In today’s tumultuous economy, companies are finding that the customers’ trust and respect is almost as important as profit. More and more companies have developed their own corporate social responsibility programs. Following a rather general template:

• Choose an affiliate organization with RELEVANCE to their product/service
• Make a campaign with the highest ROI possible
• Pick a cause affecting certain DEMOGRAPHICS
• Build a RELATIONSHIP with community

However, CSR has almost become trite. The market is now inundated with these cookie-cutter campaigns and there is hardly any originality. Of course, there are a few that break the mold. For example:

1. TOMS Shoes – With every pair you purchase, TOMS will give a pair of new shoes to a child in need. One Day Without Shoes is a day to spread awareness about the impact a simple pair of shoes can have on a child’s life. On April 8th, TOMS Shoes asks people to go the day, part of the day or even just a few minutes, barefoot, to experience a life without shoes first-hand, and inspire others at the same time.
2. Ford -  “Invisible People” Campaign is InvisiblePeople.tv host, Mark Horvath, traveling across America to capture the stories of people without a home. By visiting tent cities, motels, and other modern-day accommodations for people without a home, this tour will unearth the modern-day realities of homelessness while providing a venue for “invisible” people to tell their story, raw and unedited.
   

   Logo is a trademark of Pepsi

3. Pepsi – Pepsi Refresh is looking for people, businesses, and non-profits with ideas that will have a positive communityimpact. Anyone can submit an idea and vote for their favorites. Each month, there will be up to 32 potential Pepsi Refresh Grant Recipients selected.

There is one technique I’ve been following, recently, which combines CSR with some flash – PHILANTHROPY. The world is filled with foundations offering grants, funds, and awards to programs or individuals for going above and beyond expectations. Although the foundations aren’t the same as a company, the idea is solid. In fact, it parallels a CSR campaign in some areas.

The cause still has to be relevant and focused and relationships must be built. However, there are neat advantages to having a more philanthropic mind-frame.

• COMPETITION to receive an award or grant increases visibility and buzz
• Grants/awards can be given annually, creating a more EVERGREEN campaign
• When a recipient is chosen it’s the perfect opportunity for a large EVENT

What do you think? What are the advantages/disadvantages?

Tags: Branding, campaign, Corporate social responsibility, integrated marketing, marketing, Philanthropy, pr, PR Scoup, public relations, Social Responsibility, tools, Trust

This entry was posted on April 19, 2010 at 10:03 am. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

Posted in Corporate Social Responsibility Public Relations Social Responsibility by Gabe Chesman 7 Comments