How to make Corporate Social Responsibility count in today’s business world

Written by Dom Anderson (pictured), head of community at Burton Albion Community Trust

When I stepped into my new role as head of community at Burton Albion Community Trust (BACT), one of my first acts was to join the Greater Birmingham Chambers of Commerce.

That decision wasn’t about ticking a membership box — it was about connection.

I’ve always believed that when local businesses, football clubs, and communities pull in the same direction, the results can be transformative.

The Chamber represents that spirit of collaboration — people who believe enterprise has a role to play in improving lives, strengthening places, and creating opportunity.

My journey to leadership

My route into leadership hasn’t followed a straight path. I grew up in a working-class part of Derby where money was tight and opportunities were limited. I experienced homelessness and later lived in a kinship care arrangement with my grandparents. I left school at fifteen without qualifications or a plan.

What I did have was football — and a drive to never give up. The game became my language, my teacher, and my community. It showed me that no matter your background, you can belong to something bigger than yourself. That belief has carried me through every role since: youth work, local government, higher education, and coaching.

Over the years, I’ve managed women’s football teams, served as an elected councillor, worked nationally on student voice and mental health, and written about social issues. Every experience had one common thread — helping people realise their potential and making sure no one gets left behind.

Now, as head of community at Burton Albion, all those experiences converge. This role brings together everything I care about: inclusion, opportunity, leadership, and local pride. It’s about using the power of football to drive meaningful social change — something I’ve seen transform not just individuals, but whole communities

The role of Burton Albion Community Trust

For anyone unfamiliar, Burton Albion Community Trust is the official charity of Burton Albion Football Club. We exist to change lives through the power of sport, education, and community engagement.

Every day, our staff and volunteers deliver projects across East Staffordshire and beyond — from schools to care homes, community centres to football pitches. We reach thousands of people each year, spanning ages, abilities, and backgrounds.

Our work focuses on four key areas:

• Health and wellbeing – tackling loneliness, supporting mental health, and encouraging active lifestyles.

• Education – helping young people gain skills and confidence, from primary and secondary alternative education to further education through our Football & Education Programmes, and even our university degree course.

• Inclusion – providing safe, welcoming spaces for people who might feel excluded because of disability, gender, or circumstance.

• Community engagement – strengthening local connections through events, volunteering, and partnerships.

This is football at its best — using the reach and trust of the club badge to open doors that might otherwise stay closed.

Why CSR is more important than ever

Corporate Social Responsibility (CSR) has changed dramatically over the past decade. What used to be a side project — a cheque handover and a photo — has evolved into something far more meaningful.

Today, businesses are expected to demonstrate how they create social value, not just economic success.

But beyond expectation, there’s a moral and human case for CSR.

We live in a time when inequalities are widening, mental health challenges are rising, and communities are under strain.

Against that backdrop, the private sector has a unique ability to help — not by doing everything, but by aligning what it already does well with what its community needs most.

Good CSR isn’t about charity; it’s about shared purpose. It’s where business goals and social outcomes overlap — that point where doing good and doing well become the same thing.

The most effective CSR programmes are built on three principles:

1. Authenticity – acting from a genuine desire to help, not for the headline.

2. Partnership – working with trusted community organisations that understand local need.

3. Sustainability – building relationships that last longer than a single event or donation.

That’s where organisations like BACT can help. We bring the community insight, networks, and experience that turn goodwill into real-world outcomes.

How we help businesses make CSR meaningful

One of the great privileges of this role is meeting business leaders who want to make a difference but aren’t always sure where to start. The will is there; sometimes, it just needs a bit of structure.

At BACT, we act as a bridge between business and community. We help companies channel their resources, skills, and people into initiatives that have visible impact.

Here are a few of the ways we collaborate:

• Volunteering experiences – We organise hands-on projects where staff can support local initiatives, from community clean-ups to youth sports days. These aren’t just feel-good moments — they help employees connect with each other and the town they represent.

• Youth engagement partnerships – Local employers can support our education and employability programmes by offering mentoring, talks, and placements. It’s a way of giving young people real insight into the world of work while helping businesses build future talent pipelines.

• Cause-driven sponsorship – We design partnerships where corporate support funds a specific social outcome — for example, backing a disability football team, a girls’ leadership programme, or a mental health campaign.

• (Coming soon) A Revamped BACT Friends Scheme

We’ve seen the difference these collaborations make — not just to the people who benefit, but to the companies involved. Employees come back from projects energised and proud of their workplace. Managers report stronger teams and a renewed sense of purpose. And communities see businesses that genuinely care.

Burton: A town of industry and heart

Burton has a rich industrial heritage — a town built on brewing, engineering, and manufacturing. Those sectors shaped the area’s identity and gave generations of family’s pride and security.

But like many towns, Burton has seen economic change. Some communities have thrived, while others have faced challenges. Health inequalities persist, and opportunities for young people can still feel uneven.

That’s why local collaboration is so vital. Every time a business partners with a community organisation, we close those gaps a little more. We build bridges between sectors that might not always speak the same language but share the same goal — a thriving, inclusive town.

And it’s worth saying: CSR doesn’t just help the community; it strengthens business, too. It enhances reputation, boosts staff retention, attracts customers who care about values, and creates a sense of pride that money can’t buy.

Burton has always been at its best when it pulls together. CSR is the modern expression of that same community spirit — industry with empathy.

Looking ahead: The future of partnership

As I settle into my role, I’m energised by what lies ahead. Joining the Chamber opens doors for us to collaborate with organisations large and small — from family firms to global brands with local roots.

In the months ahead, I want to explore what meaningful CSR looks like in Burton and the surrounding areas. What does success look like when measured not just in profit, but in lives improved, opportunities created, and connections strengthened?

I’d love to see more local businesses build CSR into their core strategy rather than treat it as an afterthought. Imagine if every manufacturer, retailer, and service provider in Burton committed just a small portion of their time, expertise, or resources to community projects. The collective impact would be enormous.

At BACT, we’re ready to make that easy. We have the networks, the safeguarding expertise, and the local knowledge. All we need are partners who share our vision of a community where everyone can thrive.

A personal reflection

If you’d told the fifteen-year-old version of me — the one sleeping rough some nights and skipping school others — that one day I’d be leading community strategy for a professional football club, I’d never have believed you.

That’s why I never forget what’s at stake in the work we do. Every programme, every event, every partnership is about giving someone else that same chance to turn their life around.

For me, CSR isn’t an abstract business concept. It’s personal. It’s about paying forward the opportunities that changed my own life. It’s how we build towns where young people feel they belong, where older adults stay connected, and where businesses are proud of the role they play in making it all happen.

Let’s talk

If your organisation wants to make a local impact, start with a conversation. You don’t need a grand strategy — just a genuine desire to do good. From there, we can explore where your goals meet community needs and design something that benefits everyone.

Joining the Chamber is already opening up those conversations, and I can’t wait to see what grows from them. Together, we can make CSR more than a policy — we can make it a movement.

Because community doesn’t just happen. It’s built — by people, by partnerships, and by businesses that care.