In the digital age, a company’s decisions and their impact on the broader world are on
display for all to see.
Seven steps to pitching and launching a CSR
program
Below is a preview of the seven steps to launching a corporate social responsibility
program.
1. Define corporate social responsibility
2. Understand the benefits to your organization
3. Get executive buy-in for the program
4. Establish your baseline and your long-term vision
5. Explore unique opportunities relevant to your mission
6. Create metrics to measure your program's impact
7. Stay connected with the CSR community
1. Define corporate social responsibility
When companies practice corporate social responsibility, they are acting in a way that
contributes positively to society. CSR often includes an economic, social, or
environmental component, wherein companies measure, monitor, and improve their
impact on society as a whole. It's a similar philosophy to the quadruple bottom line, which
means companies consider their actions based on their impact on people, the planet, profit,
and its purpose.
"What CSR means at Wealthsimple can be very different than what it means to other
organizations. You should think about what impact you want your business to have," she
explains. However, she sees the future of business as one in which all companies have a
strong mission and CSR programs built off that mission.
Mallory continues, "I think there will be a transition of how we've traditionally thought about
CSR and what it will become. A lot of businesses have made unethical business decisions
and then introduced CSR to conceal it. But you see more leaders speaking out against that,
and I believe few will tolerate that going forward. If ethical business and social responsibility
aren't at the core of what you do, then you're unlikely to succeed in the future."
2. Understand the benefits to your organization
When you're trying to grow a business, there are many priorities, so some companies might not
immediately see the benefits of having a CSR program. For Mallory, her pitch positioned CSR from
the angle of how it would benefit the business, clients, employees, and the community.
3. Get executive buy-in for the program
We want to empower people to make a positive impact with their everyday consumer
choices and support companies that are changing the world. It's a business model where
purpose and profit are not mutually exclusive."
Corporate social responsibility is the future of business."
5. Explore unique opportunities relevant to your
mission
One way to identify opportunities for your company’s CSR program is to start with your
company’s mission.
1. Research
Do your research. You can identify businesses that are likely to be interested in
supporting your work by looking at the businesses that have a history of supporting
CSR initiatives. You can also target businesses that operate in the same sector as
your NGO. For example, if your NGO works to provide clean water to
communities in need, you could target businesses that sell bottled water.
2. Proposal
Develop a strong proposal. Your proposal should be clear, concise, and persuasive.
It should outline your project, the problem that it will address, and how the funding
will be used. For example, your proposal could include information about the
number of people who will benefit from your project, the costs associated with the
project, and how the funding will be used to achieve your goals.
3. Q&A
Be prepared to answer questions. Potential funders may want to know about your
organization’s track record, your plans for sustainability, and your impact on the
community. Be prepared to answer these questions in a clear and concise way. For
example, you could provide information about your organization’s mission
statement, your financial statements, your impact reports and most important your
governance structure.
4. Relationship
Build relationships with potential funders. Attend industry events, meet with business
leaders, and make your organization known. The more people who know about your
work, the more likely you are to get funding. For example, you could attend
industry conferences, volunteer at business events, or connect with business leaders
on LinkedIn.
5. Persistency
Be persistent. Don’t give up if you don’t get funding from the first few businesses that
you approach. Keep trying until you find a funder who is interested in supporting your
work. For example, you could continue to network with business leaders, attend
industry events, and submit grant applications.
6. Transparency
Be transparent. Be open and honest with potential funders about your organization’s
finances and operations. This will help to build trust and credibility. For example,
you could provide potential funders with copies of your organization’s financial
statements, your impact reports, and your volunteer hours.
7. Accountability
Be accountable. Use the funding that you receive to achieve your goals and make a
real difference in the world. This will show potential funders that your organization is
a good investment. For example, you could provide potential funders with
updates on your progress, share stories about the people you have helped, and
show how your organization has made a difference in the world.
8. Greatfulness
Be grateful. Thank potential funders for their support and let them know how their
funding is making a difference. This will show that you appreciate their investment
and that you are committed to using the funding wisely. For example, you could
send a thank-you note to potential funders, share stories about the people you have
helped, and show how your organization has made a difference in the world.
9. Professionalism
Be professional. Communicate with potential funders in a professional and respectful
manner. This will help to make a good impression and increase your chances of
getting funding. For example, you could use proper grammar and spelling, avoid
using jargon, and be respectful of potential funders’ time.
10. Patience
Be patient. It may take time to find a funder who is interested in supporting your
work. Don’t give up and keep trying. For example, you could continue to network
with business leaders, attend industry events, and submit grant applications.
