Unlike CSI, CSR is more concerned about corporate organizations getting involved in addressing needs in the society, they may range from food donations, rehabilitation of hospitals and schools. Companies will pride themselves in such projects since they demonstrate a concern for the people and most importantly that a positive action has been taken to change the circumstance. CRI has a long term view of the desired impact. CSR has a shorter term perspective.
However it is time to move
towards long term projects that transform generations.
While still in school, somewhere on the slopes of Mt Kenya, I
learnt of the Nation Media Group’s initiative to elect an electric fence around
the Aberdare Forest. I had also witnesses the destruction caused by elephants
by ravaging agricultural plantations and sometimes causing human death when visiting relatives who love near the forest (my cousins teased often me at night my imitating the steps of an elephant).
Such a
project not only eradicated the danger of more deaths, but it transformed a
local economy which depends on agriculture. Once the fence was elected, farmers
were able to plant and harvest without the fear of losing their investment.
Another instance is the
ongoing general elections. Many corporate organizations have only been vigilantly
involved in campaigns for a peaceful country. This is a very important
initiative but should be made a long term affair. Companies can for instance
have an annual day of peace, where they encourage their customers and partners
to focus on the importance of peace in the country.
There are many examples of
corporate social investments in our continent but the bottom line is that for
Africa to grow, we must move from the culture of social donations towards
social investments.
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