Elevating Your Corporate Social Responsibility Communication Effort


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Elevating Your Corporate Social Responsibility Communication Effort

  1. 1. Elevating your Corporate Social Responsibility Communication Effort Aniisu K Verghese July 2013 w ww.intraskope.com w ww.intraskope.wordpress.com
  2. 2. Due care has been taken while preparing this presentation but the author cannot be held responsible for any misuse or misrepresentation of information. The views expressed in this presentation are those of the author and do not reflect those of the organization he works for. Data for this presentation has been drawn from various sources and is gratefully acknowledged.
  3. 3.  How trends shaping CSR globally can impact our effort  What can we learn from research and best practices  How can you support your volunteers‘ understanding of their role  What steps can they take to promote your brand
  4. 4.  Highlights: - Every company having a net worth of Rs 500 crore or more, shall set up a CSR committee, which would guide and monitor the company's CSR agenda and expenditure. - Companies required to spend at least 2% of their average net profits made during the three previous financial years towardsCSR activities. - Proper disclosure of the CSR policy - PM's NationalRelief Fund + eradicating hunger, promoting education or health, ensuringenvironmental sustainabilityand everything that could fall in the definition of social business projects. Source: Budget 2012 may make Corporate Social Responsibility mandatory for companies http://articles.economictimes.indiatimes.com/2012-01-27/news/30670652_1_csr-activities-companies-bill- corporate-social-responsibility
  5. 5. 1. Respect: Have healthy respect for your workers and invest in their welfare. 2. Trusteeship: Corporate social responsibility should be defined within the framework of a corporate philosophy instead of tax planning only and considering the needs of the community and the regions in which a corporate entity functions. 3. Be inclusive: Industry must be proactive in offering employment to the less privileged, at all levels of the job ladder. 4. Use resources prudently: resist excessive remuneration to promoters and senior executives and discourage conspicuous consumption. 5. Invest in people and in their skills: Offer scholarships to promising young people, skill building etc 6. Profit can’t be the only goal: Desist from non-competitive behavior. 7. Save our world for the future: Invest in environment-friendly technologies. India‘s growth must be enhanced and, yet, our ecology must be safeguarded for our future generations. 8. Stay ahead of the curve: Promote enterprise and innovation, within your firms and outside. 9. Be responsible: For every recipient of a bribe there is a benefactor and beneficiary. Fight corruption at all levels. 10. Be socially sensitive: Promote socially responsible media and finance socially responsible advertising. Excerpt from Prime Minister Manmohan Singh’sspeech on May 24 at the inaugural session of Confederation of Indian Industry’sAnnual Summit, 2007
  6. 6. CSR trends shaping our world and workplace Understanding what works and how to put in in practice
  7. 7.  “The more a company actively pursues worthy environmental and social efforts, the more engaged its employees are.” - A Hewitt & Associates study  “Morale was 55% better, business process were 43% more efficient, public image was 43% stronger, and employee loyalty was 38% better.” - The Society for Human Resources Management  Companies with highly engaged employees have three times the operating margin (Towers and Watson) and four times the earnings per share (Gallup) of companies with low engagement  “88% of millennials, or “echo boomers,” choose employers based on strong CSR values, and 86% would consider leaving if the companies’ CSR values no longer met their expectations.” PriceWaterhouseCoopers
  8. 8. Source: Attaining sustainable growth through corporate social responsibility. IBM Institute of Business Value (2008).
  9. 9. • Nearly 77 % of the Indian companies reported corporate or employee volunteering althoughnone had formal procedures in place. Dedicated departments in most organizations are looking into much more than just fundingor gettinginvolved in one-time projects. • Only 17% of the companies surveyed in India had a written CSR policy while more than 80 percent of the surveyed companies engage in CSR programs (Partners in Change 2005). Sources: www.sbs.ox.ac.uk/achilles/downloads/research/India.pdf www.ivolunteer.in/Downloads/Best%20Practices%20Companies.pdf
  10. 10. Assumption (case): ―Local manufacturing facilities are necessary to compete in our business, but our company cannot establish one in rural India, because the high quality inputs we need cannot be sourced locally.‖ SustainableValueCreation Approach: ―Can we partner with the local government and NGOs to develop infrastructure and training programs to foster a local market for the inputs we need?‖ Source: Shaping the Future: Solving Social Problems with Business Strategy. Pathways to sustainable value creation in 2020, McKinsey (2010)
  11. 11. Communicating differently for impact How to better align our people and effort
  12. 12. What's good for the soul should be good for the CV. Armed with this certainty, India's Gen Next is volunteering with a vengeance — because it helps"build character", "looks nice on the CV", "gets appreciation from friends and family" and is "great exposure" to boot. "One of the key reasons for this is that the children of India's emerging middle class are more secure and feel they have the space and time to be engaged in the country's development process.” - Rakhi Sarkar, Country Director (India) at Voluntary Service Overseas Source: http://articles.timesofindia.indiatimes.com/2011-06-19/special- report/29676791_1_ngos-institutes-csr
  13. 13.  CSR commitment - amount of input, durability of association and consistency of input  CSR impact – focus on output (societal impact)  CSR motives – emphasize convergence of social and business interests  CSR fit – logical association between social issue and company‘s business “When the CSR message is about the social issue consumers are more likely to be suspicious of ulterior motives because such advertising does fit their schema. The company should emphasize the importance of the social issue and communicate a lack of vested self-interest by choosing issues that are not logically related to the company’s businesses” Source: Maximizing Business returns to CSR: The role of CSR communication (Du, Shuili, Bhattacharya, C.B., and Sen, Sankar (2010). InternationalJournal of Management Reviews.
