More Than a Buzz Word: Why Corporate Social Responsibility is Vital to Both Businesses and Non-Profits

In the 1970s when the US Committee for Economic Development first put forth the idea of creating a mutually beneficial relationship between corporate decision makers and the communities in which they live and work, the main focus was to encourage businesses to be more involved in a socially responsible way. But the theory behind structured corporate philanthropy has actually existed for centuries and still remains as a central theme of Corporate Social Responsibility (CSR) today.

While the corporate community has traditionally been motivated by the goal of maximizing profits, over the decades there has been an evolving realization among business leaders that they must take responsibility for more than producing financial results for shareholders and investors. Along the way there has been a growing recognition that social, as well as financial responsibility, is a necessity.

The Business Benefits of CSR

Companies are taking this message seriously as they seek ways to improve and support the needs of people and the planet.  Interestingly, but not surprisingly, those companies that are engaged in helping others are reaping benefits from their efforts. Genuine dedication to an approach that combines profits, people, and the planet can, and does, bring extraordinary rewards, such as being:

• A useful marketing tool that enhances the company’s brand name and reputation with customers and prospects, vendors and suppliers, referral sources and the community at large
• A powerful retention tool and motivating force for increasing current and future employee loyalty by cultivating satisfaction and a nurturing culture based on its distinctive commitment to do the right thing for people and the planet
• A path to greater cost effectiveness that results from seeking out energy-reducing processes and embracing a range of efficient, environmentally friendly procedures

Business Size Doesn’t Matter When it Comes to Making an Impact

There are many well-known national and international organizations that are fostering critical partnerships in the nonprofit community by doing the right thing and at the same time are building awareness for their efforts. These include Patagonia, Bobbi Brown, Home Depot, Ben & Jerry’s and Bombas, to name just a few.

At the same time, small, local businesses are equally as effective at being socially responsible and connecting with their neighborhood nonprofit organizations. From encouraging employees to serve as community volunteers to offering financial support and grants to supporting youth clubs and sports groups, to seeking out environmentally sustainable initiatives, ‘companies that care’ are having a positive impact on their employees, their community, the planet – and their own profits as well.

Corporate Partnerships are Key to Think Big’s Mission

Building strategic relationships with corporate business leaders is a key principle for Think Big for Kids. To fulfill our mission of providing middle school and high school students with an awareness of career opportunities along with the chance to be mentored, and trained in order to build new skills, we rely on the support of the greater corporate community.

To offer underserved kids an insider’s view of a broad spectrum of job possibilities and essential connections to business leaders, there needs to be a meaningful relationship between Think Big and local business leaders. From manufacturing facilities to construction sites and from public works to private professional service firms, owners and senior leaders need to contribute knowledge, experience, guidance and time to give these young people the proper exposure to all the potential jobs they may someday pursue.

Sally Glick is a marketing, communications and public relations expert, an active board member of numerous non-profit and trade associations, and a tireless advocate and community liaison. She is happily retired in California but maintains strong ties with the New Jersey business community.