3. Summary
• Incorporating CSR into business strategy – long term
• Integrating CSR with competitive strategy
• Sustainable competitive advantage – link CSR to the
strengths of the business
• focus on “shared value”
• Ultimately: good for your bottom line
• John Holm: Creating a ‘Sustainable’ Competitive
Advantage / Case Study – Libri Book Chain’s Market
Entry into Romania Friday
• not only social contribution but positively responding
to social problems
4. Summary
• Incorporating CSR into business strategy – long term
• Integrating CSR with competitive strategy
• Sustainable competitive advantage – link CSR to the
strengths of the business
• focus on “shared value”
• Ultimately: good for your bottom line
• John Holm: Creating a ‘Sustainable’ Competitive
Advantage / Case Study – Libri Book Chain’s Market
Entry into Romania Friday
• not only social contribution but positively responding
to social problems
5. ENGAGING IN CSR: THE
KEY STEPS FOR BUSINESS
• Step 1: Initial Commitment
• Step 2: Assess the external
environment and relate it to
business
• Step 3: Review the internal
structure, strategy, and the plan
of actions
• Step 4: Implement
• Step 5: Measure and report
results
• Step 6: Consult with stakeholders,
including governments and civil
societies
Framework designed
by the UK
Department of Trade
and Industry
6. ENGAGING IN CSR: THE
KEY STEPS FOR BUSINESS
• Step 1: Initial Commitment
• Step 2: Assess the external
environment and relate it to
business
• Step 3: Review the internal
structure, strategy, and the plan
of actions
• Step 4: Implement
• Step 5: Measure and report
results
• Step 6: Consult with stakeholders,
including governments and civil
societies
Framework designed
by the UK
Department of Trade
and Industry
7. What kind of partner is the NGO
looking for?
The Center for Corporate Citizenship at Boston College, 2001
8. What kind of partner is the NGO
looking for?
The Center for Corporate Citizenship at Boston College, 2001
9. What kind of partner is the NGO
looking for?
• A company w/ gd reputation
• Experienced CSR staff
• CSR budget match expectations of outcomes
• Shared values
• Clear direction / prevent diluted impact
• Willing to consult specialists in field of chosen
engagement
• Functionality within company (NGO not to ‘pay’
for firm’s incompetence / avoid frustration in the
course of the partnership)
10. What kind of partner is the NGO
looking for? cont.
• Respect and care for all stakeholders
(customers, investors, employees, suppliers…)
• Respectful of NGO in partnership
• Professional in all
communications/exchanges/deliveries/expect
ations, in course of the collaboration
• Genuine interest in the particular social
problem (will develop into passion)
11. Identifying the right cause
• It’s a good match for your core competencies
• It’s good for your stakeholders
• It’s good for …..
• ……your bottom line
12. Identifying the right cause
• It’s a good match for your core competencies
• It’s good for your stakeholders
• It’s good for …..
• ……your bottom line
AND:
• It’s responding to an actual need!
14. Identifying social gaps
• In Romania, what would they say are the
needs ?
• Education – Health – Environment
15. Identifying social gaps
• In Romania, what would they say are the
needs ?
• Education – Health – Environment
• How do you chose?
16. Identifying social gaps
• In Romania, what would they say are the
needs ?
• Education – Health – Environment
• How do you chose?
