CSR as a Catalyst for Crisis Resilience: The Role of Non-Profits During the COVID-19 Pandemic

Abstract

This study explores the critical role of Corporate Social Responsibility (CSR) as a mechanism for crisis response in the non-profit sector, focusing on the Social Hero Foundation (SHF) during the COVID-19 pandemic. Traditionally associated with for-profit enterprises, CSR has evolved into an essential framework for non-profits to engage in community support, foster resilience, and enhance stakeholder trust. Using Fairclough’s Critical Discourse Analysis (CDA), this research dissects SHF’s CSR communications on Facebook during the pandemic's early months, identifying the narratives of solidarity and caring as key discursive themes. The solidarity discourse underscores collective action, resilience, and the inclusive framing of community challenges, positioning SHF as a pivotal leader in resource reallocation and crisis mitigation. Simultaneously, the caring discourse highlights altruistic commitment through unconditional aid and support for marginalized groups, reflecting ethical CSR principles. These discourses establish SHF’s credibility and reinforce its mission to promote unity and sustainability in Malaysian society. The findings demonstrate that CSR communication, when employed strategically, enables non-profits like SHF to build enduring relationships with stakeholders and strengthen communal bonds during crises. This research contributes to the understanding of non-profit CSR strategies by revealing how empathetic, community-centered narratives can enhance both immediate crisis response and long-term social cohesion. The study affirms that CSR can be a transformative tool in non-profit crisis management, emphasizing that well-articulated CSR practices reinforce trust and solidarity, which are essential for resilient societies.