The world of corporate social responsibility (CSR) is changing. Brands are involving themselves in advocacy work like never before, being more vocal about their values (remember Nike’s ad with Colin Kaepernick?), and re-thinking philanthropy models to do even more. For example, Netflix recently came out in opposition of the new Georgia law banning abortions after six weeks of pregnancy, saying it would consider ceasing production of shows filming in the state if the law goes into effect. Social expectations for corporations are higher, and they can’t meet them without their nonprofit partnerships.
Engage for Good is a cause marketing conference held every year with the intention of bringing together nonprofit leaders and corporate decision-makers to share insights and strategies on how to use business as a force for good. It also offers a space for these partnerships to be built. This year, I had the opportunity to attend the conference, and I was able to gain insight into the changes happening on the corporate side from some of the pros: Patagonia, TOMS, Microsoft, and more.
Here are some emerging trends in corporate social responsibility that are helpful for nonprofits to keep in mind as they seek out corporate partners.
Out with One for One, in with One-for-Many
If TOMS didn’t invent the One-for-One model, they certainly popularized it. For years, their “Buy one, Give one” model was a differentiator for them in the corporate world, and since their conception, they’ve given over 60 million pairs of shoes to communities in need.
Now, they are breaking new ground yet again with an expansion of philanthropic options. When you purchase a new pair of TOMS, you get to decide what cause you’d like to support (ending gun violence, mental health, ending homelessness, safe water, equality) and TOMS will make a donation to a designated nonprofit to help advance that cause. This new model, as they describe it, is One-for-Many.
Corporate social responsibility leader Patagonia has also decided to give their customers tools for advocacy with Patagonia Action Works.
There is an emerging shift from offering customers a chance to give to the corporation’s favorite cause to giving them the tools for self-driven advocacy about the causes most important to them.
Employees are now one of the biggest decision-makers in corporate social responsibility partnerships
While in the past, the decisions about nonprofit partnerships began with executive and marketing teams, there is an increasing shift toward partnerships based on employees’ interests. The best nonprofit-corporate partnerships include heavy employee engagement, and the data shows that the more attached employees feel to their company’s nonprofit partner, the longer they are likely to stay at the company.
One way to approach this is by thinking of corporations with similar values or missions to yours, or finding ones in the same area. Then, come up with a variety of ways to get their employees involved in your organization (beyond just an annual event or day of giving).
Social impact partnerships are increasingly smart business moves
The data shows that taking a stance based on a mission or the company’s values is financially beneficial for the company. Keep this in mind as you seek out corporate partners – working with you is not only in their best interest for PR reasons, but for financial reasons as well. As consumer expectations and shopping tendencies favor socially responsible companies more and more, corporate social responsibility will only become more lucrative. Plus, with your tools and infrastructure and their audience and funding, you two can initiate real change.
