1. Align your cause with the business
If your small business is in the personal care business it probably doesn't hold the resources to really help fix the education system. Why not give to a reason where you can leverage your talent, connections, or resources? To determine what cause to pursue, examine the social and environmental hazards of your own industry, and think about strategies to address them in such a way that could also give your company a benefit and prove your competency. Find out what causes your potential customers care about. The Council on Foundations reports that 65% of Americans would change to a brand name associated with good cause price and quality being equal.
2. Before beginning
Have rules for deciding on a charity that clearly state how charitable donations are granted as well as to whom to create a experience of fairness; don't just pick a charity just because a senior manager carries a preference. Plan your brand messaging, budgeting, strategy, and plans to coordinate your company resources and get everyone committed. Get all employees motivated and involved through internal communications (newsletters, posters, emails). Employee volunteerism is shown to increase leadership skills and job satisfaction. If it's maintained by paid time off, it even helps boost company reportable giving contributions. Instead of just assigning a frontrunner, cross functional teams or committees will be more great at implementing corporate social responsibility initiatives. Marketing should use the lead on social-responsibility programs; they could find opportunities for product differentiation and customer loyalty that integrate methods to social and environmental problems.
3. Be cognizant of pending legislation and prepare to disclose ( Read about Apotex layoffs )
Some that believe corporate philanthropy is being utilized to perpetrate and perpetuate scandals in corporate America. The National Committee for Responsive Philanthropy (NCRP), a watchdog, research and advocacy organization, is calling for greater disclosure for corporate giving programs. Corporate charitable gifts could also be used as bribes to encourage corporate directors to overlook financial improprieties (i.e. Enron). NCRP recommends the SEC adopt disclosure requirements for those corporate philanthropic.
4. Have more customers and employees
Using the increasing worry about social and environmental issues, consumers need to know exactly what a brand really is short for whenever they buy. A brand's reality has got to match its reputation; customers want total consistency. It may give customers one other reason to choose your product or service over the competitors, and also better, another reason for customers to get evangelists for your personal brand. Increasingly, employees pick the companies they benefit based no less than in part on the degree of their corporate responsibility. Social responsibility programs are actually one of many top reasons young graduates select a company. Leading to a cause gives employees a deeper experience of link to the organization, and also the company gains a competitive advantage in staff recruitment and retention. 87% of employees at companies with corporate responsibility programs feel a stronger experience of loyalty on their employers.
5. Lower costs
Some companies are finding how the upfront price of being eco-friendly (like making an investment in solar powered energy) can be a long-term savings. Take a look at your value chain or the materials found in your products or services. Saving energy reduces operating expenses, but reduces co2 emissions at the same time. This saving can roughly make it to the area (based on the type of company) of .5% - 5%. Having integrity with your manufacturing process will not be an only a means to make up environmental impact and adhere to legal standards, it's ways to prevent consumer complaints. Being responsible means being a step ahead of legislation so your company is prepared when legislation is enforced.
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