Not unsurprisingly CSR (Corporate Social Responsibility) has had something of a low profile during the recent Covid-19 crisis although the amount of volunteering, for the NHS and foodbank charities amongst many others shows the best face of our community.

Indeed perhaps the one big plus to come out of the crisis is an increase in community spirit.

However as we start to come out of lock down, many organisations have had to rethink the way they operate and this will include how both businesses and charities exercise their CSR credentials and make best use of them.

Traditionally CSR has consisted of money and time and whilst at the moment, many charities are in financial difficulty, it is not always their biggest requirement. Likewise many businesses choose a charity of the year from a slew of large national charities, failing to consider both the community aspects of their businesses or in some cases, smaller national charities where both money and time can give that businesses and the recipient charity a bigger bang for their buck. On the other side of the coin, many charities are happy to be the recipient but forget that they too have skills that they could give back to the business who is looking to support them and thus making CSR a genuine partnership.Think of a mental health charity with skilled counsellors who might assist businesses who have had to furlough staff or even make them redundant. Making such a facility available to their staff in a time of crisis shows that they are a caring employer and helps the mental health charity too.

Businesses in turn can provide a charity with some skills that they cannot afford. Firms of Accountants can second a member of staff for say one day a month to a small charity to help them get their financial reporting better or perhaps encourage their senior staff to volunteer as a treasurer which looks good on the manager's CV? Maybe a marketing company can help a local or small national charity with their social media? Can an HR provider help with a staff handbook? Team building has always been something that businesses need but not every charity needs its premises painted. Talk to your chosen charity and see if there is something else they need and if you can't help is there another business you work with that can?

Charities must be clear about their needs and businesses must be flexible in what they are offering. There will always be a need for fundraising but the business is entitled to ask themselves the question "what is good for us as well as the charity?" Why shouldn't the business get benefit from its CSR as well as do good. So is it really the best thing to raise £2000 for your big national charity of the year when that £2000 could do wonders for a small local charity and benefit your community?

Let me be clear. There is nothing wrong with donating money or resources to a large national charity and a large supermarket chain raising millions of pounds for a national charity is doing brilliant work and gaining kudos for doing so. Therefore ask yourself the question both as a business and a charity.How can I get the best out of my CSR partnership and you will be pleasantly surprised by the answer if you are prepared to view CSR in a different light.