Best ways to develop CSR programs

In response to a NetImpact LinkedIn question of best ways to develop a CSR program in a large corporation, I offer the following five suggestions from what I’ve seen works best.

1) Strong Leader
2) Start with Successes
3) Build a community
4) Communicate Best Practices
5) Learn from others

1) The initiative must have a strong leader. The most successful programs come from companies where the CSR directors the have the ear of and approval of the executive committee/president/CEO to make this happen. If not, corporate politics could easily sink this ship. They need to be able to directly relate to and impact the corporate vision/mission/values. The need the support of senior management. They will become the spokesperson for the company and need to speak to and be the bridge for the three wings of sustainability/CSR – Economic/Social/Environmental.

2) I find that in my consulting work one of the best place to start is with known successes. Discover the company’s strengths first (a la the StrengthFinder). This is often an eye opening experience and very rewarding. It sets the right tone and wins people over. It will seem less of a burden and more of an opportunity. You note that there are already extensive volunteer and philanthropy going on in the organization. Make a thorough list and ask people to add to it, which leads into suggestion 3.

3) Build a community. Task forces are a great idea, but I would reach further. Does your company have an internal social networking website? Lead the discussions at first and then let it take on a life of it’s own. The task forces could grow organically from this network. Another option if the social network doesn’t work or you want more in-person interaction is to use the power of conversation circles and conversation cafes to get a pulse of the organization and common direction. http://www.conversationcircles.com

4) There are two parts to this one – Communicate & Best Practices. A large part of CSR is transparency (internal at least). The leader must communicate and interact with the employees. Celebrate and share best practices throughout the organization. Use the community to develop and share best practices. The interoffice network can become the repository for these ideas. People can then build upon them.

5) Learn from others, don’t re-invent the wheel. Take a sampling of CSR/GRI reports from say Best Buy, CocaCola, AmEx, and Patagonia and learn from their mistakes, successes, options, and ideas are. Learn how they balance Social, Environmental, and Economic issues of the company in these reports.