Case: Strategy consulting for Lufthansa

Lufthansa: Realignment of social commitment

In addition to the independently organized volunteering activities of employees worldwide, Lufthansa Deutschland and the group's affiliates are also involved in numerous theme fields and projects.

After the spin-off of the nonprofit GmbH HelpAlliance, the social engagement of the Lufthansa Group was to be realigned and further developed under a joint strategy.

Key targets were:

  • a better alignment of the commitment to Lufthansa's strategy and core business,
  • a stronger sense of identification of the affiliates with the joint initiative and
  • the establishment of the new HelpAlliance gGmbH as a beacon of high visibility among internal and external stakeholders.

In a process that involved the affiliates and employees, PHINEO supported Lufthansa with interviews, analyses, benchmarks and several strategy workshops.

Project partner: Lufthansa Germany

In a joint effort, the existing portfolio was analyzed and then narrowed down, criteria for future projects were defined, an engagement framework for all business units was established and thus the basis for Skilled Volunteering projects was created.

PHINEO assisted the HelpAlliance team in the implementation of the findings within the Group, but also addressed the development and adjustment of existing funding arrangements with partner organizations through several feedback and coaching sessions in small groups.

The new Engagement Portfolio is consistent with the group strategy and core business. The portfolio is clearly presentable in communications and links the employees of the individual affiliates through joint initiatives.

In terms of content, the emphasis of the projects was refocused on the most relevant global societal needs.

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Juliane Hagedorn

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