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ABCD & Corporate Social Responsibility Presentation 2 (2)

A presentation by Cormac Russell at the National College of Ireland linking ABCD to Corporate Social Responsibility

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ABCD & Corporate Social Responsibility Presentation 2 (2)

  1. 1. Corporate Social Responsibility It’s Not a One-way Street Cormac Russell Managing Director Nurture Development
  2. 2. Nurture Development International Faculty member of the Asset Based Community Development Institute at Northwestern University, Chicago. The ABCD Institute has studied neighbourhood /community sustainability throughout the world since 1967. First accredited CSR professional development programme, in association with Business in the Community and the National College of Ireland.
  3. 3. Presentation at a glance A definition of CSR that makes good business sense Issue based and place based CSR responses Arguing for an Asset/Capacity based approach An Irish example of an asset (place) based connection between local businesses and their surrounding Community
  4. 4. Why CSR? Corporate decisions have a massive impact on how we live our lives and function as a society Turnover of many Global Corporations exceed the GDP of sovereign nations Wal-Mart’s turnover for 2005 was $287 billion which would make it the 22nd richest country in the world
  5. 5. Infamy, Infamy…they all have it in for me! In just over 20 years since China and India opened up their economies, 600 million people (10% of the world’s population) have been drawn out of poverty. Yet…this amazing impact is not reflected in how the business world is viewed. Public Agenda (2004) put business second from the bottom in terms of public regard.
  6. 6. Striking the balance Business has had a much more positive impact on the world than detractors admit Still there are ongoing issues that companies need to think about if trust is to be maintained You can not buy this kind of trust…and it is becoming increasing difficult to prosper without it.
  7. 7. What is CSR? The Corporate View: • Employee Engagement • Community Engagement • Corporate Philanthropy • Government & Public Relations • Governance & Ethics • Corporate Environmental Footprint • Socially & Environmentally Sound Product Design & Production
  8. 8. What is CSR? The Public’s View: Source: 2006 Fleishman Hillard/National Consumers League study: “Rethinking Corporate Social Responsibility”
  9. 9. Defining CSR as Strategy CSR strategy should be aligned with: Core business objectives e.g. to sell consumer products Core competencies e.g. production of high quality affordable consumer products The objective should be to: Create financial and social/environmental returns that are embedded in day to day business operations.
  10. 10. Operation Home Delivery Reba McEntire Whirlpool Habitat for Humanity Commercial
  11. 11. The Results?
  12. 12. Community Engagement Communities of Issue Dove Real Beauty Ad Campaign
  13. 13. Community Engagement Communities of Place From global issues to local sustainability
  14. 14. Connecting with Communities at a local level View communities as places with assets to be mobilised rather than needs to be addressed/fixed. Try connecting with a broad base rather than the gatekeepers. Get beyond the loons.
  15. 15. Needs Map Unemployment Early school leaving Vulnerable Families Poor Housing Graffiti Child Gangs Crime Literacy Abuse Mental issues Health Anti social behaviour Domestic violence Poor transport links
  16. 16. How Government Maps our Country 47 urban communities designated RAPID Areas with concentrated deprivation 38 Partnership Areas of designated disadvantage
  17. 17. The Full Picture . . . People and Communities have deficiencies & needs Individuals and Communities have skills and talents
  18. 18. A Sample Community Asset Map Institutions Individuals Physical Space Local Economy Schools Gifts, Skills, Capacities, Gardens For-Profit Businesses Universities Knowledge and Traits of Parks Consumer Expenditures Community Colleges Youth Playgrounds Merchants Garda Stations Older Adults Parking Lots Chamber of Commerce Hospitals Artists Bike Paths Business Associations Libraries Welfare Recipients Walking Paths Banks Social Service People with Disabilities Forests/Forest Credit Unions Agencies Students Preserves Individuals Physical Space Foundations Non Profits Parents Picnic Areas Institutional-Purchasing Museums Entrepreneurs Campsites Power and Personnel Fire Departments Activists Fishing Spots Barter and Exchange Foundations Professionals Corporations and A typical A typical Branches Associations Irish Local Economy Banks Associations Irish Animal Care Groups Heritage Groups Community Community Anti Crime Groups Hobby and Collectors Groups Stories Tenants Associations Men’s Groups Of background and personal history Business Organisations Mentoring Groups Of what you like to do and contribute Charitable Groups Mutual Support Groups Institutions Storie s Of existing and ongoing skills and Civic Events Groups Neighborhood Improvement capacities Cultural Groups Groups Of successful community development Education Groups Political Organizations Of economic growth Elderly Groups Recreation Groups Of addressing racism Environmental Groups Religious Groups Of including those who are marginalized Family Support Groups Service Clubs Of recognizing the value of everyone Health Advocacy and Social Groups Of a time when you or your group felt Fitness Groups Union Groups appreciated and valued Credit Unions Veteran’s Groups Of a time the community was at its best Women’s Groups Youth Groups
  19. 19. Eddie’s story
  20. 20. CSR is about Making Connections
  21. 21. When Engaging, Use the Right Call There are as many different kinds of duck calls as there are varieties of duck e.g. Mallard, Mandarin, Wood Duck and the Common Loon
  22. 22. If you use a loon call, you’ll attract the loons! The Common Loon Duck
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  26. 26. How is this Model Different? CSR-Community Building Social Service Model Model Focus on ASSETS Focus on NEEDS Builds from OPPORTUNITIES Responds to PROBLEMS Investment Orientation CHARITY Orientation Emphasis on ASSOCIATIONS Emphasis on AGENCIES Focus on COMMUNITY Focus on INDIVIDUALS Goal is EMPOWERMENT Goal is SERVICE Power comes from RELATIONSHIPS Power comes from CREDENTIALS PEOPLE are the answer PROGRAMS are the answer People are CITIZENS People are CLIENTS
  27. 27. What Does this Result in? People taking responsibility for their environment Becoming passionate about where they live & where you operate Coming up with creative solutions to local problems Connecting with each other and you! More sustainable communities Enhanced corporate reputations/employee retention
  28. 28. 7 Ways to Greater Engagement 1. Have Fun! Celebrate success and recognise active citizens 2. Start where people are at. Find out what people care enough to do something about. Avoid charity! 3. Don’t sit on your assets Mobilise staff and connect them to your neighbours
  29. 29. 7 Ways to Greater Engagement 4. Establish Foundations like the Kelloggs Foundation Lobby for reform of Tax system 5. Local purchase power Increase access to affordable credit 6. Strategic Mini grants 7. Support Associations Invite them to help you
  30. 30. “Reputation is not yours. Someone else gives it to you based on your performance.” Duncan Hawthorne, President & CEO Bruce Power
  31. 31. An Irish Example Louise Oppermann CEO Community Time Bank Glountane Co Cork Connect local business with local communities and connecting citizens with each other.