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Corporate Social Responsibility (CSR) has been an important conversation on corporate campuses of late. No longer does America question whether companies have a role and responsibility beyond the profit margin, but to what extent corporations and their employees should have a stake in their communities, the nation and our world.  From volunteering in local communities to helping the poor to major environmental efforts (particularly when it comes to the palpable subject of climate change), CSR can be broadly defined. Some corporate chieftains want to embed the spirit of CSR into their corporate DNA. But, exactly how you do it is still perplexing many. Simply giving money away does not satisfy the requirement for some. How are "shared values" between corporations and society jointly implemented? After all, what do public relations, CSR goals and green indexes matter if it's not making an impact at the local level? What good is it to be a corporate do-gooder if you're not energizing your staff and customers around your good deeds and/or encouraging them to get involved? Well, we've felt a strong pull from our corporate clients to address these fundamental questions. And, the good news is, we have some great ideas.

First, in order to make first-rate CSR programs work we think it's important to engage your employees and customers in the process! Second, in order to do so, you need to mobilize them to take action and/or give them the time to get out of the office to participate in your program(s). Third, they and other employees and customers need to know what they've done has made a difference. That takes some form of communication!

Over the last nine years, 720 Strategies has worked with large corporations, associations, and non-profits to help their employees and customers become actively engaged in civic life and the political process. We have learned over the years how to target different segments of advocates using a variety of communications channels to learn, join, volunteer, give, communicate and vote.

What we've learned along the way is that there is a powerful connection between political activism and CSR. Can you imagine the value of having employees who not only write Congress when you ask, but also volunteer in their own community? The connection is significant! Yes, employees who are actually involved in neighborhoods and communities do make better "ambassadors" to Congress. Picture a Member of Congress coming back from recess, after being escorted by YOUR employees across neighborhoods and communicating the difference YOUR corporation has made locally. Do you think that makes a difference?

Yes, linking political activism and CSR is a powerful combination, and many or our customers see the connection as well. Is your CSR program communicating the value of your commitment?

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