Is a Corporate Social Responsibility (CSR) programme just for larger businesses to demonstrate their ethical credentials to shareholders and customers and companies looking to do some 'team bonding' whilst building something together? Or is it something that can be long-lasting, benefitting communities and stimulating businesses?
From what I've experienced, working with a wide range of clients from coffee companies to supermarkets to SMEs and start-ups, the latter can be true. Projects done in the right way with commitment can be benefit both sides. I have seen examples of where it has and hasn't worked. Good CSR programmes can make a difference to individuals, buisinesses and communities if delivered with some thought and longer-term perspective.
Not only do those on the receiving end benefit, CSR in all its various forms, can provide many positive aspects to office life too. Take annual charity fun runs for example - they can be a great chance for people to get fit, do a bit of team building and raise cash for a good cause. You don't even have to run but can help fundraise or walk! The OX5 Run has been a fantastic way of raising money for the Oxford Children's Hospital - this year it raised £50,000 for new equipment. Oxfordshire-based recruitment firm Allen Associates has sponsored the event for two years now and has been heavily involved in promoting it. Going to their awards evening this year and meeeting some of the children who have benefitted from the new equipment was just awe-inspiring. (photo above: with GMTV presenters Emma Crosby and Kirsty McCabe and Jason Donovan who started this year's OX5 Run)
My sister set up a fun charity challenge for 2010 (in her spare moments from her busy job!) with a friend called '10 4 10' - with 10 creative challenges to appeal to different interests - from mountaineering to gardening and design - to raise money for 10 different charities. Special awards for completing all 10!
Here are a few more thoughts and ideas:
- Think local: Choose a charity or project that serves the community in which your business operates and where many of your staff will live.
- It's not all about the money: smaller businesses that don't have much extra cash to give, can be a bit more creative with their CSR - giving of a little time or expertise can be just as much of a benefit - supporting local schools by providing work experience placements is just one idea - you might even find your next talented recruit!
- Think longer-term: it takes time to get to know a project, charity or community. Take a little time to explore what's around your area or what might be a good fit with your business and its values, expertise and resources.
- From the heart: why not ask staff if there is something they are already involved in out of office hours that you could support as a business and free up some staff time to get involved too.
- Get active: there are many charity fun runs, for example that take place every year - why not encourage staff to get fit and raise money for a good cause.
Moving away from short-term goodwill gestures or high profile one-off projects that might grab attention and be nice for staff, towards a longer-term view and valuable relationship-building can benefit all involved. Economic challenges? What difference does that make? Surely building businesses and communities goes hand-in-hand.
