Checklist: What’s your level of corporate social responsibility?

Corporate social responsibility was virtually unheard of a decade ago. Today, however, most companies are instituting CSR measures to some degree. According to KPMG International, 74% of the top 100 U.S. companies in revenue published corporate responsibility information in 2008, up from 37% in 2005. 

The level of commitment to social and environmental issues can vary widely, however. While some companies dedicate a significant amount of time and resources to corporate citizenship, other companies barely scratch the surface with minimal compliance.

What about your business? Do you know how it measures up to other institutions of comparable size or structure when it comes to social responsibility? Below is a quick checklist*, broken down into five levels that range from low commitment to high involvement. Check off the practices that best relate to your company to find your level of CSR.

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Level 1: CS-What?

__ Sees no corporate relationship to social or environmental community issues.

__ Achieves the bare minimum of social or environmental measures required by law.

__ Sets only profit-based corporate goals.

Level 2: Squeaking By

__ Takes a non-strategic, “management by crisis” approach to social or environmental concerns.

__ Ensures basic compliance is met regarding environmental, labor, safety and health regulations.

__ CSR communications are marketing-based only and not consistent.

Level 3: Strategic

__ Develops a CSR plan with a dedicated budget, but compartmentalized approach.

__ CSR objectives are incorporated into business mission, values and vision.

__ Selects initiatives that positively affect business outcomes; e.g., environmental efficiency or socially responsible product lines.

Level 4: Assimilated

__ Involves stakeholders in determining CSR initiatives that address emerging social needs.

__ Incorporates CSR goals into all business operations and policies.

__ Establishes and tracks benchmarks internally and within the industry.

Level 5: Altruistic

__ Primary corporate mission is focused on creating a better society or environment.

__ Products and services are aligned to fulfill corporate mission.

__ Marketing and communications are dedicated to enhancing community, national or global awareness of causes and affecting public policy.

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How is this checklist useful? First, it can help you pinpoint where your organization is right now regarding corporate social responsibility. Second, it initiates the conversation of how to move to the next level.

Interestingly, as I studied these levels I realized that there’s a strong correlation to Lawrence Kohlberg’s levels of moral reasoning. In other words, our businesses can and should continue to evolve – just as individuals do – to achieve a higher level of social and ethical responsibility.

*Checklist is loosely based on a worksheet produced by Strandberg Consulting.

– LuAnne Speeter

Support NEED magazine so it can accomplish its humanitarian goals

NEED magazine

When I started up The Altruistic Marketer in June, I asked Stephanie Kinnunen if I could include the Web site for her publication, NEED magazine, in my blog roll. She enthusiastically gave me her blessing and I’m proud to support it.

NEED publishes an incredibly powerful magazine and its mission is simple: to support humanitarian efforts. But this lofty mission requires a down-to-earth solution to keep it going: financial support.

Stephanie and her husband, Kelly, launched NEED in 2006 with the motto, “We are not out to save the world but to tell the stories of those who are.” Its photojournalistic style and publication quality rival National Geographic. Only six staff members are paid – the rest contribute writing, editing, photography and more out of commitment to the organization’s goals.

The next issue is now ready to go to press, but the funds aren’t there to make it happen. The bad economy and lack of investors threaten the future of this extraordinary effort.

I urge you to check out NEED’s Web site and consider subscribing, contributing your marketing/editing/photographic talents and/or making a cash donation.

And if you live in the Minneapolis area, join NEED magazine on Peavey Plaza (Nicollet Mall and 11^th St.) on Thursday, August 20, from 6 – 8 p.m. for “Street Music for Street Kids,” an evening of free music dedicated to helping street children.

We need NEED magazine – and it needs you.

NEED fact sheet.

– LuAnne Speeter

What nonprofits are teaching for-profits about business values

Once upon a time, nonprofit organizations were considered the poor cousins of business. Marketing consisted of amateurish one-color (aka black type) brochures cranked out on a discarded church mimeograph machine and local-access cable programming. The orgs prevailed, fueled by a common vision and passion shared by both leaders and worker-bees (often one and the same), which created a powerful, effective community.

Eventually, nonprofits started taking marketing cues from their more sophisticated and monied counterparts. They constructed brand identities, built leadership infrastructures based on business models and targeted their messages to leverage specific fundraising audiences and mechanisms. But they retained the fire-in-the-belly commitment to their unifying values.

The time is right for for-profit businesses to learn from the nonprofits in order to generate greater enthusiasm, a deeper sense of shared mission and a stronger, more viable brand. How do you begin?

Define your values. Clarify how your business aligns with the passions and needs of the customer and the community (local, national or global) and find that deeper social and emotional connection.

Develop partnerships with nonprofits. Include their banner ads on your website and add your branding and support to sponsorship opportunities, such as marathons or brochure printing and e-mail marketing costs.

Focus more on relationships. Take the time to know your repeat customers. Let the relationship supersede transactions. In many cases, your extra efforts will enhance loyalty, increase your margins and facilitate cross-selling.

Leverage social media channels. If you’re rabid about proving ROI, social media results still fall under the “other” category. But if your market is really into blogging, LinkedIn, Facebook, Twitter, etc., you should be, too, so you can be visible, vocal and accessible. According to comScore, social networks now log 147 million unique U.S. visitors – and the number of unique Twitterers grew an astounding 2,681% from May 2008 to May 2009!

Socially responsible business practices don’t replace profitability but can enhance it. Tap into your customers’ inherent sense of altruism and allow them to enjoy the immediate satisfaction of helping others while growing your business.

Do you know of ways businesses can spark social involvement? I welcome your comments!

– LuAnne Speeter