•
17. Case Study 1.
the NGO perspective
Danone Romania
• Independent public health
consultant
• Comprehensive look at
problem
• Not for a PR picture – literally
• Interested for the long term
• Genuine interest in NGO’s
approach / expertise
• Soft start with employee
involvement on program
delivery-beneficiary front
Little People Romania
• PTC! Ethical – not exploitative
• Comprehensive view of health
problem
• Patient reach at national level
ok, but need capacity growth
• Specific strategy already in
place – professionalism
• Not new in the field
• WTW versus TTT
• Has multiple resources
18. Case Study 1.
the NGO perspective
Results of collaboration
• Patient support services extended to new
cities
• Double number of children / teenager /
parent beneficiaries after one year
• Triple over two years
• Press conferences
• Exhibitions / visibility in main children cancer
centers around country
• Active promoter of company brand and CSR
program logo on varied campaign products
• Reach includes medical society /universities /
local authorities / national, international
audiences
• Parent guide
• (Other key results in Danone positioning
themselves as leaders in innovative approach
of childhood cancer care …)
NGO’s competency beyond
funding
• Within two years all children in Romania with
cancer have access to services that will
increase chances of survival
• Geographic patient reach: Collaboration with
all 12 children oncology units in 9 cities,
operational bases in 4 strategically chosen
cities (80% patient reach)
• NGO developed awarding winning campaigns
- nationally and internationally all of which
has provided Danone increased exposure
(despite not funding the campaign directly)
– Lance Armstrong Foundation
– Romanian PR awards
• Patient advocacy work (500% growth in three
years)
• International recognition for NGO’s expertise
– Romanian export (!)
• Attracting resources for new, innovative
projects to enhance quality of services
19. Lance Armstrong
Livestrong Movement
“The Little People Association is a leader in the fight
against cancer in Romania through its efforts to
empower teenage cancer survivors caught between the
worlds of pediatric and adult cancer,” said Doug
Ulman, President and CEO of the Lance Armstrong
Foundation. “The Association’s YOU CAN TOO!
Campaign has been instrumental in taking action to
improve the survival rates of this demographic. As
teenage survivors visit patients in hospitals across
Romania, they offer critical support and
encouragement to their peers fighting cancer,” Ulman
said.
“The Lance Armstrong Foundation applauds these acts
of hope, courage and perseverance”.
20. Lord Mayor of the City of London
Awards It’s always nice to win something
For Excellence in Community actions
PR awards Romania
The Poti Si Tu campaign started
with 400 Euros investment
It has gone on to generate
20,000 Euros
within 10 months
More importantly the
Campaign has reached every
child, teenager and their
immediate families in Romania
effected by cancer.
The world’s best volunteers
Awarded to Little People volunteers
for 2007 – 2008 – 2009
by the International
Paralympic Committee
for RITTO, Romania’s largest
International annual sporting event.
www.RITTO.ro
21. Case Study 2.
the NGO perspective
Innovative market reach
through CSR
12 days of Christmas
Company’s DNA to reach community
Profit increase through CSR
Word-of-mouth model
Numbers to be shared by john Friday
NGO contribution:
Skilled and passionate volunteers – largest student
volunteer reach
press contacts + added press cov. On special events
Theatres and other partners identified / engaged
Access to schools / teachers / pupils
Access to health facilities
identifying disadvantaged groups
Identifying needs
Knowledge of beneficiaries / Innovative and creative
ideas
Matching resources
Harry Potter book launch
NGO volunteers – employees good working
relationship
22. Employee Participation
-sharing the passion
PricewaterhouseCoopers
• Finances
• Employee volunteers (80)
• 1 day given by management
• Press
NGO
• Identifying need
• Logistic organization + Project
manager
• Contacts
• Press
23. E-on Romania
• Financial commitment to
the cause from the
beginning
• Renewed loyalty
• Media-support
• Employee involvement
RITTO 2007,2008,2009,2010
• Largest annual international
sporting event of Romania
• Risky CSR domain – disability
• Well communicated
• Best organised event & disability
sport volunteers on the global
Paralympic calendar each year
• Local authorities + Embassy +
British Council involvement
• Community reach: 700 high
school volunteers support event
• A showcase disability event, a
powerful tool in changing public
mindsets
• Changing the image of disability
Employee Participation
-sharing the passion
24.
25. Enabling Communities
• When picking a CSR direction are you responding to a
need the community has or are you making it worse
• Review your motivation - are you seeking a PR quick fix
or photo opp or are you building a long term
partnership that will benefit the community and your
bottom line in the long term
• CSR can enable communities / fill social gaps in
Romania – is yours ?
26. Katie Rizvi
Asociatia Little People Romania
katie@thelittle-people.org
0040-745-821-573
www.thelittlepeople.ro
www.temerariiclub.ro
www.potisitu.ro
