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Corporate social responsibility - the strategy of achieving commercial success while demonstrating values that nurture people, communities and the environment - is good business, especially for companies looking to differentiate from their competition.
The decision to implement a corporate social responsibility (CSR) program can be both philanthropic and strategic:
CSR activities can be leveraged to build positive brand equity, acquire customers and attract exceptional people.
Get the most out of your CRS program with a planned approach designed to get results.
1. Get Focused
There are hundreds of causes and initiatives that need support and can benefit from your company’s investment, but spreading yourself too thin can dilute the impact of your CSR initiatives. Commit your business and resources toward one cause, rather than three or four or more: not only will your resources go farther with greater impact, you will also gain maximum visibility through repeat exposure in and around one, or a small number of organizations.
2. It's all Relative
Virtually any charitable cause is as valuable or deserving of support as another, so you need to narrow the options. How? By looking at how closely associated a particular organization is with your own business objectives and brand strategy. For example, a company looking to differentiate itself on an environmental platform would be best served by selecting a charity focused on green practices.
3. Fill a Void
For maximum impact, select a cause or initiative that isn’t already widely spoken for. When a particular charity is already closely associated with a sponsor or program, the visibility afforded to newer partners is often less. While a large national charity may have dozens of high profile supporters that may overshadow a new contributor’s involvement, local or highly specialized charities may be able to offer your business more visibility and a stronger voice.
4. Actions Speak Louder than Words
Financial donations are always welcome, but putting your commitment into action captures customers’ attention in a much more direct way. Rather than simply writing a cheque, look for ways your business practices can change to become more sustainable, and involve staff in hands-on projects that make a direct impact on the cause. Supporting not only a cause, but the events and initiatives that define them, offer tangible opportunities to highlight your company’s commitment.
Now that you know how to define your CSR program to gain maximum impact, spread the news! The key to deriving benefit from CSR lies in your ability to craft an impactful message and deliver it to your customers and prospects in a meaningful way. Contact 5th business to find out more about leveraging your CSR activities to promote goodwill and great business opportunities. | 
