CSR Strategies

Corporate Social Responsibility programs manifest as the following six strategies:

1. Cause Promotions: A corporation provides funds, in-kind contributions, or other corporate resources to increase awareness and concern about a social cause or to support fundraising, participation, or volunteer recruitment for a cause. The corporation may initiate and manage the promotion on its own; it may be a major partner in an effort; or it may be one of several sponsors.
   
   
2. Cause-Related Marketing: A corporation commits to making a contribution or donating a percentage of revenues to a specific cause based on product sales. Most commonly this offer is for an announced period of time, for a specific product, and for a specified charity. In this scenario, a corporation is most often partnered with a nonprofit organization, creating a mutually beneficial relationship designed to increase sales of a particular product and to generate financial support for the charity. The consumer thinks of this as a win-win-win, as it provides consumers an opportunity to contribute for free to their favorite charities as well.
   
   
3. Corporate Social Marketing: A corporation supports the development and/or implementation of a behavior change campaign intended to improve public health, safety, the environment, or community well-being. The distinguishing feature is the behavior change focus, which differentiates if from cause promotions that focus on supporting awareness, fundraising, and volunteer recruitment for a cause. A corporation may develop and implement a behavior change campaign on its own (tobacco and alcoholic beverage companies are good examples), but more often it involves partners in public sector agencies and/or nonprofit organizations.
   
   
4. Corporate Philanthropy: A corporation makes a direct contribution to a charity or cause, most often in the form of cash grants, donations, and/or in-kind services. This is perhaps the most traditional of all corporate social initiatives.
   
   
5. Community Volunteering: A corporation supports and encourages employees, retail partners, and/or franchise members to volunteer their time to support local community organizations and causes. This activity may be a stand-alone effort or it may be done in partnership with a nonprofit organization. Volunteer activities may be organized by the corporation, or employees may choose their own activities and receive support from the company through such means a paid time off.
   
   
6. Socially Responsible Business Practices: A corporation adopts and conducts discretionary business practices and investments that support social causes to improve community well-being and protect the environment. Initiatives may be conceived of and implemented by the corporation or they may be in partnership with others.