The best types of CSR activities are those that
- Dovetail closely with your company's skills, capabilities, interests, and goals
- Make a measurable difference in global problems, e.g., turn hunger and poverty into sufficiency, war into peace, and catastrophic climate change into planetary balance
- Provide a basis for profitable products and services
- Open possibilities for new marketing initiatives
Helping companies figure this out is part of what I do. If you visit http://goingbeyondsustainability.com/d-i-y-do-it-yourself-resources/ , the first two links are self-assessments - one for social responsibility and one for green practices. BTW, filling either or both out entitles you to 15 minutes of my time, via Skype or similar.