全球视野 | 重要的是你是否把火扑灭了，而不是用了多少水：企业志愿服务的影响力应该如何衡量？

Too often, in an effort to track something, corporate social responsibility and ESG leaders focus on metrics that don’t hold much meaning. When it comes to employee volunteering specifically, there’s a pervasive “check-the-box” mentality that values inputs over outputs and processes over people. 

很多时候，为了追踪某件事情，企业社会责任/CSR和环境、社会和治理/ESG的领导者往往会把重点放在没有太大意义的指标上。具体到员工志愿服务，普遍存在着一种“打勾”的心态，重视投入而不是产出，重视过程而不是人。 

For instance, the number of volunteer hours your team logs (input) doesn’t mean much if most of the time was spent sitting around waiting for instructions instead of doing work that actually improves peoples’ lives (outcome). 

例如，如果你团队的大部分时间都花在了坐着等待指示，而不是去做真正改善人们生活的工作(成果)，那么你的团队记录的志愿小时数(投入)就没有多大意义。 

In contrast, impact measurement seeks to understand the relationship between your efforts and real, meaningful outcomes. You want to know: are you moving the needle? 

与此相反，影响力衡量旨在了解你的努力与真实有意义的成果之间的关系。你想知道：你是否带来变化？ 

Impact measurement requires you to be more intentional about how you define and identify “impact.” This effort will not only help your team understand your program’s ROI today, it will help you evolve your initiatives to be more meaningful for your business, your employees, and the community in the long term. 

影响力衡量要求你更有意识地去定义和识别“影响力”。这种努力不仅会帮助你的团队了解你的项目当前的投资回报率，而且会帮助你改进你的计划，使之对你的企业、你的员工和社区的长期发展更有意义。

Impact measurement is a guide, not a grade. You’re not trying to slap a passing or failing grade on your program. Rather, you’re earnestly asking tough questions about how your efforts make change. 

影响力衡量是一个指南，而不是一项评级。你并不是要给你的项目，打及格或不及格的评分。相反，你是在认真地问一些关于你的努力将会如何产生变革的尖锐问题。 

These questions are large and unwieldy. There’s rarely a simple answer, and it can be difficult to tie specific inputs to clear and quantifiable outcomes. 

这些问题很大，也很难处理，很少有一个简单的答案。而且可能很难将具体的投入，与明确和可量化的成果联系起来。 

To measure the impact of corporate volunteering, you have to embrace the complexity. Here’s how. 

为了衡量企业志愿服务的影响力，你必须接受复杂性，以下是可以怎么做。

The activities you do matter much less than what effect you make. Think about it this way: if you’re trying to put out a fire, you wouldn’t measure your success by how many gallons of water you pour on the flames. What matters is if you put the fire out. 

你所做的活动并不重要，重要的是你做出的影响。这样想一想：如果你想扑灭一场火，你不会用你往火上倒了多少加仑水来衡量你的成功。重要的是你是否把火扑灭了。 

It’s easy to get distracted by measuring inputs (like the amount of water you use), but be sure to tie the inputs you track to the outcomes you want (flames extinguished). Pumping a lot of water may feel important, but if you don’t aim that water at the fire, you’re not having the impact you want. 

人们很容易被衡量投入所分散注意力（比如你倒了多少水）。但一定要把你追踪的投入与你想要的成果（火焰被扑灭）联系起来。泵出大量的水可能感觉很重要，但如果你不把水对准火，你就不会产生你想要的影响力。

As you set goals around specific outcomes, keep in mind that even an incredibly successful volunteer program isn’t going to single-handedly reverse negative trends or solve big issues. Set goals that are not only attainable, but also recognize the role your program plays within the larger context of your company, community, and society as a whole. 

当你围绕具体成果设定目标时，请记住，即使是一个非常成功的志愿项目，也不会单枪匹马地扭转负面趋势或解决大问题。设定的目标不仅是要可以实现的，而且还要认识到你的项目在公司、社区和整个社会的大背景下所发挥的作用。 

For instance, your program might play a role in increasing employee retention at your company, but that’s not the only factor determining whether people stick around. Other internal initiatives and policies matter along with external market forces. Measuring the impact of corporate volunteering is not about taking full credit for progress, it’s about making a meaningful contribution. 

例如，你的项目可能在提高你公司的员工留存率方面发挥了作用，但这并不是决定人们是否留下的唯一因素。其他的内部举措和政策与外部市场力量一样重要。衡量企业志愿服务的影响力不是为了把所有成果都归功于进步，而是要做出有意义的贡献。

As you choose metrics to track, you’ll likely find some overlap. That’s natural. What’s good for employees is often good for the community, which is good for the brand. Be less concerned about drawing hard borders or categories and make space to think about how outcomes might influence one another. 

当你选择要追踪的指标时，你可能会发现一些重叠的地方。这是很自然的。对员工有利的事情往往对社区有利，对品牌也有利。不要太在意划定硬性的边界或类别，要留出空间来思考成果是如何相互影响的。 

Now, let’s get into what metrics you might choose to track for your volunteering program. 

现在，让我们来讨论一下，你可能会选择哪些指标来跟踪你的志愿服务项目。

To measure the impact of corporate volunteering, think about your impact across four categories: participants, corporate, the nonprofit, and the community. 

为了衡量企业志愿服务的影响力，请考虑你在四个方面的影响力：参与者、企业、非营利机构和社区。

Do not try to track all the metrics listed above. If you’re just starting to measure the impact of corporate volunteering, choose one or two meaningful targets and build from there. You don’t want to get so bogged down with reporting that you lose sight of the mission at hand. 

不要试图跟踪上面列出的所有指标。如果您刚刚开始衡量企业志愿服务的影响力，请选择一两个有意义的目标，并以此为基础。你不希望被报告困住，以至于忽略了手头的任务。 

As you build structure around your program, keep in mind that you can rely on systems that are already in place. Rather than starting from scratch, you could use existing: 

当你围绕你的项目建立结构时，请记住，你可以依赖已有的系统。与其从头开始，您可以使用现成的：

Identify what levers you think will support change. If employee engagement is one of your goals, you might want to ask yourself what mechanisms are in place to ensure that volunteer events align with employee values. If you can’t point to anything specific, that’s a red flag. You might consider democratizing the process to allow employees a voice in building nonprofit partnerships and planning events. 

确定您认为会支持变革的那些杠杆。如果员工参与是你的目标之一，你可能想问问自己，有什么机制可以确保志愿活动与员工的价值观相一致。如果你不能指出任何具体的东西，这就是一个危险信号。你可以考虑将这一过程民主化，让员工在建立非营利性合作伙伴关系和策划活动中拥有发言权。 

Don’t view impact measurement (or your program) as static. You’ll need to stay open to iteration as your team and the community evolves. The right technology can help you manage this dynamic process. 

不要把影响力评估（或你的项目）看作是静态的。随着你的团队和社区的发展，你需要对迭代保持开放。正确的技术可以帮助你管理这个动态过程。