'Improving Corporate Volunteering, Starting My Own Business' Sally O'Brien

Welcoming Sally O’Brien, founder of Blue CSR. Sally is on a mission to make corporate social responsibility (CSR) accessible and meaningful for New Zealand businesses.

Through her initiative, Blue CSR, she focuses on employee volunteering as a practical and impactful starting point for companies to engage with CSR. Her approach is straightforward: start small, focus on employees, and let the momentum lead to bigger changes.

Corporate social responsibility can be overwhelming. Large concepts like sustainability goals or ethical business practices often feel abstract or out of reach. For many businesses, particularly in New Zealand, it’s not simply a matter of knowing what to do but finding a manageable way to start. Sally believes that employee volunteering is the “low-hanging fruit” of CSR. It’s a simple yet effective step that aligns company values with real-world impact while engaging employees in a way that matters to them.

Sally highlights that employee volunteering not only supports the community but also strengthens workplace culture. By enabling employees to dedicate their time and expertise to causes they care about, businesses can empower their teams and showcase their values in action. This approach creates opportunities for employees to connect with meaningful work outside of their usual roles, driving engagement and personal fulfillment.

Sally acknowledges the challenges businesses face when trying to set up volunteering programs. Finding the right nonprofit partners, navigating logistics, and ensuring employees can participate without disrupting their day-to-day responsibilities can be complex. Blue CSR steps in to simplify this process, offering advice, resources, and support to businesses looking to integrate volunteering into their CSR strategies.

Rather than focusing on comprehensive CSR packages, Sally encourages businesses to start small and build their efforts over time. Her method is to begin with tangible actions like offering volunteering opportunities, then gradually expand into broader CSR initiatives. This might include aligning business practices with sustainability goals or exploring environmental, social, and governance (ESG) platforms to measure impact.

Sally’s advice is clear: don’t try to tackle everything at once. Taking one focused step can open doors to bigger conversations and more opportunities. For example, a successful employee volunteering program might inspire a team member to lead future initiatives or spark interest in larger community-based projects.

In New Zealand, Sally notes that CSR often flourishes through personal connections and networks. Building relationships and communicating clear, simple messages are crucial. She recognises that many businesses want to do the right thing but need guidance on where to start. Blue CSR provides this guidance, helping companies navigate their CSR journey while staying true to their values.

For Sally, the essence of CSR is living by your values. She believes that businesses should practice what they preach, making sure their stated principles translate into real actions. Whether it’s supporting causes like Cancer Society fundraisers, environmental initiatives, or community events, Sally encourages companies to lead by example and show their employees and customers what they stand for.

Blue CSR is designed to be a practical solution for businesses looking to begin their CSR journey. It offers a step-by-step approach to integrating employee volunteering into company culture, turning ideas into action. By starting small and focusing on meaningful engagement, Sally hopes to inspire businesses to think bigger and take CSR seriously.