Finding Your Purpose: A Pillar of Your Corporate and University Anniversary Planning

Use Your Anniversary to Help Others, Give Back, and Support Our Communities for Societal Good

Purpose is increasingly becoming a major pillar in corporate and university milestone anniversaries planning and is a particular passion of mine. It’s about bringing together “who you are” and “the need in the world.” Defining your purpose gives people a reason to engage with your anniversary story. Consider what you can do to support the people you serve and the planet that serves us all. Making a difference in the communities where we live and work is a noble endeavor and leading organizations that support societal good can have a profound impact on making the world a better place. Use your anniversary as a stake in the ground to address a pressing societal issue, creating a purpose-driven anniversary celebration that makes a positive difference. Doing good is good for business; it matters and is both the essence and importance of a milestone anniversary.

“The most powerful aspects of an anniversary are those that create
a movement, not just a moment. Think about your legacy and use
your anniversary for societal good and to celebrate humanity. 

Kevin Bishop, VP IBM Global Brand System

10 Purposeful Considerations for a Milestone Anniversary Celebration

1. Brand Focus

Deeply understand your organization, including its goals, assets, and challenges. Select a cause that aligns with your organization’s goals and is core to the brand.

2. Connected Leadership

The most powerful programs are “leader-led.” Key stakeholders want to see value-based leadership from organizations and brands that make a long-term commitment to addressing societal issues.

3. Thought Construction

Start with program depth versus scale. Build authentic, credible longterm plans and strategies that maximize the impact your investment can make.

4. Integrated Measurement

What gets measured gets done. Incorporate measurement into all phases of program design and activities, and make sure to balance metrics for social and business impact.

5. Employee Involvement

Whenever possible, turn employees and/or volunteers into ambassadors. Include them in program development as well as execution.

6. Multidimensional Engagement

Partner with non-governmental organizations or NGOs for credibility and content, and with customers, consumers, communities, and others to fuel movements to advance issues.

7. Local Customization

Powerful and lasting initiatives must have programmatic components and partner options that others can tailor to adopt locally.

8. Shared Ownership

Activate stakeholders to implement key elements of the program. Make sure to provide “freedom within a framework” — a degree of latitude to “own” how best to implement for their audiences within a set framework. Enabling others to act independently empowers others, builds bridges, elicits greater passion, and increases impact.

9. Authentic Narration

Storytelling is key to building emotion and engagement. Find the stories internally and externally and tell them viscerally and visually.

10. Continuous Innovation

Constantly evolve program elements to stay relevant, while remaining true to your original vision and goals. Remember that goals are longterm, strategies are mid-term, and tactics are short-term.

Examples of Purpose-Driven Milestone Anniversaries

Salesforce’s Party with a Purpose

Go ahead and throw a big party for your anniversary, but make it a party with a purpose. Salesforce founder Marc Benioff used the 15th Anniversary of Salesforce to announce the formation of SF Gives, an initiative to raise $100 million for anti-poverty programs in the San Francisco Bay Area. Salesforce threw itself a birthday party with Grammy-nominated artist Janelle Monae, inviting the public to volunteer and donate food. This unique approach to a milestone anniversary celebration showcased Salesforce’s commitment to giving back, engaging employees and the community alike.

The Coca-Cola Company

Coca-Cola has celebrated numerous milestone anniversaries since its founding in 1886. According to Ted Ryan, former Director of Heritage Communications – Archives, “Everything Coca-Cola chooses to do must show lasting value.” That includes giving to the Red Cross, fighting obesity, focusing on lifting under-served women, providing access to clean water, and promoting well-being and a healthy lifestyle.

San Diego Zoo

The San Diego Zoo used its Centennial to relaunch itself as a conservation organization focused on ending extinction. This purpose-driven milestone anniversary redefined the Zoo’s mission, engaging people in wildlife conservation efforts through centennial programs.

Conclusion: Making Your Milestone Anniversary Purposeful

By integrating purpose into your milestone anniversary planning, you create a legacy that transcends the anniversary date. Whether you’re planning for a corporate anniversary, a university milestone, or a community-focused celebration, the impact of your event can extend beyond your organization, resonating with the people and places you serve.

Are you ready to make your anniversary a purposeful celebration? Visit Anniversary University for comprehensive planning resources, expert insights, and step-by-step guides to ensure your milestone anniversary achieves maximum impact.