Every business actually has a responsibility to the community and environment where the business grows. One of these responsibilities is conveyed through CSR or Corporate Social Responsibility. CSR is a form of company attention to related parties, including the wider community, in improving welfare and having a positive impact on the environment.
Not just as a balance between “business and society” or business and society, furthermore, CSR can be a step to strengthen business in this case by building a good brand image through the company’s CSR programs. For this reason, it is important to have proper analysis in choosing a CSR program so that we can see real CSR opportunities.
Determining CSR Programs with SMART Analysis
One analytical method that can be used to determine the right type of CSR program for a company is SMART analysis.
SMART itself is an acronym for Specific, Measurable, Achievable, Relevant, and Timely. SMART analysis is used as a method or guide for setting goals, objectives or targets and helps focus efforts to increase opportunities to achieve predetermined goals.
The term SMART goals method itself was first introduced by the Director of Planning at the Washington Power Water company named George T Doran in 1981 in a paper entitled “There is a S.M.A.R.T Way to Write Management’s Goals and Objective”.
SMART analysis consists of five stages according to the acronym, namely:
- Specific
Make the objectives of the CSR program clear. If conveyed in a sentence, the company’s CSR objectives must be concise and clear, not inviting questions. Consider CSR objectives with reference to the 5 W, for example:
- What
What do you want to achieve from this CSR program? Do you want to solve a long-term problem? Or do you just want to strengthen your brand image?
- Why
Why is this goal important for the company to achieve? For example, if this goal is achieved, the company will gain positive value in society and will also become one of the agencies involved in achieving sustainable goals or SDG’s. Or, by implementing this CSR, you will get new market potential.
- Who
Who are the parties involved in achieving this goal? For example, several company employees work together with philanthropic partners and also with the community around the program location.
Choose the right philanthropic partner, for example an institution that is an expert and has the same values as the CSR program objectives that you have determined.
- Where
Where is this goal to be achieved? Choose a location where your business has a lot of direct and significant interaction. Or choose a location where your brand is most often seen.
- When
When should this goal be achieved? Make a clear target for when this CSR goal must be achieved and how long the implementation of this CSR program will last.
- Measurable
Make measurable CSR program goals so you can easily monitor and track any progress made. With this, we can immediately find out if there are things that need to be improved and corrected in the ongoing CSR program.
Create indicators until our CSR program goals are achieved according to expectations.
- Achievable
Remember, even though you have high CSR program goals, you still have to make realistic goals. One of the realistic meanings here is to look at the existing data and background.
If your goals are realistic, then you can take into account the abilities, resources you have and the opportunities you will pursue that can contribute to achieving the specified goals.
- Relevant
Make sure the goals you want to achieve are in line with the company’s important values such as the company’s vision and mission and culture and even the company’s long-term plans for the future.
To make sure your goals are relevant, try answering the questions below:
- Are the goals of your CSR program beneficial?
- Is this the right time to roll out the CSR program you are planning?
- Are the objectives of your CSR program in line with current environmental conditions?
- Timely
If there is no time limit, usually there will be no urgency and motivation to achieve the goal. For this reason, determine the CSR program timeline in detail.
In its implementation, alignment of goals and types of CSR programs is the key to CSR success. For example, a company operating in the toddler food sector wants to improve the health status of mothers and babies in their business area. So one of the appropriate programs is the Revitalization of Posyandu, as the closest health unit in the community which is directly related to the health of mothers and babies. So, it is not only the company’s obligations that have been fulfilled, CSR is in form Revitalization of Posyandu this also helps improve the nutrition of mothers and babies.
Another example, a packaged beverage company wants to implement a CSR program which aims to increase awareness of environmental cleanliness around its business area. So one appropriate CSR program is, for example, ecobricks. Apart from being able to build a positive brand image, the ecobrick program can also be a key in overcoming their own product packaging waste.
By selecting the right CSR program, companies not only carry out one business responsibility but also help answer problems that exist in society.