For Sam Taylor, president of Reputation Dynamics, a New York-based corporate social responsibility (CSR) consultancy, part of the difficulty for sponsors was the result of an ad hoc approach to CSR. “At the last Olympics, some companies had fragmented approaches toward developing social responsibility programs and aligning them around causes,” she says. One of her key lessons: Clear, consistent communications about the aim of their CSR programs at such events is critical. “While the Darfur situation clouded the Olympics, sponsors should not have been pressured by the activists and [should have] continued to communicate and vouch for their commitments to the CSR agenda,” she says.