There’s a philosophical aspect to giving back.
We give because it’s a human need to feel good and we know that it’s the right thing to do.
In the same way, businesses give back because they share the same virtue of giving.
Today, customers are more socially aware and expect the corporate world to align with this. That’s why, when brands demonstrate ethical authenticity and consideration for the community, they create a purposeful connection with the audience.
Corporate Social Responsibility (CSR) marketing can make a difference by helping you improve your brand’s reputation, foster trust and influence more people to pursue what’s best for the society in which your customers live in.
Let’s discuss the importance of CSR marketing and how it can benefit your brand.
Prefer to listen, rather than read? Here's the Podcast summary!
What is Corporate Social Responsibility (CSR)?
By undertaking CSR initiatives, you are utilising resources to contribute not only to your company, but all stakeholders.
Who are your stakeholders? More than just your shareholders, they are your suppliers, creditors, customers and employees. They are the surrounding communities who contribute towards the success of your business. They are the governments that regulate the laws involving business practises, the media that disseminates business activities to the public, the support groups that help in networking and the general public who are always on the lookout for accountability in brands.
In essence, CSR programs complete a cycle: society and the environment look after your organisation, and in turn, you look after them too.
Organisations of all sizes can consider embracing the moral obligations of Corporate Social Responsibility, as it demonstrates your values and contributes to society in beneficial ways – all of which are looked upon favourably by your audiences.
Why should businesses practise Corporate Social Responsibility?
Incorporating good CSR programs into your business’ operations can offer so many benefits.
It’s not just for show.
Considering other factors beyond just your customers contributes to goodwill and good citizenship, as well as a shared general responsibility for the world around you. This, in turn, fosters a healthy internal business culture and attracts people, both employees and customers, to you who share the same values.
For instance, if an organisation is seen investing in local charities or protecting the environment, people feel that the brand supports their lifestyle and are naturally more drawn to it – as opposed to organisations that have a poor reputation for the maltreatment of staff or irresponsibility with unsustainable operations.
You’ll see publicised CSR activities everywhere today – because many brands understand its importance.
It’s on social media, it’s in the news, on websites, tv and print ads, emails and more. So many organisations are making the decision to change the way they operate, not just for their own good or their customers, but for society as a whole.
Businesses are practising their social obligations and showing that they are listening.
Here’s a good example of Corporate Social Responsibility.
Nescafe Australia demonstrated their support for the Australian community by manufacturing its coffee locally. Not only this, but their sustainable business practise has helped the environment, economy and the local labour force, too. What’s more is that Nescafe Australia chose to market their CSR by showing their activities on their website.
What is Corporate Social Responsibility marketing?
Corporate Social Responsibility marketing involves promoting your CSR practises to the public to raise awareness, spread the word and encourage involvement.
While it’s important to conduct CSR programs for genuine reasons, it’s equally as important to promote them too – but it’s a fine balance.
People can spot a disingenuous campaign easily. For CSR marketing to be effective, the program behind it needs to be well-chosen and sincere. But again, it’s a fine balance. For instance, some companies focus on taking the initiative of being responsible in complete silence. However, in doing so, they give little to no attention towards marketing their social responsibilities, which is a missed opportunity.
CSR marketing equips you with engaging and inspiring content that positions your brand as a business that goes above and beyond, doing more than just what is expected.
If you’re investing in sustainable business operations and supporting initiatives, it’s important to promote your ethical activities to encourage support and buy-in. After all, you’ve already spent resources on your altruistic endeavours, and you want to find the right balance.
By showcasing them to the world in a genuine way, you’re raising positive awareness.
The benefits of Corporate Social Responsibility Marketing
Creating CSR content and marketing your CSR activities can be complex as you’re dealing with not only your business processes but also how it’s going to be received by stakeholders. As such, careful planning should be taken into consideration.
A successfully marketed CSR program should:
- Establish an organisations’ reputation and credibility
- Empower the organisation’s internal and external communities
- Build trust and loyalty from all stakeholders
- Demonstrate the organisation’s vision and mission
- Boost team morale
- Showcase the success of CSR processes
- Strengthen the implementation of better business strategies and management
- Create a stronger business identity
Remember – while everyone cares when an organisation is acting ethically, the younger generations are especially on the lookout for brands that are authentic, empathetic, socially conscious and environmentally aware. With the use of technology to access information, it’s easier for them to learn if an organisation has all the qualities they’re looking for.
One wrong message can create a huge setback for your business.
However, not promoting your good deeds means people will not see all of the fantastic activities you are undertaking in their community.
Marketing your brand in a more positive light, backed by corporate social responsibility evidence is an effective way to earn your audiences’ trust.
Your audience knows what they want to see and hear. They want to understand your purpose, values and intended course of action before trusting you. CSR marketing equips you with engaging and inspiring content that positions your brand as a business that goes above and beyond, doing more than just what is expected.
Why copywriting is crucial to effective CSR marketing
Promoting your CSR programs relies on smart communications from your brand to spread the good word.
This is how organisations – large or small – can make the most out of their corporate social responsibility through effective copywriting such as press releases, marketing messages, articles, human-interest stories and more.
Corporate Social Responsibility Copywriting will ensure that the goals of a successfully marketed CSR program are met.
CSR copywriters are also well versed in planning your content and knowing what platforms work best to showcase your CSR activities. Whether you want to promote your CSR report on your website, on your social media pages or blog posts, CSR copywriters know exactly what to write to make the most of your campaigns.
It’s up to your business to select the right business practises, and it’s up to your CSR copywriters to let the world know.
How can Melotti Media help you with Corporate Social Responsibility marketing?
If you want to achieve business success and develop a solid brand image, quality CSR copywriting is the way to go.
However, we understand that you may not have the time, are not sure how to begin or still have a lot of unanswered questions.
Here at Melotti Media, we can assist with all your message marketing and copywriting needs while you focus on what matters most to you – growing your business.
Let’s start earning the results your business deserves!
To speak to your trusted message marketers and copywriters, email us at enquire@melottimedia.com.au
We can sharpen your words to achieve your goals today!
The Melotti Media Team
Melotti Media | Copywriting & Message Marketing Bureau
www.melottimedia.com.au
