Making the Most of CSR

Viewpoint by Joseph Gelman, Partner

In embarking on CSR programs, marketers mustn’t lose sight of two key things:  First, the main objective is to create tangible and direct value for the business.  Second, CSR investments have little to do with other “philanthropy” activities the company may pursue.

Three considerations should guide the right CSR activities to ensure optimal returns. 

First, select and develop CSR activities where you can capitalize on your unique business capabilities.  Too many programs are adapted from others’ approaches without first analyzing what made them work there, and whether those realities would translate in a different business setting.

Second, make sure your programs will have an impact on stakeholders that are truly relevant to your business.  Designing CSR initiatives from a “social-media” impact matrix (versus one that weighs in on brand positioning and operational capacities) will result in non-differentiated programs that are difficult to deliver on.

Finally, make sure your CSR efforts reflect the realities of your geographic environment.  Particularly for multinational companies, a cause may not easily traverse borders and countries’ development levels.  It’s better in this situation to develop market-specific CSR strategies or develop a unified strategy that is uniquely adapted to the needs of every country where the business has a presence.

Underlying it all: Have a means of evaluating these activities against a CSR vision; a methodology for measuring return on investment, and communications that create impact while solidifying emotional attachment to the brand.