THE INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY ON CORPORATE GIVING
You’ve heard me use the term Corporate Social Responsibility (CSR). It is the increase in the number of corporations attemping to define and implement their CSR that is also influencing corporate philanthropy.
Corporate Social Responsibility is not a new concept. It actually has been an ‘activity’ of corporations for over 100 years. We’ll explore its roots a little further into this series.
But it is the phenomenal growth of CSR over the last twenty years, both in number of companies embracing its tenets as well as companies creating a more deeply integrated CSR strategy in their business model, which has been a driving force in the way corporations are defining and implementing their philanthropic activities. Essentially, CSR is a strategic shift away from ‘giving to’ charities, toward ‘investing in’ opportunities with charities, opportunities that align with their business goals.
What used to look like this: A corporation giving in a variety of ways to a variety of causes that were defined primarily by societal and community pressures…
Begins to look more like this: a turning inward to investigate the corporations basic social, brand and financial benefits and then identifying a unified cause that aligns and supports beneficial outcomes to those measures.
Does this mean there is less for us?
Absolutely not, the amount of corporate giving is increasing, its just the segments in which we will be viable partners are different.
Hear from Jerry Lee, co-founder of Newton Running, talk about his desire to express social responsibility through the vision and mission of his companys philanthropy.
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Up tomorrow: Influences on Nonprofit Organizations in seeking more sustainable corporate funding.