Corporate social responsibility (CSR) is a movement that encourages companies to advocate for social and environmental concerns within their activities and in their relationships with their customers, employees and investors. While corporate participation in CSR programs is at an all-time high, some companies are still missing out on the benefits of these programs.
CSR campaigns enhance a company’s reputation and brand image by providing a valuable opportunity to link branding with consumer values. These days consumers expect to get more for their money, so a great way to stand out among the competition is to provide the consumer with the feeling of satisfaction that comes with philanthropy. A good reputation enhanced by CSR involvement also makes companies more attractive to investors and makes it easier to recruit the best employees. The increased media attention that results from CSR campaigns provides companies with another valuable avenue for exposure.
Corporations can donate money, use of their facilities, property, services, products, or advertising support. Also, employee volunteer work groups can be formed to donate their time to the cause.
Here are a few of our favorite CSR campaigns:
• Project Pet Project supports Carolina Canines for Service, a non-profit corporation that provides people with disabilities enhanced independence through the gift of a quality trained service dog.
• The Dove Campaign for Real Beauty supports the DOVE mission to make more women feel beautiful every day by widening stereotypical views of beauty and encouraging self esteem in women of all colors, shapes and sizes.
• Haagen-Dazs loves Honey Bees provides a way to indulge in your favorite treats without the guilt. Haagen-Dazs is donating money in support of honey bee and sustainable pollution research programs. When you enjoy any of the “Bee-Dependent” ice cream flavors, a portion of the proceeds is donated to research.
• American Express (UK only), Converse, Gap, Emporio Armani, Dell, Windows, Apple, Hallmark, and Starbucks have partnered with the Global Fund to produce (RED) branded products that support African AIDS programs. These products are produced at no additional expense to the consumer.
