1. Elevating your Corporate Social
Responsibility Communication
Effort
Aniisu K Verghese
July 2013
w ww.intraskope.com
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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.  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.  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. 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. CSR trends shaping our world and workplace
Understanding what works and how to put in in practice

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. Source: Attaining sustainable growth through corporate social responsibility.
IBM Institute of Business Value (2008).

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. 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. Communicating differently for impact
How to better align our people and effort

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.  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. • 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. Understanding drivers of volunteering

16. Fidelity® CharitableGift Fund
Volunteerismand CharitableGiving in 2009

17. UnitedHealthcare / VolunteerMatch Do Good Live Well 2010 Study

18. UnitedHealthcare / VolunteerMatch Do Good Live Well 2010 Study

19. Fidelity® CharitableGift Fund
Volunteerismand CharitableGiving in 2009

20. Empowering your CSR leads and volunteers to
promote your brand
Guidance to improve reach and effectiveness

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. 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. 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. 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. Register now! July 20, 2013 Bangalore
Facilitator:Aniisu K Verghese
E-mail: intraskope@yahoo.com

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