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Step 6: Make the Approach............................................................................................. 22 Develop a List of Prospects....................................................................................................... 22 Evaluate the Prospects on the List ........................................................................................... 22 Prepare your Script ................................................................................................................... 23 Contact your Prospects............................................................................................................. 24 Follow-up A fterwards ............................................................................................................... 25 Putting it All Together: A Final Checklist....................................................................... 26 Challenges to Collaborating with Business....................................................................... 27 Keys to Success .............................................................................................................. 29 Identify and motivate decision makers..................................................................................... 29 Develop organizational competencies to bridge business and community .............................. 29 Mobilize business networks and build effective relationships .................................................. 29 Engage stakeholders and influence public policy ..................................................................... 29 Build scalable solutions............................................................................................................. 30 Conclusion ..................................................................................................................... 31 Appendix A : Stories of Business Engagement .................................................................. 32 WoodGreen’s Homeward Bound.............................................................................................. 32 Canadian Pacific Hotels Adopt-a-Shelter Program................................................................. 33 The National Home Safety Partnership................................................................................... 34 Chartwell .................................................................................................................................. 35 Eva’s Initiatives......................................................................................................................... 36 Chicago Metropolis 2020 ......................................................................................................... 36 Greater Vancouver Hotel Association..................................................................................... 37 Business Community A nti-Poverty Initiative (BC API).......................................................... 38 Greater Toronto Apartment Association ................................................................................ 39 Christie Ossington Neighbourhood Centre ............................................................................. 39 Appendix B: Identifying Market Opportunities for Collaboration ..................................... 40 Identifying Market Barriers ...................................................................................................... 41 Three Levels at Which to Engage ............................................................................................ 41 Interventions that Increase the Likelihood of a Market Solution ........................................... 43 Appendix C: Tips for Contacting Potential Business Participants..................................... 44 Appendix D: The Seven C’s: Questions for Partners ....................................................... 47 Appendix E: Resources for Further Study ....................................................................... 49 Appendix F: Endnotes..................................................................................................... 50 Collaborating with Business for Social Transformation - 2 -
A Note from the Author My first career was in business. A fter obtaining a business degree from the University of Manitoba, I worked in the airline industry for fifteen years. For a brief two-year interlude I also worked in the retail fashion industry. I enjoyed my business career immensely. In fifteen years with A ir Canada I had a chance to serve in a variety of capacities with ever increasing responsibilities. My last position with A ir Canada was as the General Manager of its operation at Toronto International A irport. Before that I served as the Executive Assistant to the President of the company. As rewarding as the work at A ir Canada turned out to be, I didn’t believe that it provided me enough opportunity to make the world a better place. So I left the business world, and eventually found myself working in the inner city of Winnipeg, helping strengthen communities that were struggling with the social consequences of poverty, racism, and exclusion. Over a twelve-year period I started and led four organizations, whose mandates varied from microenterprise development, to employment training and placement services, to social enterprise development, to multisectoral renewal of an entire inner city neighbourhood. A lthough the change in vocation turned out to be a good thing for me, I think I underestimated the potential of the business sector to help address social issues and assist in renewing marginalized communities. As this resource points out, t<strong>here</strong> is huge scope for business to play incredibly powerful roles. Indeed business’ support for many initiatives is crucial for comprehensive change to occur. Some of my colleagues in the community sector are reluctant to engage with business. They are afraid that they will have to compromise their values to do so. It is true that business people and community activists experience life from very different contexts and sometimes with very different assumptions. But we all share common space, and a common humanity. Many business people care deeply about the social wellbeing of the community around them, and have much to contribute to making it stronger. I hope that this resource will help show the way for more of that to happen. Finally, a big thank you to Laurie McLeod for researching some of the inspiring stories that form an integral part of this document. Garry Loewen July 2008 Collaborating with Business for Social Transformation - 3 -
Page 1: Collaborating with Business For Soc
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Tamarack thanks the City of Toronto
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