Corporate Social Responsibility and Your Bottom Line

By: Laura Mohammad
January 23rd, 2012

With “shop local” movements sweeping the country, consumers are making a concerted effort to invest in their communities. Of equal importance, however, is a commitment from local businesses to give back as well. From charitable donations to sponsoring scholarships to serving on executive boards, one expert advises his clients to place an emphasis on corporate social responsibility (CSR) to help boost their bottom lines.

“CSR is a big part of what we do,” says Gary Frisch, president of New Jersey-based Swordfish Communications. “Every business is so competitive right now, and just as people like to do business with people they like and trust, consumers want to do business with companies they like. Why do they like a company? Exceptional products, service or value are the usual reasons, but good citizenship, giving something back, is a great reason to like a company, especially when that giving back hews closely to your own personal beliefs. If you’re an animal lover, how can you not like Coke for trying to save the habitat of polar bears?”

Frisch adds that social media is a big part of the increased focus on social responsibility. “Never before have companies been able to have a two-way communication with their customers like they can today, and that works in three ways: It lets companies easily share information about their CSR initiatives with customers at little expense; it gives them a direct channel to enlist passionate customers in their cause (for example, ‘buy our product this month and x amount will go toward the polar bears’; and it provides almost immediate feedback as to how successful the campaign is.”

Frisch advises his clients to be present in the community, for example having executives serve on committees and boards. “I’m also a big proponent of inviting the community in for special events, like a pet vaccination day or police car-seat safety inspection in your parking lot.  It could also be something simple like inviting the community in when you’re celebrating a company milestone, and bringing in a hot dog cart and a DJ.” Also, he says, even small annual scholarships afford your business a community presence, as well as initiatives like partnering with an animal shelter, museum or other non-profit for an event.

Another aspect of community presence ties to local media. Monitor outlets and participate in the conversation when it ties to your business, field or the local economy. But provide information that brings the viewer or media value–don’t self-promote. “I always tell my clients to not just sell or promote themselves online. They need to provide useful information too, with one promotional item for every ten informational items,” Frisch says.

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