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A key aspect of my research over the past several years has
been the discovery and development of the model of the Seven
Levels of Corporate Consciousness. This model is used to
measure and analyze organizational and team cultures. I have
also used this model to explain the motivations of corporate
philanthropy in its broadest sense - how corporations spend
their excess dollars. Corporations will generally operate at
several levels of consciousness at the same time. What level
does your company operate from?
Survival
Consciousness
The corporate focus at this level of consciousness is purely
and simply making money. The motivation is greed. It usually
takes the form of bribery. There is a underlying assumption
in this form of giving that the organization will get back
far more than it will give away. If you want to rationalize
it, call it an investment.
Relationship
Consciousness
The corporate focus at this level of consciousness is
relationships that serve the companies needs. The motivation
is a milder form of greed. It takes the form of financial
support to a cause or campaign to get favors at a later
date. If you want to rationalize it, call it putting money
aside for a rainy day.
Self-Esteem
Consciousness
The corporate focus at this level of consciousness is being
the best. The motivation is looking good. It takes the form
of financial support to an institution, a charity, or some
other cause that is in the public eye. At this level of
consciousness the organization wants to be seen to be
giving. Preferably they want their contribution to be
publicly acknowledged by the institution or organization or
get some publicity out of the exercise. If you want to
rationalize it, call it building a public image, or indirect
advertising.
These
first three levels of consciousness are about self-interest.
The driving force is getting rather than giving. At the next
level of consciousness the emphasis begins to shift to the
common good. As we proceed through the higher levels of
consciousness there is less concern about returns and more
concern about the impact the giving will have on the
beneficiaries and society in general. In the higher levels
of consciousness the organization recognizes it operates
within a social context and that it ultimate success depends
of the success of the whole.
Transformation
The corporate focus at this level of consciousness is
learning and growth. The motivation is increasing knowledge.
It takes the form of contributions to institutions and
organizations that foster new ideas and help people learn
and grow. At this level of consciousness the organization is
concerned about increasing the education level of a general
pool of candidates for future employment.
Organizational Consciousness
The corporate focus at this level is the physical,
emotional, mental and spiritual needs of employees. The
motivation is employee fulfillment. It takes the form of
exercise facilities, child care, emotional support and
personal development. It is about creating great facilities
and helping employees become all they can become. Underlying
this motivation is the dual purpose of attracting the best
people and building a better world by growing people.
Community
Consciousness
The corporate focus at this level of consciousness is
support to the local community. The motivation is caring
about what employees care about. It takes the form of
financial contributions to local charities and local
communities as well giving paid time off to employees so
that they can contribute to their favorite charities.
Underlying this motivation is the recognition that the
organization and employees are part of a larger social
construct. The success of the company and the community are
interwoven.
Societal
Consciousness
The corporate focus at this level of consciousness is to
support society as a whole. The motivation is to make the
world a better place to live. Corporations at this level
recognize that whatever contribution they can make to
improving societal conditions will benefit everyone. They
understand the interconnectedness of all life.
Excerpted
from the article Seven Levels of Corporate Philanthropy
-- Making Money while Making a Difference
Copyright © 1998 Richard Barrett & Associates LLC
1104 Oxner Cove Road, Waynesville, NC 28786. Tel: (828)
452-5050, Fax: (828) 452-6999, E-mail,
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