An Urgent Appeal for CSR Leaders: 6 Community-centric Qs to Ask

Written By Corinne Graper
 
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It's no surprise that companies are increasingly getting called out for doing more talking than walking by employees and consumers when it comes to their social commitments. As social impact professionals, many of us were taught to develop strategies based on what makes sense for our brand, but that can often mean creating programs that don't make the most sense for our communities. 

We ask questions like: What issues align with our brand? What are our employees' talents? What causes does our CEO, or do our consumers care about most? What's newsworthy? What will lift our reputation?

It's ok to ask these questions, but they're company-centric. 

This perspective can lead companies down paths that exclude issues and people who have been historically marginalized and need to be elevated the most. It can also lead businesses to pay more attention to their grantmaking than the impact their supply chain has on people and the planet. I didn't see this disconnect until I started working for grassroots communities.

Companies have a tremendous opportunity to build a better business and world. But often, they aren't close enough to the grassroots, frontline perspectives that genuinely drive systemic change for communities and within their business. 

Too many companies are advised by PR and cause-marketing experts without critical perspectives from frontline leaders and human rights experts. Narratives matter, but actions matter more. 

Here are some questions to start asking instead: 

  • Who are the most vulnerable and marginalized people in our communities, in our supply chain, our world? 

  • What factors contribute to their vulnerability? 

  • What other issues intersect with those factors that also need to be addressed? 

  • How are we/could we harm and help these factors? 

  • How could we modify how we do business and use our resources and unique position in the world to affect these issues?

  • Who are the frontline leaders on these issues that we can work with to drive systemic change?  

At The Uplift Agency, we help companies figure this out, start working with communities and make meaningful change. Once we've landed on comprehensive, community-led solutions, companies can think about authentic and dignified cause-marketing and communications. 

Truly being responsible or purpose-driven isn't something companies can bestow on themselves. It comes from the community seeing purpose and value in the business, and that's something that has to be earned through intention and collaboration. 

Corinne Graper

Corinne Graper founded The Uplift Agency to help companies and nonprofits be a greater force for good in the world. Her unique perspectives grew out of nearly two decades of firsthand experience spanning diverse organizations -- from Fortune 100 corporations to the United Nations, as well as nonprofits and grassroots organizations. All too frequently, Corinne observed the disconnect between the sound intentions of companies and foundations and practical solutions to address the real needs of the people they aimed to help. The frustration was apparent -- corporate, and foundation teams wanted to do good in this dynamic world but struggled to identify where and how to make the most significant impact. That was the inspiration for The Uplift Agency.

Uplift is a new agency that serves as both a strategic thought partner and provides the team to execute on the vision. Uplift’s experts bring deep and diverse, on-the-ground perspectives to help organizations look across their stakeholders and impacts -- from communities and the environment to employees, consumers, and their supply chain. The team builds cohesive strategies to drive greater good + better business.  

Most recently, as a consultant to the United Nations, Corinne worked with large corporations, civil society organizations, grassroots organizations, and the UN to build and implement a thriving private-sector engagement strategy for The Women’s Peace & Humanitarian Fund. Her work with the Fund has garnered partnerships with large, global brands and celebrities. 

Previously, Corinne led a range of corporate social responsibility and communications initiatives at Northwestern Mutual, Allstate Insurance Company, and Kellogg Company. While at Northwestern Mutual, she co-launched the company’s award-winning, cause-branding childhood cancer program and subsequently helped build out initiatives that engaged its financial representatives, employees, and consumers to raise more than $1 million annually. She also managed the communications and corporate affairs department strategy, operating plan, and performance metrics.

While at Allstate, she managed a $4.5 million partnership with Boys and Girls Clubs of America, rebuilt the company’s employee volunteer program, created Allstate’s Give Back Day with the MLK Jr. Center, and piloted its employee volunteer disaster response program. She was also part of a core team that developed The Allstate Foundation’s future strategy. 

Today, Corinne is on the board of advisors of NeedsList, a technology company that is bringing efficiency to the global humanitarian aid system. She frequently speaks about the business case for economic empowerment, peace, gender equality, and humanitarian action, and she has spoken at the United Nations about how companies can help drive economic inclusion and peace.

Corinne has a bachelor’s and a master’s degree in communications from Western Michigan University. She and her husband have three young children and two small dogs, which makes her a master at juggling things and tuning out loud noises. Never too proud to get the job done, ask Corinne about the time she stepped in at the last minute to suit up as Tony the Tiger and appear on ESPN at the Little League World Series. It was Grrr-eat!

https://www.linkedin.com/in/corinnegraper/
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