Whether you call it community investment or corporate social responsibility, many companies find promoting social good is a win-win strategy that serves the world, their community and the business.

Corporate social responsibility and community investment can showcase and celebrate a company's community commitments and values. A CSR platform reflects mission and vision and should be aligned with strategic priorities. Companies often take into c…

As the expression goes, “Tell me what you value and I’ll tell you who you are.” Values do speak volumes, don’t they? There are many ways to approach your community investment strategy, and the first stop along the journey is defining who you are as an organization and what you care about. Decision making on all kinds of levels becomes easy when you know who you are.

Here are some considerations to keep in mind when building your CSR platform:

EMPLOYEE ENGAGEMENT

Community investment programs that align with corporate strategy and values positively impact morale, build culture and spark corporate storytelling.
Having a robust and visible platform makes for easier recruitment by your HR team especially considering that millennials want to connect with employers on the basis of shared values and are more likely than any other generation to look into what issues a company supports as a consideration of employment.
Many large companies reserve a portion of their budget to support employees’ favourite charities (often identified by way of cross-company vote), and payroll giving and matched funding are indicative of the trend.

BRAND BUILDING

A company’s corporate social responsibility commitments promote brand recall, build positive sentiment and can be a means to humanize the brand.
A significant number of Canadians say they are loyal to cause-affiliated brands and make buying decisions accordingly.
CSR investments don’t always yield direct commercial returns, but rather reinforce core values, positioning and brand differentiation.

What is your organization uniquely positioned to do, and where can your strengths make a difference?

CONSIDERATIONS

Where do your values take you in terms of considering who and what to support?
What amount of resources (financial and otherwise) are you able to dedicate to your program?
Where can you find opportunities for customer connections through your program?
How can you weave your CSR commitments into everything you do?
When you enter into new partnerships, how can you elevate an experience, add value or educate?
What brand leadership can you demonstrate?
How do you envision your corporate legacy?

Good intentions, strong leadership and clarity around your mission, vision and values are the foundation of your CSR program.

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The Road to Good Corporate Citizenship