How to Combine Corporate Social Responsibility and Marketing

Kayla DiPilato

Last week we shared ways that your company can give back to causes you care about, and today we follow up with ways to leverage this important work in your marketing strategy. Of course, the corporate social responsibility work your company is involved in should be motivated by altruism, but it can also be used to help strengthen your brand’s image. Here are some ideas to serve as inspiration as you weave together social responsibility and marketing.

Add a page to your website

Often, companies will leave information about corporate social responsibility off of their website or they will mention it briefly on their about page. As more and more customers become interested in these types of initiatives, this should be prominently displayed on your site. Create an entire page dedicated to sharing facts, stories, and images of the good work you are doing and link to it from your homepage.


Write blog posts about the corporate social responsibility work your company is doing. Don’t already have a blog for your organization? Now is a great time to start one! Posts can include informative pieces about the programs you are running, interviews with your nonprofit partners, and guest posts from employees where they talk about the amazing volunteer work they are doing.

Utilize social media

Social media sites are a great place to share quick tidbits about the work you are doing in addition to photos and videos about the programs. If you have groups of employees that volunteer together, encourage them to send in photos for your Instagram page. LinkedIn is also a great place to post about CSR initiatives because you can form connections with nonprofits and like-minded business people.

Ask nonprofit partners to share your content

If you are working with a nonprofit partner this is a great opportunity for a mutually beneficial marketing relationship. Ask the nonprofit partners to share the content you create about your partnership. This will expand your audience and will  give the organization content to share, which can be helpful for nonprofits where a small team wears a lot of different hats.

Engage with your audience

Get your customers involved with your efforts! This can mean simply soliciting donations, but there are also creative things that can get your audience involved without asking for them to contribute. For example, post a poll on your website asking customers what initiative they want to see you support next.

Form relationships with other brands focused on doing good

To further expand your identity as a company committed to giving back, support other brands who are doing the same and share your appreciation for their mission online. For example, purchase snacks for your employees from a company that donates a percentage of each sale to charity. Post about this online and build company culture while also demonstrating what values are important to your organization.

Try traditional public relations

In today’s digital world it can be easy to abandon more traditional techniques, but creating and distributing press releases about your corporate social responsibility initiatives can be a great way to gain media coverage and demonstrate the impact of your initiatives.

Stick with it

Research has shown that the benefits from marketing that revolves around CSR take longer to materialize than other types of marketing. This stems from the fact that they aren’t driving your audience to a specific product, rather they improve your brand image. However, the next time they are in the market for a product you sell, customers will be more likely to remember your company. This is why it’s important to keep up with these ideas in addition to sharing your more traditional marketing content.

With these tips your company can begin sharing the great work you are already doing with your audiences. Do you have great examples of this type of marketing? Share them with us on Twitter, @KuvioCreative. We can’t wait to see what you come up with!

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