Profitable Corporate Social Responsibility, oxymoron or real?

We hear much about our corporate social responsibility, which is sometimes considered a conflict of terms.

First it has been our understanding that it s the rule that a corporations sole responsibility is to the stockholders and that  responsibility means it is our job as corporate managers to maximize profits for the shareholders. This we all know and understand as it is deeply rooted in our corporate minds.

However as we continue to grow as a culture, as a society and as a country, we are frequently considerate of those that have less, need help and require additional support beyond which they can provide for themselves.

Corporations have played a significant role in supporting charitable efforts and to many business owners credit, businesses have given much to improve the quality of life for many less fortunate people in our country.

I recently experienced a social responsibility situation with one of my business clients, however this time it was different and not only very effective but it taught me a lesson, I call it profitable corporate social responsibility action. Wow!

My client, an auto body shop, was solicited by a hard of hearing organization wanting to place an intern into the shop for on the job training and possible future employment.

My client was not particularly interested having no idea how he or his business could benefit from this exchange other then providing an opportunity for a hard of hearing student who could probably not contribute much to the business.

However as I read the letter it got very interesting. it told us how the hard of hearing community in the area was very organized and sizable. it further went on to state that whenever such a placement is made and an internship opportunity was created, the organization publicizes this event to the hard of hearing community and they flock to the business buying goods and services, creating a meaningful economic resource for the business to demonstrate their support and thank the business owner for his generous contribution. This made my clients eyes light up and he considered the program anew.

This made me think that there may be many opportunities for business owners to do something that is socially responsible, access niche markets associated with your socially responsible action and profit at the same time.

Why not create marketing programs around our socially responsible activities. Identify the opportunities and then market your “investment” to the community at large as well as to the community we are benefiting. With press releases, letters and word of mouth we will benefit from increased business from both communities. Those that are not recipients of the social responsibility program but respect our efforts and would prefer to do business with a “do-gooder” business and those who directly benefit from the socially responsible effort.

By promoting our socially responsible efforts we could do something productive for the community and reap financial benefits as well.

This may not be as pure as one would like but it gets us closer to the goal faster and more effectively,and allows our significant skill and creativity to be applied to a beneficial program…profitable corporate social responsibility.

Why not do the right thing and earn at the same time. This will appeal to both the staunchest conservative corporate manager as well as the most liberal.

I call it profitable social responsibility action programs.

Dove soap just released an advertising program around its socially responsible program conducting 2000 seminars for young girls around the country to help them develop a healthy strong self image and attitude.

This represents a significant investment and with the additional cost of advertising telling their markets that they are doing this socially responsible program, expecting it will attract many new customers to their product because people would prefer to do business with a company that cares about their community and helps those needing support, socially responsible actions it is called.

Thus Dove soap anticipates increased sales revenue because of their socially responsible involvement, and their marketing program . Think about it. Try it. Do some good and reap some financial benefits.

It takes an effort, some planning and maybe the profit is less but it makes sense. We as business owners should play a meaningful roll in our communities and we should be investing in the common good and if it requires us finding ways to do this profitably then we have the skills to accomplish this so lets do it, it works, its time, in fact its overdo.