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Welcome to the second instalment of The Inside Track with Jamie Baulch, our exclusive interview series exploring the stories, values, and innovations shaping the future of charitable giving.

In this edition, BIDAID Founder Jamie Baulch dives into the growing importance of corporate social responsibility (CSR) — and why it’s become a defining force in modern fundraising. From the rise of values-driven audiences to the need for authentic partnerships, Jamie discusses how platforms like BIDAID are helping brands align purpose with impact, turning charitable initiatives into meaningful, measurable action.

1. CSR has gone from a buzzword to a business imperative. Why is it such a crucial piece of the fundraising puzzle today?  

CSR has shifted from being a “nice to have” to being non-negotiable. In today’s world audiences expect companies to stand for more than profit. They want to see leadership in community, sustainability, and charity. For fundraising, that makes CSR really important, it’s not just about donations, it’s about aligning brand values with causes that genuinely matter to people.

2. How can brands use platforms like BIDAID to deliver on their CSR goals while doing real good? 

BidAid makes CSR effective. By offering exclusive experiences, artwork, and memorabilia through silent auctions, brands can raise vital funds for charities while showcasing their commitment in a transparent, measurable way. It’s about creating engagement, not just transactions, giving audiences something unique while delivering meaningful impact.

3. Do younger audiences care more about corporate values when deciding where to spend or donate?

Yes, without question. Gen Z and Millennials are the most values-driven generations we’ve seen. They research brands, they hold them accountable, and they usually spend with companies that reflect their beliefs. At the same time, they spot performative gestures quickly. Authenticity matters more than ever if you want their trust and support.

4. What makes a charity partnership feel authentic rather than performative?

True authenticity comes from alignment. When a brand partners with a cause that clearly connects to its values, its people, or its customers  and supports it consistently,  the partnership feels real. Performative partnerships tend to be one-off stunts. At BidAid, we encourage brands to think about the story behind their giving: why this cause, why this community, why now? When the story is clear, authenticity follows.

5. How do you see CSR evolving in the next 5 years and where does BIDAID fit into that vision?

CSR will move even deeper into the core of business strategy. It won’t be a side project or a department — it will guide how companies operate, who they partner with, and how they measure success. Transparency will be key, with technology playing a huge role in showing real-time impact. BidAid is built for that future: a platform that connects brands, charities, and audiences in ways that are engaging, measurable, and sustainable