Storytelling As a Great CSR Asset

Stanford Social Innovation Review is likely my top choice for great reading about social change efforts by the non-profit, for profit, and social venture sectors.  A recent article by Dr John Brothers, a professor and non-profit consultant: How the Non-Profit Sector Is Misusing Its Greatest Asset,proposes that non-profits need to engage each other and their communities in the sharing of real stories about the real people that they have affected. They, and the non-profit community that includes foundations, need to convey the more tangible data related to their impact on the causes they serve.

My view is that this idea can extend to businesses and social ventures also, as they may have even better communications vehicles through which to spread the word about the causes that they support. Think of  businesses that support charities and causes that do this well like  Better World Books which we have written about before, that has live-time updates of how many books have been saved from landfills and how much has been donated towards literacy programs; or, Whole Foods that has fliers and posters with stories of real people who have been impacted by the micro-loans that Whole Foods Foundation has provided them with. Another example of great corporate CSR storytelling is Deloitte's documentary videos. Potential communication vehicles for businesses are: their own websites and social networking sites, newsletters, you tube videos, in-store promotional materials. And these vehicles are available to both large corporations and small businesses alike.

Yes, donations of money, time and services are valuable and necessary, but spreading the word by conveying these stories about needs and then communicating the data about their impact of the CSR programs, create a multiplier effect that can be far reaching. In many ways these may be the greatest assets businesses can use to create social change and promote social benefit.

Can Your Business Give Back and Do Social Good? Richard Branson Challenges Entrepreneurs

It's almost been two years here at Business That Cares that we've been featuring businesses and entrepreneurs that have taken on the challenge of blending philanthropy, giving back to community, and social responsibility with their business models.The purpose has been to use  these stories as inspiration to others who are planning to do the same.

Richard Branson, is not the head of a small business, by any means, but he is personally engaged in philanthropy and has embedded corporate giving throughout the culture of his conglomerate of companies, and especially through Virgin Unite, the foundation that works towards revolutionizing the way businesses and the social sector work together for social good.

At a charity event for Center for Living Peace in Irvine, CA, Branson challenged entreprenuers to think differently: "to change their way of thinking as to running their businesses, make them a force for good, not just a force to make money."

Branson, joined by another successful entrepreneur/philanthropist  Rob Dyrdek who said of Branson that " his principle and school of thought and his entrepreneurial spirit has inspired me."

And so, for more inspiration, check out this original video of the event by aol.smallbusiness.

(My apologies for the annoying commercials at the beginning of the video. But the video is worth watching not only to hear Richard Branson's message, but also for seeing his " pirate for peace " outfit.)