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Ivy McGregor, Director of Social Responsibility at Parkwood Entertainment and the CEO and Chief ... [+] Architect of her firm, IVY Inc.

In business, profit is usually the primary goal, and for good reason. A company that doesnt make money wont last long. But over the last decade, more businesses have reached beyond the bottomline to find ways to give back to the communities they serve. From charitable foundations to eco-friendly initiatives, businesses big and small are committing to corporate social responsibility (CSR). In 2017, 86% of S&P 500 companies released reports on their CSR efforts, up from 72% In 2013, and less than 20% in 2011.

Its a change thats seeing businesses positively impact the social and environmental issues in the world around them, something Ivy McGregor understands very well. McGregor is a global philanthropist; working as the Director of Social Responsibility at Parkwood Entertainment (the philanthropic arm also known as BeyGOOD) and the CEO and Chief Architect of her firm, IVY Inc. where she consults with corporations nationwide to ideate, strategize, and execute corporate social responsibility initiatives.

McGregor first discovered her passion for philanthropy early in her career when shed spend her off-hours volunteering at nursing homes and gathering neighbourhood kids to discuss their entrepreneurial visions. While McGregor put her all into her day jobs, those evenings and weekends spent serving her community brought her fulfillment.

That is when I felt my heart jump, McGregor explained. I had no idea this would be a pathway to a career, but what I did know was that it was important for my brain to work and for my heart to beat in tandem.

But paving the path from the days of volunteering to what McGregor does now took a lot of gumption and a willingness to be an answer to the problems she saw. That tenacity is what allowed her to create a career that didnt exist before her. Sometimes [getting started] is hand-raising and sometimes its pushing the door down, [which] means coming up with a solution where you see it is a need.

So, McGregor began creating solutions for organizations in a space she was immersed in the faith-based community. She reached out to pastors struggling to engage their dwindling memberships and offered strategies that resolved the problem.

For years, she did this work for free, even as friends encouraged her to charge for it. Instead, McGregor found value in the experience and the list of people who now endorse her as an effective and talented strategist.

I couldnt talk about philanthropy if I wasnt a philanthropist. I could have charged [money] for these strategies, absolutely, but now I have people all over the world who market for me because I gave my advice for free, McGregor said.

The strategy paid off, and McGregor is now widely recognized for her expertise in the world of corporate social responsibility. In addition to her experience, McGregor credits her success to the values that shape her approach to business.

Ivy McGregor onstage during the Global Citizen Festival in New York's Central Park, along with ... [+] BeyGOOD Fellows from South Africa.

McGregors mother, whose diligence and dedication as a single mother of five inspired her daughters work ethic, also taught her that love is the most important thing. McGregor said this belief has allowed her to extend non-judgmental support to the communities and individuals her business and clients support and to give without any expectation in return.

I encourage people to realize that you cant control the outcome, but we can control what we start with. So, starting with a zero-judgment zone and pure heart so that we dont discriminate against the people we help, McGregor advised.

McGregor also recognized the value of connecting with people outside of her typical circles. Early in her career, she was inspired by a homeless woman named Anne who she met in a department store bathroom. McGregor said executives would benefit from interacting with staff from departments they might not otherwise share space with and volunteering in vulnerable communities.

Hearing their stories and conversations makes us sensitive to other people, so were not just locked in our own cycle of understanding, McGregor said.

Service is another of McGregors key values. Twenty years ago, she created the tagline, Service is sustainability, and she stands by it to this day, crediting service and its ability to positively impact consumers for businesses that have stood the test of time.

They understand that its not so much what you say, but how you make people feelempowered, inspired, helped. Service is a soft skill and a true power, she said.

For corporations that dont yet have a corporate social responsibility strategy or want to strengthen the work theyre already doing, McGregor suggested that they consider the many optionsdonations, volunteer efforts, internships, job opportunities for vulnerable communities, etc.and engage their stakeholders to determine what works best. Once they know what their staff and stakeholders are invested in, they can take action and engage the community.

To employees, community members or aspiring corporate social responsibility directors wanting to pitch initiatives to corporations, McGregor advised that research, timing, and a clear value proposition are critical.

The pitch becomes more than just a good idea, but an idea that has a win in it for the company, like This is what will happen in the next 90 days if you engage this idea, This is how you will benefit a year from now, and This is what a five-year strategy looks like.

When asked what makes a standout pitch for her own philanthropic efforts, McGregor explained that in addition to research and presentation, shes interested in long-term impact and sustainability.

Longevity is definitely a theme for McGregor. She noted that while shes proud of the work shes done as a social innovator, honoured to be guiding philanthropy for a powerhouse artist, and excited to be consulting with companies around the world, she hopes her legacy inspires and challenges people to break the mold long after shes gone.

I want my legacy to say: Dont just go down the path that has already been paved. Create brand new pathways that are the story of your life. I want my legacy to be one of belief, hope, and things that seem extreme to others but possible to you, McGregor said.

See original here:
Global Philanthropist, Ivy McGregor, Shares How To Pitch Your Big Ideas And The Key To Longevity In Business - Forbes

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