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How can you align your CSR program with your target audience's values?

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Corporate social responsibility (CSR) is more than a buzzword. It's a way of doing business that reflects your values and contributes to positive social and environmental impacts. But how can you make sure that your CSR program resonates with your target audience and builds trust and loyalty? Here are some tips to align your CSR program with your audience's values.

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Thomas Kolster

Mr. Goodvertising - author, marketing & sustainability advisor, international keynote speaker +80 countries
Darren Sudman

Building strategic and innovative nonprofits. Promoting authentic and impactful companies. Award-Winning Social Impact…
Amri Theron

Skilled Partnership Leader I Change Agent I Transformation I Product | Nonprofit Board Member

1 Know your audience

The first step to align your CSR program with your audience's values is to understand who they are, what they care about, and how they perceive your brand. You can use various methods to research your audience, such as surveys, interviews, focus groups, social media listening, and analytics. You want to find out what issues matter to them, what causes they support, what expectations they have from your brand, and what gaps or opportunities exist in your current CSR strategy.

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Darren Sudman

Building strategic and innovative nonprofits. Promoting authentic and impactful companies. Award-Winning Social Impact Campaigns | Nonprofit CoFounder | Creator of Mission IQ | Lawyer | Author
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I believe this is the wrong question. A CSR program should not be designed to align with my audience’s values. This is feels like pandering. The values from within should drive the organization’s CSR decisions. This more authentic approach attracts the desired audience. Knowing my audience is helpful. For instance, if my coworkers possess a skill that can uniquely solve a societal problem, we may leverage that skill in our CSR program to increase our impact. But, leveraging their strengths and talents is different than following their values.

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Amri Theron

Skilled Partnership Leader I Change Agent I Transformation I Product | Nonprofit Board Member
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I would start with setting SMART goals and the implement actions. Execute your CSR strategy by adopting or improving policies, procedures, and practices that support your goals. Monitor, evaluate, and report on progress and impact to ensure accountability. You can create a meaningful and impactful corporate social responsibility strategy that not only benefits society but also strengthens your brand image, engages employees, attracts talent, and drives positive change in the community.

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Nico Peitzmann

Abteilungsleiter CSR & Benefits l People & Culture l opta data Gruppe | Author | Speaker
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Um sicherzustellen, dass Ihr CSR-Programm den Bedürfnissen Ihrer Zielgruppe entspricht, ist es unerl?sslich, diese gründlich zu kennen. Durch Umfragen, Interviews, Social Media-Analysen und Fokusgruppen k?nnen Sie wertvolle Einblicke gewinnen. Erfahren Sie, was Ihren Kunden wichtig ist, welche Anliegen sie unterstützen und welche Erwartungen sie an Ihre Marke haben. Diese Informationen helfen Ihnen dabei, eine CSR-Strategie zu entwickeln, die echten Nutzen für Ihre Zielgruppe bietet und gleichzeitig Ihre Unternehmenswerte widerspiegelt.

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2 Define your purpose

Once you have a clear picture of your audience, you need to define your purpose. Your purpose is the reason why your brand exists beyond making profits. It's the core value that guides your actions and decisions. Your purpose should be authentic, relevant, and consistent with your brand identity and vision. It should also reflect the needs and aspirations of your audience and the communities you serve. Your purpose is the foundation of your CSR program and the message you want to communicate.

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Thomas Kolster

Mr. Goodvertising - author, marketing & sustainability advisor, international keynote speaker +80 countries
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It’s time to refocus. Market economists have made us believe we’re driven by green bills or status, but the inherent human truth that goes across age, culture and gender uncov- ers a stronger force: we want to be in charge of our own lives and our own happiness. You’re truly motivated to act when you’re calling the shots or chasing that dream. The organisations that get this win by mak- ing people become more, do more. Today, people simply don't buy WHAT or WHY you make it, but WHO you can help them become. More climate conscious? Less biased? Healthier? As a customer, you can feel the difference in your own life, it's not just virtue-signalling.

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3 Choose your focus

After defining your purpose, you need to choose your focus. Your focus is the specific area or theme that your CSR program will address. It could be related to environmental sustainability, social justice, education, health, or any other topic that aligns with your purpose and your audience's values. You should choose a focus that is meaningful, measurable, and manageable. You should also consider the impact, feasibility, and scalability of your CSR program and how it will differentiate your brand from your competitors.

