Civil Rights Groups Take Up the Cause : Business: NAACP, others persuade firms to start voluntary programs.

With faith in government-mandated affirmative action fading, some civil rights groups have taken up the banner themselves.

In 1981, the National Assn. for the Advancement of Colored People decided that African Americans could not rely on government-aided affirmative action efforts and began persuading corporations to embark on voluntary programs.

Since 1982, agreements have been signed with 57 companies representing various industries. They include Kmart Corp., McDonald’s Corp., United Airlines, Toys “R” Us Inc., Wendy’s International, MCA Records and Walt Disney World Co.

The agreements vary from company to company, said Fred Rasheed, who oversees the NAACP’s Economic Development/Fair Share Program from Orange, N.J.

The NAACP credits the program with funneling $1.5 billion annually to African American contractors, banks, media companies and insurance brokers. Fifty African American franchises, distributorships and dealerships have also resulted from the agreements, the NAACP said.

But Rasheed acknowledges that some of the goals have not been met because of economic downsizing and setbacks. Further, he said that those companies most willing to sign agreements are large, high-profile, consumer-oriented companies.

“Many smaller companies, unless they have a product to sell, it’s not a priority,” Rasheed said. “With 14 million businesses in America, there are obviously a lot of companies that probably need to be sensitized with respect to affirming equal opportunity.”

A similar program exists for Latinos. The Washington-based Hispanic Assn. on Corporate Responsibility (HACR), a coalition of eight Latino groups, began working three years ago. It has reached agreements with eight companies, including Pacific Bell, Coors, GM, Ford and Chrysler.

“The companies that we deal with are those looking to get a competitive edge in the Hispanic market,” said HACR President Richard Bela.

Some of the earlier agreements followed the affirmative action model with goals, timetables and audits, but HACR has since moved away from that, Bela said.

Although employment numbers overall have risen for Latinos, they represent fewer than 2% of senior executive positions and board seats of industrial and service companies listed in the Fortune 1000 directory.

“Another process is in place and affirmative action programs don’t go beyond that,” Bela said. “It’s who you know and who mentors you. It’s personal and social, and we don’t have that access.”