CSR actions are often controversial due to either the excessive voluntary or narrow standardized approach. The objective of this article is to find indices, which homogenize CSR campaigns of corporations according to specific attitudes and behaviour of individuals. Cluster analysis has significantly differentiated CSR volunteering contributors from non-volunteering critics. A small cluster of non-volunteering respondents calls for support of kids, criminals and addicts. Volunteering clusters are composed of employed respondents who are predominantly calling for equality and environment according to their work and leisure interest. The technology volunteering from the previous year disappeared from the list of CSR of respondents as it was aggregated either to other priority or finished and forgotten due to interests in a new project. Results demonstrate that responsibility is not related only to people in need but calls for simplification of complex public, corporate and human relationships to focus on its development.

The responsibility of employees and the public towards corporations and vice versa (Corporate Social Responsibility-CSR) is preventing such scandals as Dieselgate, Huawei, Boeing or burned rain forests for growing oil palms for biofuels in media and court procedures. Surprisingly, no article about the preventive effects of CSR was found. Therefore, the objective of this article is to find CSR specific feedback improving marketing operability of the functional roles of CSR participants. Four main clusters of CSR: Environment, Care, Fair play and Technology have shown a portfolio of preferences according to the functional roles of age, gender, education, and number of kids in the family. Further, tests of hypotheses have shown how socio-demographic characteristics of respondents contribute to their socially responsible behaviour. Respondents with university degrees behave socially responsible, while respondents with occupational training do not. Similarly, respondents with the highest net monthly income of the household behave socially responsible, while respondents with the monthly household income between 15 and 30 thousand CZK don't. The clusters found in the sample of 1038 respondents explain targeting of CSR through this portfolio.