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Zilelebiz 2010: Katie Rizvi

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Zilelebiz 2010: Katie Rizvi

  1. 1. Katie Rizvi 2010, Novotel Hotel, Bucharest Enabling Communities
  2. 2. 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
  3. 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. 4. 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
  5. 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. 6. What kind of partner is the NGO looking for? The Center for Corporate Citizenship at Boston College, 2001
  7. 7. What kind of partner is the NGO looking for? The Center for Corporate Citizenship at Boston College, 2001
  8. 8. 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)
  9. 9. 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)
  10. 10. 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
  11. 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 AND: • It’s responding to an actual need!
  12. 12. Identifying social gaps • In Romania, what would they say are the needs ?
  13. 13. Identifying social gaps • In Romania, what would they say are the needs ? • Education – Health – Environment
  14. 14. Identifying social gaps • In Romania, what would they say are the needs ? • Education – Health – Environment • How do you chose?
  15. 15. Identifying social gaps • In Romania, what would they say are the needs ? • Education – Health – Environment • How do you chose? • 
  16. 16. 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
  17. 17. 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
  18. 18. 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”.
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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 ?
  24. 24. Katie Rizvi Asociatia Little People Romania katie@thelittle-people.org 0040-745-821-573 www.thelittlepeople.ro www.temerariiclub.ro www.potisitu.ro

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