By: Lori Zoss Kraska, MBA, CFRE
For associations, nonprofits, and purpose-driven organizations, understanding where companies are focusing their corporate social responsibility (CSR) efforts is key to securing partnerships, funding, and sponsorships. As businesses navigate a rapidly changing landscape, their CSR priorities are evolving to align with economic shifts, technological advancements, and social needs.
This article highlights the key areas where companies are investing in CSR today based on the conversations I’ve had with Fortune 1000 executives since the beginning of the year and based on the public reporting of their efforts thus far in 2025.
General opportunities for nonprofits and associations are also included to help assess if your organization might be a fit with what's resonating with corporations.
Environmental Sustainability
Sustainability remains a major CSR focus for companies responding to consumer demand, regulatory changes, and investor expectations. Businesses are investing in:
Carbon neutrality and net-zero commitments – Reducing emissions and supporting carbon offset projects.
Renewable energy adoption – Transitioning to solar, wind, and other sustainable energy sources.
Sustainable supply chains – Reducing waste, improving logistics, and sourcing responsibly.
Waste reduction and circular economy efforts – Recycling initiatives, packaging redesigns, and zero-waste goals.
Water conservation and biodiversity initiatives – Protecting natural resources and wildlife habitats.
Opportunities for Nonprofits & Associations
Organizations focused on environmental conservation, climate action, and sustainability education can build partnerships with companies looking to enhance their impact in these areas.
Employee Well-being & Mental Health
Companies are expanding their CSR commitments to include initiatives that support employee well-being, reflecting a growing focus on work-life balance and mental health. Businesses are investing in:
Mental health programs – Offering counseling, wellness apps, and employee assistance programs (EAPs).
Flexible work arrangements – Supporting remote work, hybrid schedules, and paid leave.
Financial wellness programs – Providing budgeting tools, retirement planning, and debt management support.
Paid parental leave and caregiving support – Helping employees manage family responsibilities.
Opportunities for Nonprofits & Associations
Nonprofits working in mental health advocacy, employee wellness, and work-life balance can align with corporate partners looking to expand their employee support initiatives.
The Base of Maslow’s Pyramid: Meeting Basic Needs
At the foundation of Maslow’s hierarchy of needs are essentials such as food, shelter, clean water, and safety. Many companies are shifting CSR resources toward initiatives that directly address these fundamental human needs. Businesses are supporting:
Food security initiatives – Partnering with food banks and meal programs.
Housing and homelessness programs – Funding affordable housing and transitional shelters.
Clean water and sanitation projects – Expanding access to safe drinking water and sanitation.
Disaster relief and emergency aid – Providing rapid-response support to communities in crisis.
Opportunities for Nonprofits & Associations
Organizations focused on poverty alleviation, hunger relief, disaster response, and housing initiatives can position themselves as valuable partners for corporations looking to make a direct and measurable impact.
Veteran & First Responder Support
Veterans and first responders remain a strong focus for corporate CSR initiatives, as businesses recognize the value of supporting those who serve. Companies are investing in:
Workforce transition programs – Helping veterans enter civilian careers.
Mental health resources – Providing PTSD support and crisis counseling for first responders.
Grants for military families – Offering financial aid for education, housing, and healthcare.
Partnerships with veteran-owned businesses – Expanding opportunities for veteran entrepreneurs.
Opportunities for Nonprofits & Associations
Organizations serving veterans and first responders can collaborate with corporate sponsors that want to show tangible support for these communities through employment programs, grants,
STEM & Workforce Development
With the rapid rise of technology, companies are prioritizing workforce development and STEM (Science, Technology, Engineering, and Math) education to prepare the next generation for success. Businesses are investing in:
Coding and digital literacy programs – Training students and workers in AI, cybersecurity, and tech skills.
Apprenticeships and trade school partnerships – Creating alternative career pathways.
Workforce upskilling – Helping employees adapt to evolving industries.
Bridging the digital divide – Expanding internet access and technology training in underserved communities.
Opportunities for Nonprofits & Associations
Educational nonprofits, workforce development programs, and trade associations can position themselves as strategic partners in helping businesses meet their talent pipeline goals.
Health & Medical Research
Companies continue to support healthcare initiatives that align with their industry, values, or employee and community needs. Businesses are funding:
Medical research and innovation – Supporting disease research and new treatment development.
Healthcare access initiatives – Partnering with hospitals and nonprofits to improve care availability.
Employee wellness initiatives – Offering health screenings and wellness challenges.
Community health programs – Expanding access to vaccinations, maternal care, and preventative services.
Opportunities for Nonprofits & Associations
Organizations in the healthcare and medical research space can leverage corporate partnerships to advance scientific breakthroughs, expand community health initiatives, and improve public well-being.
Ethical Governance & Responsible AI
As technology becomes more integrated into daily life, companies are making ethical considerations a core part of their CSR strategies. Businesses are focusing on:
Data privacy and cybersecurity initiatives – Protecting consumer information.
Transparent governance policies – Strengthening ethical business practices.
Responsible AI development – Ensuring fair and unbiased use of artificial intelligence.
Anti-corruption and compliance programs – Promoting accountability and ethical leadership.
Opportunities for Nonprofits & Associations
Organizations working in digital ethics, online safety, and governance transparency can position themselves as partners for companies looking to enhance their responsible business practices.
Economic Inclusion & Local Business Support
Many companies recognize that strong economies create stronger communities. As a result, businesses are investing in initiatives that promote financial stability and economic inclusion, including:
Small business development – Providing grants and mentorship for entrepreneurs.
Access to capital – Expanding lending opportunities for startups and small businesses.
Job creation programs – Partnering with communities to create employment pathways.
Local supply chain investment – Supporting regional economies by sourcing locally.
Empowering women – Advancing women in leadership and entrepreneurship
Opportunities for Nonprofits & Associations
Economic development organizations, business incubators, and workforce agencies can partner with corporations to expand financial inclusion and job creation programs.
Educational Initiatives & Lifelong Learning
Education remains a core focus of CSR, with companies investing in programs that prepare individuals for the future of work. Businesses are funding:
Digital skills training – Helping students prepare for careers in technology.
Scholarships and tuition assistance – Expanding access to higher education.
Early childhood and K-12 education support – Enhancing literacy programs and school resources.
Workforce readiness and apprenticeships – Providing career training and mentorship.
Financial literacy and entrepreneurship education – Teaching money management and business skills.
Opportunities for Nonprofits & Associations
Educational nonprofits/associations, mentorship programs, and workforce training organizations can secure corporate partnerships to scale their impact and provide skills training to the next generation.
Conclusion: A Strategic Evolution of CSR
For associations, nonprofits, and other purpose-driven organizations, understanding corporate CSR priorities is essential for securing funding and sponsorship. It’s also essential to realize that the environment is ever changing and the most adaptable associations and nonprofits will benefit.
Are you looking to engage corporate sponsors or develop new funding strategies? By finding ways to align your initiatives with the CSR priorities outlined above, your organization can position itself as a key partner for businesses looking to make a lasting impact in 2025 and beyond.
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