Corporate Social Responsibility Strategies鈥擧ave a Heart, Market Smart
As the saying goes, 鈥渋t IS better to give than to receive.鈥� When done sincerely and consistently, the plentiful rewards far surpass that wonderful, warm-and-fuzzy joy you feel from acting philanthropic only every now and then.
Gone are the days when writing a single check comprised an entire corporate social responsibility (CSR) program. Today, CSR can assume any and every number of forms鈥攄onating to or joining forces with a nonprofit, volunteering time to a local charity, implementing comprehensive environmental practices and so much more. Whatever your cause or causes, modern corporate social responsibility means stalwart support that talks the talk and walks the walk.
Successful CSR programs offer an extraordinary opportunity to enrich your brand first, while doing good and pleasing your internal and external audiences. Invest a wholehearted approach, but remember it鈥檚 vital to strike the right balance with your CSR marketing. Apply these guidelines, and your corporate social responsibility program can be an enduring achievement EVERYONE is proud to talk about.
Go organic.
Nope, we don鈥檛 mean 鈥済reen.鈥� Well, not necessarily. Here we鈥檙e talking about choosing causes that are a natural fit for your brand. Define which issues complement your brand and are important to the people connected with it鈥攜our customers, employees and stakeholders. Meaningful causes impart authenticity, galvanize support and build symbiotic relationships.
Plan it out.
Like any mission on which your organization embarks, your CSR marketing strategy should be tactical and orderly. Identify your audiences, your CSR communications message and the platforms from which you鈥檒l spread the word. Explore partnership possibilities. Prioritize and schedule future efforts. Allow your strategy to evolve.
Lobby your labor.
Involve all of your employees, and encourage them to collaborate and contribute to the cause. There are few methods that engender the same enthusiasm as rallying together to back a great cause. What organization wouldn鈥檛 benefit deeply from that kind of team spirit?
Get factual.
Keep track of your company鈥檚 commitments, and gather every pertinent fact and figure. Measure and report your findings. Whether they鈥檙e regarding your energy savings, recycling program or community outreach, your CSR communications are most effective (and credible) when you can document your efforts and any results they generate.
Let鈥檚 be real.
Empty gestures and hidden agendas leave a sour taste in everyone鈥檚 mouths. Honesty is your best policy, and a truly dedicated, heartfelt approach to your efforts will shine through. Prove CSR is more than a hollow buzzword thrown around the boardroom鈥攁nd whatever you do, please don鈥檛 stretch, bend or otherwise twist the truth.
Toot your own horn.
Really, it鈥檚 okay to promote your CSR accomplishments. When performed elegantly, your CSR marketing campaign should probably cross over every platform, like your creative, website and social media, to tell the world about the positive things you鈥檙e doing.
At Dana, we鈥檇 be delighted to help you do just that. Reach out to Lynn Kaniper at lkaniper@danacommunications.com.