Salary Survey 2018
MEDIA, JOBS & RESOURCES FOR THE COMMON GOOD
NEWS  |  Corporate Engagement, Good Business

Not for Profits Should Deliver CSR Messages: Report


Wednesday, 19th November 2014 at 9:16 am
Lina Caneva, Editor
Beneficiaries of Corporate Social Responsibility programs and Not for Profits are the preferred voices for consumers to hear from when companies deliver CSR communications, according a new paper.

Wednesday, 19th November 2014
at 9:16 am
Lina Caneva, Editor


0 Comments


FREE SOCIAL
SECTOR NEWS

 Print
Not for Profits Should Deliver CSR Messages: Report
Wednesday, 19th November 2014 at 9:16 am

Beneficiaries of Corporate Social Responsibility programs and Not for Profits are the preferred voices for consumers to hear from when companies deliver CSR communications, according a new paper.

Communications academics, Sora Kim of the Chinese University of Hong Kong and Mary Ann T. Ferguson of the University of Florida, surveyed 663 people representative of general U.S. consumers.

The survey showed consumer demand for CSR beneficiaries and Not for Profits, rather than companies themselves, to deliver CSR communications.

In terms of content, consumers especially wanted to know who benefited from a firm’s CSR activities and what actually happened as a result of the firm’s previous CSR.

The sample valued CSR activities that were “personally relevant to external stakeholders” and wanted specific examples of how a firm’s CSR work impacted daily life.

Consumers preferred CSR messaging that was low-key, less promotional and based on factual information, and also wanted to learn about third-party endorsements of CSR activities such as a firm’s partnerships with Not for Profits or non-government organisations.

“There has been little done in this area before,” the researchers said. ”Previous research has emphasised the general consequences of CSR activities on the financial performance of an organisation or general attitudes toward the organisation without much consideration on communication aspects.”

“Without distinguishing “what to communicate” and “how to communicate” about CSR from the CSR activity itself, we cannot accurately measure the relative success of the communication process itself; particularly since, to date, there has been little framework development for ‘what makes CSR communication effective’ from the stakeholders’ perspectives.”

The research revealed that young people (18-24) and older people (65+), showed the highest levels of interest in CSR information.

Females were more receptive to CSR communication than are males, and were also repelled more by self-promotion, lack of message transparency and lack of consistency in CSR messages.

The paper by Kim and Ferguson, “Public Expectations of CSR Communication: What and How to Communicate CSR,” is in the November 2014 issue of Public Relations Journal.

View it here: http://www.prsa.org/Intelligence/PRJournal/Documents/2014KIMFERGUSON.pdf


Lina Caneva  |  Editor  |  @ProBonoNews

Lina Caneva has been a journalist for more than 35 years, and Editor of Pro Bono Australia News since it was founded in 2000.


Got a story to share?

Got a news tip or article idea for Pro Bono News? Or perhaps you would like to write an article and join a growing community of sector leaders sharing their thoughts and analysis with Pro Bono News readers?

Get in touch at news@probonoaustralia.com.au


YOU MAY ALSO LIKE

Business Must Design For Impact

Wendy Williams

Thursday, 26th April 2018 at 8:48 am

Communication is Key for Shared Value

Wendy Williams

Wednesday, 18th April 2018 at 4:45 pm

CSR, On-Demand

Ellie Nikakis

Tuesday, 20th March 2018 at 8:18 am

What Marketers Can Do to Raise the Bar for NFPs

Contributor

Tuesday, 6th February 2018 at 8:42 am

POPULAR

Housing the Other 94% of NDIS Recipients

Luke Michael

Monday, 23rd April 2018 at 1:02 pm

NDIS Urged to Implement Portable Training System for Workers

Luke Michael

Tuesday, 17th April 2018 at 8:31 am

Disability Advocates Slam Plans to Outsource NDIA Services

Luke Michael

Tuesday, 24th April 2018 at 5:52 pm

Communication is Key for Shared Value

Wendy Williams

Wednesday, 18th April 2018 at 4:45 pm

Write a Reply or Comment

Your email address will not be published. Required fields are marked *


CSB
pba inverse logo
Subscribe Twitter Facebook

Get the social sector's most essential news coverage. Delivered free to your inbox every Tuesday and Thursday morning.

You have Successfully Subscribed!