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According to the latest study by Cone Communications about cause marketing, conducted in 2010, 85 percent of consumers have a more positive image of a product or company when it supports a cause they care about.
With that in mind, many major B2B corporations are developing significant and strategic corporate social responsibility initiatives—including corporate giving programs, employee community service or sponsorship of local projects or events. Corporate social responsibility programs, which illustrate responsible leadership and demonstrate community involvement, can be a valuable B2B PR tactic by helping to boost a company’s image, attract and retain employees and inspire key stakeholders, including customers, investors and partners.
How can B2B companies go about creating a corporate social responsibility program? Here are a few simple steps: