Already huge CSR market still growing dynamically

In the opinion of Éva Bitter, independent sales consultant, CSR is a new form of communication for FMCG companies which is still quite rarely used, but can be far more effective than traditional marketing campaigns. The name of a charity has to be built up and positioned in the same way as a multinational brand is built. The size of the CSR market is already estimated at HUF 130-160 billion in Hungary, but this is only the beginning. Charities need to adopt a proactive approach if they want to enjoy the benefits of this amount. They also need to develop strategies of their own in order to allow companies to asses which charities can help them most effectively in achieving their objectives. It is important for charities working in the same area to differentiate themselves from others. However, support for charities still depends mainly on personal contacts rather than systematic assessment by the donators. Fortunately, an increasing number of HR executives recognise the significance of charity focused training which can serve as the basis for long term co-operation. Budgets allocated to such projects are intended to create value, like building a playground. Such projects require very detailed and thorough planning and preparations, often including the contracting of experts. Companies are looking for new and cost effective methods for PR and marketing communication. CSR is one these. Consumer attitudes can be influenced by CSR. It is important for companies to communicate what they have done for the public, like Coca-Cola is emphasising its commitment to keeping water clean and Danone communicating its commitment to keeping children healthy. Such communication makes a longer lasting impression in consumers than traditional, brand-specific communication. Both sides need to make an effort to make such co-operation work, especially charities. Budgets based on strategic plans are always less prone to being cut in a crisis than budgets allocated on an ad hoc basis.