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Nico Peitzmann

Abteilungsleiter CSR & Benefits l People & Culture l opta data Gruppe | Author | Speaker
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Nachdem Sie Ihren Zweck definiert haben, ist es entscheidend, Ihren Fokus zu w?hlen. Eine Wesentlichkeitsanalyse hilft Ihnen dabei, den spezifischen Bereich oder das Thema zu identifizieren, das Ihr CSR-Programm ansprechen wird. Ob es um ?kologische Nachhaltigkeit, soziale Gerechtigkeit, Bildung oder Gesundheit geht, Ihr Fokus sollte mit Ihrem Zweck und den Werten Ihres Publikums übereinstimmen. W?hlen Sie einen Schwerpunkt, der sinnvoll, messbar und überschaubar ist, und berücksichtigen Sie die Auswirkungen, Machbarkeit und Skalierbarkeit Ihres Programms sowie seinen Unterscheidungsfaktor von Mitbewerbern.

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Thomas Kolster

Mr. Goodvertising - author, marketing & sustainability advisor, international keynote speaker +80 countries
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We all have something we want to see changed, improved or even removed from our lives. What we seek to improve is often connected to what we view as a good life. Always take a life-centric focus - don’t fall into the trap and talk about climate or ocean plastics unless you translate these abstract terms into something that matters in people’s everyday. The most iconic brands are often built on a strong human insight, like LEGO’s, that taps into our inherent human ability to play - something they bring alive through their product and their foundation.

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4 Engage your stakeholders

Another tip to align your CSR program with your audience's values is to engage your stakeholders. Your stakeholders are the people who have an interest or influence in your business, such as customers, employees, suppliers, investors, partners, and regulators. You should involve them in the design, implementation, and evaluation of your CSR program. You should also communicate with them regularly and transparently about your goals, actions, and results. By engaging your stakeholders, you can build trust, loyalty, and advocacy for your brand and your CSR program.

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Nico Peitzmann

Abteilungsleiter CSR & Benefits l People & Culture l opta data Gruppe | Author | Speaker
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Stakeholder Engagement ist entscheidend für ein erfolgreiches CSR-Programm. Durch die Einbindung Ihrer Stakeholder, einschlie?lich Kunden, Mitarbeiter, Lieferanten, Investoren und Regulierungsbeh?rden, w?hrend einer Wesentlichkeitsanalyse k?nnen Sie sicherstellen, dass Ihr Programm relevante Themen anspricht und die Bedürfnisse aller Interessengruppen berücksichtigt. Ihre Einbeziehung w?hrend der Konzeption, Umsetzung und Bewertung st?rkt das Vertrauen, die Loyalit?t und die Unterstützung für Ihr Unternehmen und Ihr CSR-Programm. Eine transparente Kommunikation über Ziele und Ergebnisse f?rdert Verst?ndnis und f?rdert langfristige Beziehungen.

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5 Evaluate your performance

The last tip to align your CSR program with your audience's values is to evaluate your performance. You should monitor and measure the outcomes and impacts of your CSR program using relevant indicators and metrics. You should also collect feedback from your stakeholders and analyze their satisfaction and perception of your CSR program. You should use the data and insights to report on your progress, celebrate your achievements, and identify areas for improvement. By evaluating your performance, you can demonstrate your accountability, credibility, and value to your audience and society.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Thomas Kolster

Mr. Goodvertising - author, marketing & sustainability advisor, international keynote speaker +80 countries
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Dear companies, don’t be activists, instead turn people into the activists of their own lives. WHO focuses on the role you can play in people’s lives; enabling their beliefs and dreams, whereas WHY focuses on your organisation’s beliefs and dreams. You tell me, which sounds better?

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Divya Pherwani

Gunvatta Gurukul Alumna, QCI | Ex-Project Head at Business Studies Gurukul | 3× Author | HR | Educator | Corporate Trainer | Student Counsellor| Content Writer | Connect to build a long term connection
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1. Conduct audience research: Understand the values and priorities of your target demographic. 2. Identify shared values: Align CSR initiatives with causes or issues that resonate with the audience. 3. Collaborate with stakeholders: Involve community members or partners in program development to ensure relevance. 4. Communicate impact: Clearly demonstrate how CSR efforts contribute to shared values and address community needs. 5. Seek feedback: Regularly solicit input from the target audience to refine and adapt CSR initiatives accordingly.

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How can you align your CSR program with your target audience's values?

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3

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5

6

1 Know your audience

2 Define your purpose

3 Choose your focus

4 Engage your stakeholders

5 Evaluate your performance

6 Here’s what else to consider

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How can you align your CSR program with your target audience's values?

1

2

3

4

5

6

1 Know your audience

2 Define your purpose

3 Choose your focus

4 Engage your stakeholders

5 Evaluate your performance

6 Here’s what else to consider

Business Communications

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