Stories That Matter: Using Data to Encourage CSR Engagement

A business’s role in society goes beyond commerce. There is a growing expectation for companies to leverage their resources and influence to give back to their communities.

These charitable expectations are more than simply writing checks; they involve integrating humanitarian values as the driving force behind a company’s daily operations and
interactions with stakeholders.

Read on to discover how corporate social responsibility (CSR) drives company engagement and how data can be used to create a compelling narrative that highlights the difference one business can make.

Why Engagement Matters

CSR drives engagement, which is key to organizational success and growth. When employees, customers, and stakeholders are engaged, they become more motivated and aligned with the Company's mission, boosting productivity, strengthening relationships, and improving retention, all while amplifying both business and social impact.

Employee Engagement:

As the younger generation starts to enter the workforce, there has been a collective shift toward seeking employment at companies that make a meaningful impact on the world. These employees seek purpose—they want to know that the hours they spend working each week is contributing toward the betterment of society.

When companies start to lead with purpose, their employees begin to engage more. Engaged employees are the driving force behind any successful business, as their higher productivity and strong retention rates lead to better-quality work and help prevent the costly impact of turnover.

Community Engagement:

Engaged businesses play a vital role in building strong communities. Through volunteer programs or city-wide initiatives, businesses can inspire residents to connect with their neighbors, bridging gaps and enhancing overall quality of life.

Customer Engagement:

There is a direct correlation between strong CSR efforts and increased customer engagement. As advertising continues to position branding as a reflection of the customer's values, consumers are becoming more thoughtful about the brands they support. They take notice when businesses invest in their communities and strive toward making a meaningful difference.

A Nielsen global online study found that 66% of consumers are willing to spend more on a product if it comes from a sustainable brand. Moreover, businesses that are actively engaged are often perceived as more trustworthy, giving them a significant competitive advantage and improving customer loyalty.

Fostering Engagement

A compelling case study on the role data plays in engagement comes from BlueCross BlueShield of Tennessee and their Pendergrass Park Healthy Place project.

The BlueCross BlueShield of Tennessee Foundation launched BlueCross Healthy Places in 2017 to create a lasting, inclusive, and sustainable impact. Following a decade of diverse grant funding, the foundation redefined its focus, culminating in the BlueCross Healthy Places initiative.

1.   Listen

Fostering engagement starts with listening to the voices of those in your community. What are their core values? What specific challenges are they facing, and how can you work together to address them?

To collect data for Pendergrass Park, Rhea County conducted a voluntary survey revealing 67% of citizens desired a new outdoor recreation space that encouraged everybody in their community to get active. This new park would not only benefit Rhea County, but also the surrounding counties that lacked intergenerational inclusive playground equipment.

2.   Empower

Empowerment is key to enhancing engagement. Involve employees in leading community initiatives and encourage them to share their passion and insights. This approach helps foster a strong sense of ownership and pride in their work.

BlueCross BlueShield of Tennessee invited their local employees to participate in the grand opening of Pendergrass Park, encouraging them to bring their families and be among the first to enjoy the new playground. This gave employees the opportunity to witness firsthand the impact of their work on their community.

3.   Collaborate

Collaboration is key to fostering engagement. Seek out opportunities to partner with other businesses, non-profits, and local governments. These collaborations can amplify the results of your efforts and often lead to innovative solutions that no single entity could achieve on its own. Teamwork makes the dream work!

BlueCross BlueShield of Tennessee collaborated with both Rhea County and the City of Dayton, working diligently to oversee the needs of its residents and design a space that captured the city’s identity. As parkgoers explore the area, they’ll encounter playground equipment featuring oversized tackle boxes and bass figures, a nod to Dayton’s passion for bass fishing along the Chickamauga River.

4.   Communicate

Sharing your impact is pivotal to improving engagement. Clearly communicate your goals, processes, and, most importantly–your results. Transparency fosters authenticity, which builds trust and loyalty among those supporting your cause.

At Pendergrass Park, data collection plays a crucial role in showcasing the park’s impact on the community. Sharing these insights not only reinforces a sense of collective achievement but also helps foster a deeper sense of pride in the project.

Tell Your Story

Engaged corporate citizenship is not only the right thing to do; it’s smart business. It strengthens your community, boosts morale, and creates an inspiring narrative that resonates with consumers, fostering loyalty and trust.

By embracing our roles as corporate citizens, we're not just contributing to the bottom line; we're making a tangible difference in the lives of our employees and our communities. At IMPACT Parks, we’ve witnessed how vibrant, accessible spaces unite people and inspire a shared sense of purpose. Explore how our parks are transforming communities, fostering connection, inclusivity, and lasting memories. Join us.