Measuring and evaluating corporate citizenship efforts are critical steps in managing and improving programs. Increasingly, your stakeholders—executives, investors, customers, and employees to name a few—expect that the results of corporate citizenship investments can be quantified. Research shows that careful planning and evaluation can strengthen corporate citizenship performance, and deliver benefits such as improved reputation, higher employee engagement, and better resource management. One recent study showed that firms that create formal corporate citizenship programs that included specific targets and measures outperformed financially companies that did not over the long term.[i]
“I have been struck again and again by how important measurement is to improving the human condition.”—Bill Gates
When done right, corporate citizenship is a serious investment of money, resources, and time. To ensure that your CSR programs continue to receive the funding and attention they deserve, you must be able to demonstrate—to your leaders, your partners, and broader stakeholders—the return on that investment, or the ROI. What do your efforts offer the business? How do they advance the missions of your nonprofit partners? How are they benefiting your employees, customers, and shareholders?