How can you promote your organization's CSR initiatives without appearing self-promotional?

In my opinion this is essential for a successful campaign. For the audience it has to feel authentic and logical what you’re telling. You are only credible if you contribute to sustainability from your core business. Stories and examples that are put forward during a campaign have to be substantial and impactful.

Sharing your company's unique story of impact with your target audience hinges on aligning with your company's mission, vision, and purpose, as well as employing human-centered, outcome-driven storytelling. Bringing a human-centered, empathetic lens to your storytelling makes communicating your impact more relatable and authentic. If your #SocialImpact initiatives are aligned with your corporate purpose, then it's easy to engage your internal and external stakeholders as champions and advocates for the work, allowing you to not solely rely on your corporate voice for these key messages. People prefer to hear from employees, partners, grantees, etc.

In my view CSR precedes action/mission/values. CSR precedes the very thought of entrepreneurship and should be part of the identity of any company as a responsibility towards community/society as a Whole, based on a voluntary approach. Hence in that case, the company aligns its decisions with its CSR and not vice versa. It permeates its existence, operations and purpose.

Additional tips: Leverage employee voices: Share stories and perspectives from employees involved in your CSR initiatives. Their passion and authenticity can resonate with stakeholders. Partner with influencers and advocates: Collaborate with individuals or organizations respected in your field to amplify your message and reach new audiences. Measure and communicate your impact: Track the progress of your CSR initiatives and regularly share their outcomes with stakeholders. This demonstrates accountability and validates your positive contributions.

It is important that the goals are achievable. Anything that is not 'doable' becomes irrelevant from start. The mission must be attainable.

Promoting CSR initiatives effectively comes down to great storytelling. How is the work you're doing positively impacting the lives of others? Can your employees see themselves in these stories or are they moved to join the cause and become an ally? Employees will remember how those stories make them feel and they will want to tell others. You have to share these stories inside your organization and outside your organization. Building a culture of strong CSR programs must be supported by CSR champions within your company. Give them the opportunity to be heard and to participate so that they can experience the change you're creating firsthand.

Involve stakeholders in your CSR initiatives and decision-making processes. When people feel a sense of ownership, they are more likely to support and promote the programme.

In my experience, this is the backdrop of your success. If you continue with your efforts without engaging and having every stakeholder onboard, there is a chance that the journey may not be smooth. Open and unambiguous communication is the key. Being honest is another attribute that will go a long way in building your brand.

One of my most concerning aspects when attending COP28 for example were the panels that discussed the role of "incentivization" of hard to abate sectors and/or stakeholder interests. This was highly concerning as an oxymoron itself when considering CSR - what exactly do you mean to incentivize when you are already building a profit structure based on increased profit margins? This comes down to humanity and collective social responsibility, advocacy and the imperative inclusion of disproportionately marginalized voices in the room (who unfortunately are either censored or wage dependent already). Meeting minutes and concerns of increased profits should be immediately flagged and CSR should be outsourced instead of internal Sale structures

Engaging stakholders is absolutely crucial. Not only they are a natural part of the 'system', of your immediate environment, but also letting them to 'co-host' and 'co-celebrate' the success, presenting the success as common (!) effort not only increases their (stakeholders) 'buy-in', but also, puting it blantly, 'looks good' to the outside world (other parts of your immediate environment and others).

La transparence et (je dirais plut?t) l'exemplarité sont les deux piliers essentiels d'une communication authentique et crédible à propos de votre politique de responsabilité sociétale des entreprises. Le meilleur moyen d'éviter non seulement ce qui pourrait passer pour de l'auto promotion ou de l'auto satisfaction, mais surtout de ne pas se voir accuser de greenwashing ! Il faut que les engagements soient réels, que les informations soient vérifiables et donc les données accessibles. A un niveau plus "philosophique" je dirais qu'il faut vous montrer exemplaire mais ne pas tenter de faire croire que vous êtes irréprochable...

This is an interesting topic especially given the reality that we are facing mass censorship and information violations by monopolistic technology conglomerates such as meta, microsoft, etc etc etc. When discussing "transparency" how is that possible when policy is behind the race in the complacency of information technologies protecting shareholder interests? I would suggest keeping a critical environment and keep people on your team who are not afraid to ask you the hard questions. While we have all been trained to think certain issues are "wicked problems" so to say I do not believe that is true. In this case transparency is utterly lost midst the social ramifications of algorithm platforms that are deeply deeply concerning to society

One of the biggest keys to do this well is to focus on the stories that highlight the IMPACT of what your initiative has created, solved, etc. If you want to ensure that you're not looking self-promote-y, don't focus on yourself. Focus on ??What the problem was before ??What the challenges were in solving it ??What exactly the initiative did ??What the outcomes have been Suddenly, this becomes relatively effortless and a lot more effective.

Strive to have others talking about what you are doing in the community, your community partners are the best place to build this alignment. Are you deeply connected with the organizations you are supporting, do you know how your support has helped the organization deliver on their mission? To have a non-profit partner post or share about the success you helped them achieve will go much further than any glossy ad piece you can create.

Besides nonprofit partners, think about other stakeholders that can help amplify your work: investors, employees, nonprofit clients, etc. You can draft social media posts and ask them to promote them on their platform/channel, that will help spread the words about the great program you are offering.

CSR will create magic in the community if the management focuses on the core issue (People benefiting) rather than promoting the corporate name (organisation benefiting)... Let people be the testimony of the development that CSR has created.

Don't worry about recognition. Focus on making a difference and doing something that is truly worthwhile. When you are focused on achieving your mission and doing it in a way that yields results that are undeniable you can be sure that people notice and seek you out for information on how you are getting those results.

Emphasise the significance of the subject or issue that your CSR programme is addressing. Shift the focus away from your organisation and towards its positive impact on the community, environment, or societal issue.