Corporate Social Responsibility’s New Advocate
Posted on | August 27, 2010 | No Comments
By Jessica Guberman
NY Nonprofit Business Examiner
Examiner.com
Although the term “CSR”— for Corporate Social Responsibility — started in the early 1970s, it is a term that is beginning to gain wider traction and broader, inherent meaning. Highly debated and criticized as a way to distract from the fundamental economic role of business, CSR is proving to achieve the opposite. The purpose of CSR is to help organizations achieve both their business missions and social missions.
When like-minded, highly well-intentioned and powerful people mobilize, the results can be fierce and, for the sake of CSR, this movement will never be the same. We can thank Donnetta Campbell for that.
Campbell has been in the communications business for more than 20 years and has always felt strongly that business should have a social purpose. With the launch of HUMMedia partnering with the engageSimply digital toolbox, Campbell harmoniously started the CSR Cooperative. The concept of the CSR Co-op grew so rapidly that a bigger platform was urgently needed.
The CSR Co-op will be fueled by the “revolutionary” digital toolbox from engageSimply. It is a proprietary platform to merge the power of social media, direct response, community and content into a scalable communications system. This platform, along 
with HUMNews global contacts and HUMMedia communications strategies, will provide the CSR Co-op with the technology platform to reach millions of people quickly and efficiently with information and education vital to the CSR Co-op organization.
“I’ve built strong wonderful like-minded networks of colleagues over the years. As I’m starting this journey to launch a new generation agency, HUMMedia makes total sense”, says Campbell. On Aug. 4, a Huffington Post article described HUMMedia as “an innovative, digital Media Agency led by Joy DiBenedetto and Donnetta Campbell that translates `word of net’ onto a truly global stage.”
Industry visionaries quickly involved themselves including Natalie Petouhoff (formerly of Forrester Research) Chief Strategist for Weber Shandwick Global Public Relations; Kristen Anderson from the Concept Farm; Meg Columbia Walsh of Fair Trade Digital; Robyn Streisand of The Mixx; Leslie Singer of HSDominion; Susan Older of Displaced Journalists, and Elaine M. Rogers, a partner and co-chair of the Entertainment and New Media Department of Meister Seelig & Fein, LLP.
Read the entire story here.
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