How Not for Profits are doing responsible business
Fiona Jackson, not for profit (NFP) sector expert, speaks to Rachel Bevans, Managing Director of The Healthy Brand Company about how they are how they’re responsible across four key themes.
Responsibility goes across the organisation to create long-term value for all stakeholders
In the NFP sector, we’re already serving communities, it’s the nature of what we do, so it’s more about sustainable business, looking beyond the next 1-2 years to how we deliver services into the future, increasing governance and managing reputational risk. We’re also looking at what we can do to reduce the amount of waste.
Purpose and values drive strategic direction and responsible business decisions at the individual, team and organisation level
Many organisations in the NFP sector are shifting their mindset to “profit for purpose”. Purpose and values are what have been driving these organisations since they began. However they haven’t always had the organisation structures, systems and processes that drive alignment to purpose and values across the organisation and generate profits that are fed into bettering and expanding the service.
Being responsible impacts customers, brand reputation and trust
It’s really hard to fend for your brand and extend into new areas when it’s unclear and not well known. Your brand needs to be defined so you can differentiate your offer from competitors and use it as a guide to offer new services, gain awareness, build and protect your reputation.
A responsible business is a great place to work for employees, trains and trusts employees to be responsible
The labour market at the moment is very competitive, when there’s not enough candidates, it is very difficult to attract employees. And current employees are disengaged with the last two years’, we need to get better at internal communications. People respond to people. Being responsible, sustainable is to get brand ambassadors in our workforce, and for them to drive engagement, attract more employees, as well as delivering great experiences to the people we serve.
HAVE YOUR SAY:
How is your organisation stepping up to responsible business?
Post a comment on First 5000 – Have your Say on LinkedIn today or email editor@first5000.com.au with your story.
Read more about responsible Business here.
Fiona Jackson is a media, communications and marketing specialist with more than 25 years’ experience, 15 of this spent in the for purpose sectors in England and Australia. Fiona is passionate about creating compelling content that is brand and audience driven and achieves results.
