On June 28th, 2022, NY NOW hosted the second installment of their three-part social impact series, “Balancing People, Planet, and Profit,” titled “Integrating Generosity into Social Impact-Driven Brand Stories.” Moderated by NY NOW’s Senior Producer, Dondrill Glover, the webinar featured Elizabeth (Liz) Ngonzi, the Founder and CEO of The International Social Impact Institute® (ISII), as presenter. The webinar focused on helping participants integrate social impact into their brand’s mission statement, using practical examples and showcasing the ISII’s Impact Story Development Framework.
The webinar built upon the first installment of the series and aimed to help participants identify which aspect(s) of the social impact equation – people, profit, and/or planet – they wanted to incorporate into their brand’s mission. Liz Ngonzi shared case studies of organizations that have successfully developed purpose-driven mission statements and corresponding brand stories. She emphasized the importance of having clear values that drive the brand’s story, attracting aligned stakeholders, including consumers, investors, and philanthropic partners.
The case studies presented highlighted the impact of having a mission statement that broadly aligns with the organization’s work and core values. Liz Ngonzi discussed the importance of identifying the challenge, offering solutions, and showing impact when developing an impact-driven mission statement and brand story. She shared multiple real-world examples of this template in practice and the impact it can have on an organization’s success.
In conclusion, Liz Ngonzi highlighted how these principles can affect stakeholder engagement, most importantly in finding and attracting stakeholders with aligned core values. The webinar offered a template for building a social impact-driven mission statement and brand story, providing significant advantages to organizations. The speakers highlighted simple and straightforward ways to get started incorporating social impact into brand stories.