  14. 14. • Food shortages in Malawi are affecting more than 3 million children • In Zambia, severe rainfall deficits resulted in a 42% drop in maize production from 2000. As a result, an estimated 3 million Zambians face hunger • Four million Angolans – 1/3rd of population have been forced to flee their homes • More than 11 million people in Ethiopia need immediate food assistance USD 1.14 When primed with statistical data (calculations) people got into an ‗analytical‘ frame of mind and less charitable. Any money that you donate will go to Rokia, a seven-year-oldgirl from Mali, Africa. Rokia is desperately poorandfaces the threat of severe hungeroreven starvation. Herlife will be changedforthe betteras a result of yourfinancial gift. With yoursupport, andthe support of othercaring sponsors, Save the Children will work with Rokia’s family andother members of the community to helpfeedand educate herandprovide basic medical care and hygiene education. USD 2.38 When primedto ‘feel’ (words like ‘baby’) they gave more. Source: Made to Stick. Chip and Dan Heath (2008). Arrow Books ―If I look at the mass, I will never act. If I look at the one, I will‖ – Mother Theresa
  15. 15. Understanding drivers of volunteering
  16. 16. Fidelity® CharitableGift Fund Volunteerismand CharitableGiving in 2009
  17. 17. UnitedHealthcare / VolunteerMatch Do Good Live Well 2010 Study
  18. 18. UnitedHealthcare / VolunteerMatch Do Good Live Well 2010 Study
  19. 19. Fidelity® CharitableGift Fund Volunteerismand CharitableGiving in 2009
  20. 20. Empowering your CSR leads and volunteers to promote your brand Guidance to improve reach and effectiveness
  21. 21. Leader  Work with a strategy and plan - What are we doing? - Why is yourorganization interested? - What is the impact we are making?  Study theNGO and howthey are makinga difference, brief volunteers  Establish a relationship with theNGO  Exploreopportunities to map skills vs needs  Sharefeedbackanda debrief on your experience  Communicatetheimpact of the intervention Volunteer  Know what talent you can bringtothe table(leading, teaching, music etc)  Stay focused on doingwhat the organization planstodo  Know yourorganization and thepoint of view on CSR  Learn more about thecompany’sCSR program so that you can speak confidently when someoneasks  Rememberyou are an ambassadorof yourorganization and thereforehow you carry yourself impacts our brand To learn: About your organization, The elevator pitch, differentiators
  22. 22. Alignment with our Purpose 1. This request from the NGO to engage with my organization is aligned to our purpose and within the framework of our charter 2. We have conducted a background check on the NGO or initiative 3. We have researched or sought and received information of other organizations which engage with this NGO 4. We have a formal agreement with this NGO and it is documented 5. Our legal team has reviewed the agreement and signed off Partnership and Opportunities 1. We have a roadmap of how we want to conduct this partnership 2. We can clearly articulate why we are engaging with this NGO or initiative 3. We are aware of opportunities to get our people involved 4. We foresee a long term plan for people engagement Communication Strategy and Plan 1. We have outlined a communication strategy and plan for informing our people, stakeholders and the NGO 2. We have defined what our people can expect from this engagement (sign up as volunteers, contribute funds, enroll for their programs etc) 3. We have a plan to follow-up and communicate the outcomes from this engagement
  23. 23. Getting Started 1. I have a confirmed set of volunteers who will be present at the event 2. I have reconfirmed the event and participation with the NGO 3. I have briefed the volunteers on what they should expect at the venue, how they must conduct themselves and their specific roles and responsibilities Communication 1. I have communicated the event details and directions to the volunteer group 2. I have a POC to take photographs and videos at the event 3. I have a POC to write up an article of the event and submit it immediately after the event 1. I know how to communicate the update of the event using internal communication vehicles Post Event 1. I plan to recognize the group that supported the event 2. I plan to keep the group informed of forthcoming events of interest 3. I am prepared to take feedback from the volunteers and NGO after the event and document/share with my leadership
  24. 24. Event Objectives and My Skills 1. I am aware of the objectives of the event I plan to participate in 2. I am aware of my skills and strengths as a volunteer 3. I have indicated my skills and preferences to volunteerat the event Briefing and Ownership 1. I have been briefed by the event lead 2. I know my role and responsibilities at the event 3. I can give guidance to other volunteers who have questions about the event My Role as Sapient’s Brand Ambassador 1. I am confident of representing my organization and brand 2. I can clearly articulate why my organization has tied up with the NGO 3. I can provide feedback to improve volunteeras well as the event experience 4. I can pitch in as a spokesperson for the initiatives we champion
  25. 25. Register now! July 20, 2013 Bangalore Facilitator:Aniisu K Verghese E-mail: intraskope@yahoo.com
  26. 26.  Linkedin: http://in.linkedin.com/in/aniisu  Twitter: www.twitter.com/aniisu  Visit the book FB page :http://www.facebook.com/ICbook2012  E-mail: intraskope@yahoo.com  Visit my blog: www.intraskope.wordpress.com