Despite the expansion of the practice of social responsibility in Russia, the perception of social programs as an "additional obligation" is still widespread among the business community. Russian companies do not use the full potential of social initiatives. The companies have to use system approach to the organization of social responsibility (the choice of the directions and forms of social responsibility according to short-term and long-term goals of the organization, involvement of stakeholders to discussion and selection of programs, use of a combination of various types, etc.). The organizations have to consider social programs as the effective instrument of achievement of the organization and social tasks. Application of the life cycles concept (in this article I. Adizes's concept was used) allows the organization to systematize the existing problems selection and implementation of social programs. The case study of CSR of Sberbank has shown that purposeful selection of social initiatives, inclusion in this process various groups of stakeholders and modernization of social programs according to the changing business environment conditions, provide effective achievement of the public and the organization purposes. In the modern conditions, social programs have to be providing by targeted communications. The expansion of opportunities for stakeholder’s participation in social programs promotes realization of long-term tasks of organizations development.
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