As MLK Day approaches, my U.S.-based company wants to organize an enterprise-wide volunteer project to honor Dr. King, but I’m not sure how to do it in a way that’s truly respectful to his legacy. How can we ensure that our efforts are aligned with the values he stood for, and avoid coming across as performative?
Aiming for Authenticity in Austin
Dear Aiming for Authenticity,
I applaud your effort to make MLK Day a “day on” rather than a “day off” while being reflective of the values and practices that the legacy of Dr. King represents such as nonviolence, equality, justice, unity, and compassion. On this day and every day, we must ensure that volunteer work upholds his vision by aligning with a community’s actual needs and providing opportunities to work together toward the greater good.
In his “I Have a Dream” speech, Dr. King said, “We cannot walk alone.” This quote serves as a great reminder that any volunteer work we do—especially in his name—should be done with the community, not for them. So how can CSR leaders plan meaningful, thoughtful projects that capture the spirit of MLK Day whether they’re encouraging employees to volunteer on their own, advising volunteer champions on creating projects in local markets or planning a company-wide endeavor? Here are a few guiding principles.
- Be Respectful in Your Approach: Dr. King’s belief that nonviolent resistance was the most powerful and just way to achieve change wasn’t just about avoiding physical or structural harm. It was about being mindful and respectful in all actions. When you’re planning a volunteer project, make sure it doesn’t unintentionally hurt the community or distract a nonprofit from delivering their important mission. For example, don’t assume you know what the community needs without asking first. It’s important to approach these efforts with humility, engaging with local leaders to understand how your company can contribute in a helpful, sustainable way. This can also be demonstrated by finding an existing project that nonprofits have already planned and scheduled rather than putting your employer’s interests above others. Community-centered volunteerism means not only meeting needs but also respecting the dignity, expertise, and agency of those in the community.
- Collaborate with the Community: Dr. King knew that real progress only happens when we are grounded in partnership, and that’s especially true for volunteer projects. Work with local organizations and community members to co-create something meaningful. Think also about internal collaboration, working alongside ERG leaders to make an impact on MLK Day. When everyone has a seat at the table, the work is more impactful and lasting.
- Address Root Causes: Dr. King was all about fighting for equality and justice, so think about how your volunteer project can make a difference in tackling the primary drivers of community issues. Maybe it’s supporting educational programs, addressing food insecurity, or partnering with groups that work toward racial equity. The goal should be to align your efforts with Dr. King’s vision of a more just and equitable world. Don’t forget to create ways for all employees to participate regardless of their role or work setting to enable equal access across the workforce.
- Include Listening & Learning: Dr. King emphasized the importance of education in combating ignorance and prejudice. MLK Day is a perfect time to educate colleagues about the broader social issues impacting communities. Consider building educational components into your volunteer projects, whether it’s a brief discussion about racial justice, an article to read ahead of time, or a guest speaker from the community. This helps employees understand the deeper context of the work they’re doing, creating a more meaningful and informed experience.
- Lead with Care: At the core of Dr. King’s message was empathy and compassion for others, particularly those facing injustice. Encourage your employees to connect with the community on a personal level—whether it’s during the project or before and after. This is a chance for employees to not just do good but to really understand the experiences of others and show genuine care. Volunteer projects that focus on direct service are opportunities to practice compassion, not just as an act of kindness but as an act of justice.
- Commit to Long-Term Collective Action: The impact of MLK Day should be more than just a one-day project. It’s an opportunity to inspire your employees to take sustained action toward positive change. Dr. King’s legacy was built on courage, moral leadership and persistence, so think about how your company can make ongoing commitments to the community, whether through continued volunteerism or, as mentioned above, other initiatives that tackle systemic issues.
A final note to those who work for multinational companies – central to Dr. King’s beliefs was the concept of “Beloved Community,” a global vision of a community with equal access to resources and opportunities for all people, not only in the U.S., but also around the world. He emphasized that injustice anywhere is a threat to justice everywhere, so this framework can and should apply in all geographies.
Dr. King’s values and practices remain a blueprint for today’s social movements. By aligning your volunteer work with these principles, you honor his legacy while actively advancing the fight for justice and equality.
For those interested, we’ll be discussing many elements of community-centered volunteering at our conference next June. Pre-sale opens on Nov. 19 for those who are ready to commit now. I hope you’ll join your CSR friend in attending!
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