It takes more than a giant cheque

chequeI’m often surprised by the lack of attention that companies give to their corporate social responsibility (CSR) programs. CSR can be powerful and energizing for a company but oftentimes, the investment isn’t being maximized to its full potential.

So how do you make your charitable efforts make sense financially and a sincere difference in the world?

First, you look at your company’s values and identify a cause you and your employees as passionate about. This will likely be a cause that relates to the work you do.

Then, you identify unique ways for your efforts to make a real difference. You do extensive research to find a service or organization that you believe in. Then, you decide how to support their efforts and maximize your contribution. It can be an annual cash donation, supplying goods, giving staff time off to volunteer or hosting a free event (all of which our client Townline has done this year). You can also consider setting up your own program, such as having your staff drop individualized milks off at a low-income school every Friday for the kindergarten classes.

Lastly, you promote your efforts. Some people hate this part, but it makes your employees and clients feel good about your company, and it encourages others to pull up their socks and give back too.

There are lots of reasons to have a program: corporate values, building your brand’s reputation, stakeholder benefits and sales (87% of consumers would switch from one brand to another if the other were associated with a good cause), to name a few. Through a strategic, meaningful and sincere corporate responsibility plan, you can maximize your contributions and see benefits from your actions.

I’m curious to know: Have you heard of a cool CRS program lately? What companies come to mind when you think of CSR?

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1 Response to “It takes more than a giant cheque”


  1. 1 seo watford August 3, 2013 at 12:19 am

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