Is corporate social responsibility (CSR) something a business should consider? As businesses are stretched for time, and often for resources, how can a SMB company effectively implement a CSR strategy without it taking up valuable time?
The best examples of CSR are when it is mutually beneficial for both the public and the brand. For example, Kraft’s pledge to reduce fat and sugar content in their foods was made in reply to various health warnings about the general increase in bad nutritional diets. This was Kraft’s way of doing their bit as a company to tackle rising obesity. By engraining this promise across the organisation and making permanent changes to their products, Kraft demonstrated a lasting commitment to fulfilling this pledge.
However, this campaign has also helped the public to associate these values with Kraft products, obviously having a positive effect on the brand reputation and identity.
What can we take from this?
Multinationals such as Kraft, Coca Cola and others can easily afford the luxury of a CSR programme as they have the money and resources available to invest in such practices. But what about SMBs where money is limited and time is of great importance? One way to help is by simply making a conference call.
SmarterCalls is a not for profit conference calling company. A portion of the cost of every call the company makes goes to charity, without charging the customer a single penny more. This is quite a simple CSR strategy for business - by getting employees to hold conference calls rather than travelling to meetings, a business can still operate while also donating to charity and saving time and the environment by not travelling to meetings.
“Businesses in the UK spend a lot on conference calling, around £350m a year,” explains SmarterCalls founder Amjad Karim. “Most of the money conference call companies make is then spent on marketing and sales. Imagine what we could do if we redirected a small percentage of this?”
So far, SmarterCalls, which uses Powwownow’s platform, has raised sizeable amounts for Save the Children, Birmingham Children’s Hospital, and the Marine Conservation Society.
Andy Bool, head of fundraising for the Marine Conversation Society, a
partner charity, said: “We’re really pleased at MCS to be one of SmarterCalls’ recipient charities. We’re always looking for innovative ways to generate
income, they provide an interesting new platform for companies to donate money at no extra cost.”
According to SmarterCalls, a one hour conference call can raise £3, enough to provide meals for three homeless people in Birmingham or feed a child in war torn Syria for a week.
Is this enough for employees to choose to make a conference call instead of travelling to a meeting? Charities and companies across the UK are hoping it is.
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