🧭 Strategically Aligning Community Initiatives with Stakeholder Objectives 🎯

Kirstie Macfarlane

Following our recent discussions on getting your teams aligned and how this alignment can optimize community impact, today we're going to take it a step further and look at how we can align the community strategy with company objectives.

In the ebb and flow of business, adaptability is paramount. With the onset of COVID-19, companies worldwide found themselves re-evaluating their traditional approaches, swiftly pivoting towards online avenues to sustain operations. Amidst this shift, community engagement emerged as a vital strategy for many, offering a beacon of connection amidst uncertainty.

However, as we navigate into a new phase characterized by the lingering impacts of COVID-19, coupled with challenges like inflation and murmurs of recession, the landscape for community initiatives appears increasingly complex. What was once deemed an urgent necessity is now met with scrutiny. Regrettably, some communities have even faced closure, leaving their custodians seeking new opportunities.

In reflecting upon these shifts, it becomes evident that time plays an undeniable role. Building genuine community relationships is a gradual process, and the value they bring often unfolds over time. Yet, amidst these discussions, we've observed a tendency to overemphasize community members exclusively. While their needs are paramount, it's equally crucial to consider the interests of company stakeholders.

Enter the Most Valuable People (MVP) Principle.

The MVP Principle underscores the importance of aligning community initiatives with the objectives of internal stakeholders. While this may seem pragmatic, it's essential for sustainable community development. A community strategy must not only cater to the needs of its members but also serve as a conduit for addressing business challenges and advancing company goals.

In essence, it boils down to this: How can your community initiatives elevate your organization's performance and enhance the reputation of your superiors? Neglecting to address this question may render your community efforts vulnerable to skepticism and eventual dismissal.

To effectively align your community strategy with business objectives, consider the following tips:

1. Foster Internal Collaboration:
   Just as you cultivate connections within your community, invest in nurturing your internal network. Reach out to stakeholders, understand their priorities, and explore how community initiatives can complement their goals. Focus on collaboration rather than advocacy, seeking to discover mutual benefits.
2. Evaluate Impact:
   Once you've identified stakeholder priorities, strategize ways to leverage community initiatives to deliver tangible outcomes. Whether it's generating leads, fostering innovation, or enhancing brand visibility, tailor your programs to align with stakeholder objectives. Embrace experimentation, measure results diligently, and refine your approach iteratively.
3. Provide Regular Updates:
   Communication is key to sustaining stakeholder engagement. Keep stakeholders informed about the progress of community initiatives, highlighting achievements, and addressing any concerns. Utilize concise, visually appealing updates that offer insights into performance trends and future projections. Incorporating anecdotal evidence from community members can further underscore the impact of your efforts.

By adhering to these principles and maintaining open dialogue with stakeholders, you can fortify the value proposition of your community initiatives. In doing so, you not only safeguard against skepticism but also position your community as an indispensable asset in achieving organizational objectives.

As we navigate through uncertain times, the importance of a robust community strategy cannot be overstated. By proactively aligning with stakeholder expectations, you pave the way for enduring success and resilience in the face of adversity.

Please share your thoughts and experiences in the comments section below. Together, let us forge stronger, more resilient communities that drive meaningful impact.

This post was originally published in 2022 but has been revised and updated from its previous edition to ensure accuracy and relevance.