CSR: Guide to corporate giving, public trust

…ensure your employees are engaged, motivated
It is a known fact that, the global development community has looked upon Corporate Social Responsibility (CSR) programs with a certain degree of skepticism. Too many companies, critics argue, have used their corporate donations to atone for — or distract from — harmful and unethical business practices.

Corporate giving has proven an easy way to counter the claims of activist groups and can help rebuild public trust when a company is under fire. Corporate giving can also help avoid costly new regulations by assuaging politicians and their constituencies. Even if a company is on good terms with the public, associating with a good cause is a relatively cheap way to bolster a company’s image or advertise among niche groups.
Analysts are of the view that this perception has done more harm to companies than not. Some of these analysts believe that CSR programmes can be a win-win for companies and the societies where they do business.

Speaking on the way forward on this issue, an expert in CSR, Pwano Maxwell told Daily Times that, “Practitioners must understand that CSR is about having a purpose that is about more than making a profit; and having a set of ethics and values that run right through the heart of your businesses.

“As a small business owner or director, you need to personally define that purpose and ensure you align the way your business operates with your personal values. I would recommend you sit somewhere quiet, close your eyes and think about your purpose and values. Have you lost sight of the goals of your business and the wonderful things you wanted to achieve when you first started, or have those ideals changed over the years?”

According to him, “Once you clearly define and align purpose and values, your company’s CSR endeavours would be completely authentic and it will be much easier to reap the benefits. You will also be surprised at how much better you will feel personally.”

While reacting to issues on brand building and how it relates to CSR, he also pointed out that, “when people think of branding, they think logo, company colours, style of website and literature. But company values should also be an essential part of your branding. Tell your client base, or potential client base, what your values are. Are there any policies or reports available? How transparent are your terms and conditions? Ensure you’re communicating your values throughout your branding!”

“Has all this warm and fuzzy information been communicated down to your employees, he queried? They are the window to the outside world, to your customers, potential customers and even future employees, so ensure they fully understand the company culture and what it is you stand for,” he added.
Also, a brand and marketing analyst, Samuel Ajayi posited that, “Communicating is meaningless unless it is authentic, and that authenticity must start in the workplace. Ensure your employees are engaged and motivated. You’ve cascaded information down, and now you want employees to communicate back up. Find out how they really feel about the company as employees; if they feel there is anything that could be done to improve relationships with customers and suppliers; what community projects they would like to support; and how they feel environmental impacts can be reduced. Listen to them and engage them. Get them involved in bringing their ideas to fruition. This way they’ll feel even more engaged and motivated.”

According to him, “Use all the means available to communicate your CSR successes externally. Use social media, issue press releases, write blogs. And at the end of each year, why not do a short report? Maybe, just a couple of slides with lots of pictures and brief information about what you have achieved in the last 12 months?”

“Good PR does not change bad practices. In today’s highly interconnected world, half-baked or tokenistic actions can not only be dangerous, but are rarely worth publicising. Commit to your cause properly. Set KPI’s for the community groups and causes you invest in. You also have to decide how this cause aligns with your company and the work that you are doing on a professional level.” He noted.
He added that, “CSR is becoming increasingly important for all types of companies because social responsibility and environmental issues have become a major consideration for a lot of consumers. Help your stakeholders to understand how it can add value to you and your staff. Much like equality and social mobility credentials, CSR will soon become a factor for procurement score cards, and early adopters are likely to benefit from starting on their environmental policies early.”
 

Stories by Godwin Anyebe