Corporate Social Responsibility Must Run Deep
Almost every large company has some type of Corporate Social Responsibility (CSR) program; it’s hard to achieve successful branding these days without one. CSR programs built within large corporations tend fall within one of two categories: Strategic CSR, and what ends up being straight-up philanthropy.
What is strategic CSR?
While many companies donate a percentage of their profits to a certain cause or organization, strategic CSR is built into the company’s core strategy. eBay, for example, has its own program labeled, “eBay it Forward“, which uses its competitive advantage – its interactive platform – to involve the global community in its CSR program. It touches the emotions of its users while impacting hundreds of non-profit organizations. By using the tools and skills they do best, eBay is actually increasing usage of its platform while making a difference. They are benefiting their cause and their bottom line.
Companies that simply write a cheque to be donated often realize unnecessary expenses and leave their employees and customers wondering how and why they are connected to the specific cause. Corporate donations can be incredibly helpful, but without ties to a company’s key stakeholders, core values and expertise, companies miss the opportunity to maximize their impact.
Better the World is shaping the strategic CSR field by combining its expertise in business strategy with pure innovation. Click here to see what we’re working on…
Source of inspiration for this post: Triple Pundit, “Creating Big Impact Through Community Engagement”