Collective impact is the key to social change that counts
Recently, Starbucks, the Schultz Family Foundation and JP Morgan convened in Washington, D.C., to explore impactful ways to empower veterans. This meeting at its core was centered on finding a solution to corporate philanthropy – how can organizations work to produce social change in a chosen area, while still ensuring a return on investment? Across sectors, collective impact has emerged as the answer.
As it relates to the world of nonprofits, collective impact is a framework by which organizations can accomplish more through partnerships with others with shared values, than they can by going alone. Ten years ago this month, I deployed to Baghdad, Iraq, and in the military, I learned the phrase "one team, one fight," which perfectly summarizes this concept. Pair this idea of cooperation, not competition, with the generous financial backing of corporate donors, and you have the foundation for real change.
Here is a real world example: To raise awareness for breast cancer research and domestic violence, the Avon Foundation gives grants to nonprofits to strengthen the work they do on the ground. Corporate partnerships are a key component of amplifying the work of nonprofits, but for companies looking to invest in social change, how do you find the right home for your dollars? For those looking to empower veterans and military families, the Got Your 6 campaign has perfected the solution.
Over the last three years, Macy's has raised $6.7 million dollars for the national veteran campaign Got Your 6 through its annual American Icons campaign. These funds have gone to national programs and events as well as to Got Your 6's coalition of nonprofit partners in the form of grants, in efforts to advance the veteran empowerment movement.
By vetting each nonprofit partner within its larger coalition, Got Your 6 ensures that corporate funding will go to organizations creating real change in communities across America. From the great work of Macy's through American Icons, and the generosity of the American people, Got Your 6 was able to give 35 grants over three years to nonprofit partners such as The 6th Branch, a veteran-run nonprofit that utilizes the leadership and operational skills of military veterans to accomplish community service initiatives. Last year, Got Your 6 granted The 6th Branch $93,000, supporting a year's worth of service to transform abandoned lots in Baltimore into urban farms and safe spaces for youth recreation. Last month, members from team Got Your 6 participated in an urban greening event with The 6th Branch at the Oliver Community Farm in Baltimore; a veteran-created community resource designed to provide fresh produce in response to a lack of healthy food options in the area.
From my time as a cadet at West Point to the 17 months I spent in Baghdad during the height of the surge, I've seen first-hand the power of collective impact and how critical it is to success, regardless of the mission. To continue supporting a resurgence of community in America, Macy's is again working with Got Your 6 on this year's iteration of American Icons. Veterans will directly benefit the more people know about this: Americans can shop at Macy's for Got Your 6 Weekend on Friday, May 13 through Sunday, May 15 to donate $3 at the register or online at Macys.com to receive a special savings pass, with 100% of all donations going directly to Got Your 6 and its coalition of nonprofit partners.
I have been leading teams my entire life, in and out of the Army, and I couldn't be more proud of Got Your 6 as we lead the veteran empowerment movement, leveraging a "one team, one fight" approach. Companies looking to support social change should seriously consider the collective impact mindset. As exemplified by Macy's and Got Your 6, measurable impact can occur when all parties work together.