Why do corporate social responsibility projects matter for brands?
A well-designed CSR project makes a brand’s reason for being tangible.
Corporate social responsibility is not a line item in the communications budget; it is proof of the relationship a brand builds with society.
What successful CSR projects have in common is a meaningful connection to the brand’s line of business. Projects that lack that connection come across as insincere.
Continuity is the second critical factor. One-off projects spark short-lived interest; programs sustained over years build reputation.
On the measurement side, social impact and communications impact need to be reported together.