Businesses today are increasingly being called on to understand and optimize their social impact. There is strong evidence affirming the importance of social marketing; benefits include a stronger bottom line, increased brand recognition, enhanced employee morale, and improved company reputation. Nationally, Americans strongly endorse giving back to the community through social responsibility and volunteer initiatives.

But companies must do more than simply select a cause to support; they must practice the “ART” of social responsibility. That entails being Authentic, Responsible, and Transparent. Brands that meet those criteria move beyond initiatives that simply add to integrated marketing communication objectives and create lasting campaigns that support the company’s values and vision.

Aramark, for example, recently launched Aramark Building Community, an initiative that enhances community centers in 30 cities. Aramark provides food services, facilities management, and career apparel to businesses all over the world. The Aramark Building Community program utilizes employees’ skills and aligns with company goals.

Growing businesses have the opportunity to build brand equity, boost sales, and increase customer retention through social awareness efforts such as cause marketing and corporate “Socialanthropy,” a strategic platform developed by the Cause Marketing Forum that combines community relations, foundation giving, and employee volunteerism. Such efforts have a positive impact on individuals, the community, and the world.

Here are some ways to create a culture of corporate citizenship in your company:

• Assess the company’s mission, vision, and culture to determine which relationships would benefit the company. The best socially responsible programs are created when organizations share strong core values. In addition, businesses should consider the amount of time employees have to devote to these efforts.

• Conduct an external audit of potential nonprofit partners. Companies should assess the potential partner’s category (e.g., arts, health, education, environment, etc.), location, culture, organizational effectiveness, and management to find the best match.

• Ensure that the partnership is mutually beneficial for the company and charity by establishing joint priorities and goals. Making the program a collaborative effort and a true partnership is the surest way to ensure success for both parties.

• Get company executives to walk the walk by actively supporting the company’s social efforts.

• Evaluate initial results and satisfaction, and then enhance the program for the future by challenging the company to commit to increased participation and success.

— Scott Pansky, co-founder and partner of Allison Partners (www.allisonpr.com)

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