What you give will come back. All organization these days does CSR.CSR stands for Corporate Social Responsibility. CSR is one of the important factors which help an organization to grow. By doing CSR we contribute to the well being of the society. Engaging in good cause will help the brand or organization to build a good reputation.
A study found that, if a brand supports a good cause then, 90% of the consumers switch buying to that brand (https://fabrikbrands.com/guide-to-corporate-social-responsibility/). Contributing to society by any means or way helps your brand to connect emotionally with your stakeholders. Doing a CSR activity does not always require a good amount of budget or investment. Brands can support any social cause and build a good reputation for them. The cause can be local, national or global.
Brands can contribute by supporting any social issue, it can be an issue related to the environment, child rights and education, animal rights, etc. Brands can also collaborate with various Not-for-profit organizations and can support the cause by donating the NGOs.
All the organizations these days do some amount of CSR and contribute to the well being of society directly or indirectly. They must continue doing these CSR activities because this will help them to create a positive perception of their brand, which will enhance the goodwill of the brand. These also help to maintain and sustain the brand reputation