Three Million Moments

The Corporate Social Responsibility Myth

February 14th, 2007

CSR. I’ve heard anecdotally (please someone with some real stats respond) that this year US corporations will spend $1 Trillion collectively on CSR programs. And why are we doing it? Tax deductions? Nah, it’s supposed to make us feel good. And at the end of the day, our best intentions are that it will actually do good.

The problem is, today people just don’t buy it. They don’t trust that corporations really care, and see CSR as a manipulative ploy to earn their spending dollars. Or so found the DDB Brand Integrity Group in their recent trust survey on CSR. Read more about it on the Cause Marketing Forum. They cited three reasons your CSR efforts may be perceived a myth, and tips for successfully creating and communicating effective CSR programs.

First, “respondents cited insincerity with first-party seals of approval, and rejected campaigns that lacked specificity and transparency.” People today have an appetite for more intimacy, and need to know more to establish trust. Don’t just share more detail, but involve your market in the campaign. Create opportunities to let customers be part of your giving, so that they know first hand that your giving is real. Whether or not they actually get involved, they will appreciate your effort to include them.

Secondly, “respondents did not find donation-with-purchase programs compelling.” CSR isn’t only about giving donations, or sharing part of your proceeds. There are other more meaningful ways to give including training, operational support and time. Focus on real tangible involvement, rather than a tax-deductible line item on a spreadsheet. Be authentic about who you are, and what you are supporting and how. Align your corporate cause with your company’s DNA.

Thirdly, “partnerships between corporations and nonprofits were often seen as self-serving efforts.” Self-serving doesn’t have to be a bad thing. As long as in serving yourself, you are also serving the greater good. (That means, you can’t serve greasy burgers and fries on one hand, and support charities fighting childhood obesity on the other.) You have to be ‘good’ in all aspects of business. Be courageous and align your company’s mission and operations to provide truly ‘good’ solutions. Rather than create another CSR myth, leave a real legacy to be proud of.

Entry Filed under: Future of Good