Partnership with the community: the power of corporate citizenship

(Business 2.0 Magazine) -- Nowhere has thinking about strategic partnerships been turned on its head more dramatically than in the area of corporate citizenship.

Old thinking: Social responsibility is a good thing, but where's the return on investment? Wait for a good year, and then give some money to charity - hopefully a high-profile one. Better yet, ask employees to contribute to United Way.

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New thinking: By following what some experts are calling "the new principles of corporate design," companies can seamlessly integrate social and financial goals, aligning themselves with their communities in ways that boost the bottom line.

Long known for its Path of Service program, which pays all employees for 40 hours a year of community work, Timberland this fall upped the ante by tackling environmental issues.

All of the shoe company's boxes sport a Nutrition Facts-style label detailing the product's environmental and community "footprint," including where the shoes were made, the typical amount of energy used to produce a pair, and the percentage of Timberland's energy that came from renewable resources.

The message also includes measures of how well Timberland factories are performing against the company's pledge not to use sweatshops or child labor. A successful marketing ploy? You bet.

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4 ways to successful partnering:

• Making strategic alliances pay off
• The secret to strategic alliances that last
• Employees: the ultimate partners
• Partnership with the community: the power of corporate citizenship

Melanie Haiken is a San Rafael, Calif., writer and a frequent contributor to Business 2.0.