This document discusses six ways that companies can do corporate social responsibility (CSR): 1) Cause promotion where companies support social causes through funding, donations, or raising awareness; 2) Cause-related marketing where companies partner with non-profits for mutual benefit; 3) Corporate social marketing which uses business resources to promote behavior change; 4) Corporate philanthropy where companies donate funds, time, or talent without direct benefit; 5) Community volunteering where employees contribute their time and skills; 6) Examples are provided for each type including The Body Shop's support for environmental causes and Aircel's partnership with wildlife organizations in India.

1. NGO ASSIGNMENT
On
Six ways of doing CSR
By: Rupal Lala
Roll No. 15

2. CAUSE PROMOTION
In a cause promotion a corporation provides Funds, In-kind contributions or other
corporate resources to increase Awareness and Concern about a Social Cause or to
Support Fundraising, Participation or Volunteer Recruitment for a Cause.
THE BODY SHOP
Plant and Protect more trees than we use in
our Packaging.
(THE ATLANTIC RAINFOREST,
BRAZIL) (THE SOUTHERN ANDES,
ECUADOR)
The Body Shop, the First Beauty Company
to take action on Animal Testing for
Cosmetics, supported the campaign by
enlisting the support of its consumers across
Europe. AFTER 20 YEARS OF
CAMPAIGNING, THEY'RE CELEBRATING
THE EU BAN ON ANIMAL TESTING FOR
COSMETICS .

3. 9.Specially for The Body Shop
India. (S.H.E.- SUPPORT HER
EDUCATION)
8.Stop Sex Trafficking of Children and Young People.(The Body Shop with ECPAT
International)
7.Get Lippy: Prevent HIV(The Body Shop with MTV International)(Euro 2 Million Fund
Collected this was given to Charity.)
6.Stop Violence in the Home.
5.Choose Positive Energy(The Body Shop with Greenpeace) (Renewable Resources.)
4.Make Your Mark(Dalai Lama helped TBS partner with Amnesty International)(Human
Right).
3.Self-esteem (Women Empowerment.)
2.Stop to the Burning(First Environmental Campaign calls for a stop to the burning of
Brazilian Rainforests.)
1.Save the Whale(Our first campaign is Save the Whale in collaboration with Greenpeace.)

4. CAUSE RELATED MARKETING
Cause marketing or Cause-Related Marketing refers to a type of marketing involving the
cooperative efforts of a “For Profit" business and a “Non-profit Organization” for mutual
benefit. It aims to link product or services of a company to a social cause.
Aircel- Save Our Tigers
1. Projects with WWF- India: (Conservation of Tigers in Assam , Conflict mitigation
in Sunderbans)
2. Projects with Wildlife Trust of India: (Rapid Action Protection in Tamil Nadu)
3. Partnership with NDTV and Wildlife Conservation Trust
4. Strokes for Stripes: (sixteen of India’s leading artists painting was Auctioned and fund
collected was give to NGO -Wildlife Trust of India.)

5. Corporate Social Marketing
Corporate social marketing uses business resources to develop and/or implement a
behaviour change campaign intended to improve public health, safety, the environment, or
community well-being.
Ranbaxy Volini Pat on the Back.
Ranbaxy Volini had launched a very
interesting campaign on the occasion
of Women’s Day, called “Pat on the
Back”, saluting women.
The campaign invited people to
appreciate women in their lives by
patting their back quite literally
through a Face book app “Pat on the
back”. The brand then sent those pats
to women and made them feel special.
Within 7 days, about over 10,000
women received pats, successfully
creating awareness in the society.

6. Corporate Philanthropy:-
Corporate Philanthropy mirrors individual philanthropy except for the fact that a corporation,
not an individual, is donating funds, time, or talent. Although done on a larger scale, corporate
philanthropy is still done without any expectation of direct corporate gain (such as increases in
revenue), but usually involves indirect gains (such as enhancing a company’s brand, engaging
employees, recognition, etc.).
IBM
IBM Governmental Programs(IBM
Governmental Programs is a globally
integrated corporate function providing
worldwide public policy and government
relations expertise.)

7. Community Volunteering
CISCO
Cisco combines human and technology networks to multiply our positive impact on people,
communities, and the planet. They encourage Cisco employees to be part of the equation by
contributing their time, treasure, and talent.
Global Hunger Relief Camp.
Volunteer Hours Matched with Cash.
Civic Councils.
Employee Product Donations.

8. THANK YOU