and agree on the ultimate goal of the CSR project. Ensure that the vision aligns with both the corporate values and the NGO's mission. Take time to understand how the NGO's mission complements your corporate objectives. This mutual understanding is essential for developing a CSR initiative that benefits both parties. For example, if a corporation’s focus is on environmental sustainability and the NGO specializes in reforestation, developing a joint project to restore degraded forests can enhance both the company's green credentials and the NGO’s impact. A shared vision ensures that all stakeholders are genuinely committed to the project's success.

Evaluate how the CSR initiative can utilize your company's resources, expertise, and networks to drive the project's success. Ensure that these assets align with the goals of the NGO. Recognize and value the NGO’s knowledge and experience in their field. Collaboration should respect their established methods and insights to enhance the project's effectiveness. If a company specializing in technology partners with an NGO focused on digital education, the tech company could provide software and training while the NGO offers on-the-ground educational expertise. This strategic alignment ensures that the initiative leverages each party's strengths for a more impactful outcome.

Schedule frequent meetings with NGO partners to discuss progress, align on goals, and address any issues. This keeps both parties informed and engaged. Form joint committees with representatives from both the corporation and the NGO. This facilitates direct collaboration and decision-making. Use digital platforms for sharing updates, documents, and feedback. Tools like shared workspaces or project management software can enhance transparency and coordination. Set up bi-weekly meetings with the NGO and use a shared online dashboard to track project milestones and updates. This approach ensures that both parties can address challenges in real-time and stay aligned with the project's objectives.

Clearly define and communicate the benefits each party will receive from the CSR partnership. For corporations, this might include improved brand image, employee engagement, or market access. For NGOs, benefits could be increased funding, visibility, or influence. Ensure that both parties have a shared understanding of these benefits and how they align with their respective goals. This helps in setting realistic expectations and fosters a collaborative mindset. A corporation partnering with an NGO for environmental conservation might gain enhanced brand reputation and customer loyalty, while the NGO receives increased funding and greater visibility for its cause.

Be prepared to modify plans as feedback is received and circumstances evolve. Regularly evaluate the project's progress and be open to making changes that address new challenges or opportunities. Flexibility helps in navigating unforeseen issues while staying aligned with shared goals. Adaptation ensures that the project remains effective and relevant despite changes. If a CSR project initially planned for community education faces unexpected logistical challenges, adapting by shifting timelines or methods can help maintain momentum and achieve the desired impact. Demonstrating this flexibility reinforces commitment to the partnership and the project's success.

Sim. Acordar os indicadores ou KPIs é fundamental. O alinhamento estratégico pode ser genérico às vezes. Quando se definem os indicadores e as metas, fica bem mais claro se há um alinhamento ou não.

Define specific, measurable indicators for evaluating the project's impact. These should align with the CSR initiative's objectives and encompass social, environmental, and economic factors. Periodically assess progress against these metrics to ensure the project remains on track. Use these reviews to celebrate successes and make adjustments as needed. If a CSR project aims to improve local education, metrics might include the number of students impacted, improvements in academic performance, and feedback from the community.

The partnership between Unilever and the NGO WaterAid is a great example of balancing corporate and NGO priorities. Unilever contributed funding and expertise to WaterAid’s clean water projects while benefiting from increased brand recognition and positive consumer sentiment. The success was measured through tangible improvements in access to clean water and health outcomes in the targeted communities.