Wednesday, August 08, 2012

A change in plans, and not in intent, is the need of the hour for companies sceptical of CSR

Giving donations and participating in charitable activities had become the norm in most orgainsations as everyone joined in the trend of Corporate Social Responsibility (CSR), more because of its positive effect on their image than purely ethical reasons. So, when the markets crashed, CSR activities were the first casualties. But experts advise that CSR shouldn’t be shelved but simply aligned with the company’s strategies. After all building goodwill is essential for every company. As Rory Wilson of KPMG says, “CSR programmes aligned to corporate strategy are not reckless, are not illogical… They minimise risk, maximise opportunity, and the world will reap the rewards.”

Like most other business, charitable organisations have to reassess their strategies to survive. And people grappling with the new rules of the world need to remember that in good times or lean times, love and charity are fundamental for everyone’s growth and prosperity.


Posted by at 11:14 AM
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