CSR for startups
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Training session for startups about CSR definition. How to design the campaign. Identify its impacts on the community & highlight the challenges that face startups to develop it. ورشة تدريبية بالمسؤولية الإجتماعية للشركات الناشئة، وأهميتها وأثرها، وكيفية بناء استراتيجية وخطة لها
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CSR for startups
- 3. Agenda Networking & Registration 10:00- 10:30 Startups Pitch Deck 10:30-12:00 Definitions Introduction What is Corporate Social Responsibility? CSR in Jordan Types of Corporate Social Responsibility Coffee Break 12:00-12:15 How can we add value to CSR activities? 12:15-2:00 Benefits of CSR for startups How to design CSR campaign? Determine campaigns' goal Connect the goals of the campaign with SDGs Choose the target Lunch 2:00-2:30 Build the marketing strategy of the campaign 2:30-3:15 Build a strong networking list Startups Group work 3:15-4:00 Startups Presentation 4:00-4:45 Closing 4:45-5:00
- 4. Lego will invest $150 million over the next 15 years with a focus on addressing climate change and reducing waste. @asmakayyali
- 5. Disney is committed to reducing their carbon footprint with goals for zero net greenhouse gas emissions, zero-waste, and a commitment to conserve water. @asmakayyali
- 6. 92% of consumers have a more positive image of companies that support social issues and environmental efforts. Do you know? @asmakayyali
- 7. Do you know? 87% of consumers will buy a product because a company advocated for an issue they care about. @asmakayyali
- 9. @asmakayyali
- 10. @asmakayyali
- 11. The continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local community and society at large. Operating a business in a manner that meets or exceeds the ethical, legal, commercial and public expectations that society has of business. @asmakayyali
- 12. Improve society and contribute towards sustainable development. Evaluate and take responsibility for their impact on a number of issues ranging from human rights to the environment. Focusing on achieving economic, social and environmental benefits for all stakeholders. @asmakayyali
- 13. CSR programs targeted different social areas: • Poverty alleviation • Combating unemployment • Sponsorship of activities • Local community development • Health • Environment protection • National political affairs • Support the company employees @asmakayyali
- 14. Environmental Corporate Social Responsibility Ethical Corporate Social Responsibility Philanthropic Corporate Social Responsibility Economic Corporate Social Responsibility @asmakayyali
- 15. Environmental Corporate Social Responsibility Ethical Corporate Social Responsibility Philanthropic Corporate Social Responsibility Economic Corporate Social Responsibility @asmakayyali
- 16. Reducing startups impact on the environment. Focus on a business cutting down unavoidable cost of doing business, pollution and excessive consumption of resources . This involves re-evaluation of a business’s production processes in order to identify wasteful acts and cut these from the company’s business plan. @asmakayyali
- 17. The first zero waste event, low ecological footprint and handicapped friendly. @asmakayyali
- 18. This type of corporate social responsibility is frequently associated with many businesses supporting charities that are relevant to their business in some way. Investing in the community or participating in local projects. By this, the business encourages loyalty from employees whilst benefiting from an improved support system. Corporate philanthropy also serves as a way of representing a company’s commitment to society, demonstrating that they value the community beyond simply providing a workforce or source of revenue. @asmakayyali
- 19. Ethical CSR considers every level of the supply chain, including employees who may not be directly working for the business These programs are intended to help ensure that employees, customers, shareholders and all other stakeholders get the fairest deal possible. Self enforced initiatives that a company puts in place because they believe it is the morally correct thing to do rather than out of any obligation. Businesses consider how stakeholders will be affected by their activity and work to have the most positive impact. @asmakayyali
- 20. Netflix offers 52 weeks of paid parental leave, which can be taken at any time whether it is the first year of the child's life or another time that suits their needs. This compares to 18 weeks at other tech companies. @asmakayyali
- 21. Focuses on practices that facilitate the long-term growth of the business, while also meeting the standards set for ethical, environmental and philanthropic practices. By balancing economic decisions with their overall effects on society, businesses can improve their operations while also engaging in sustainable practices. @asmakayyali
- 22. “Masmoo3” has created and produced a series of audio stories consisting of seven audio stories in both Arabic and English for children from 6 to 12 years, focusing on seven positive core values that promote children. @asmakayyali
- 24. Companies who want to solve a societal problem by investing in a solution now that will contribute to sustainability in the future. Most corporations continue to produce or offer services that are in line with their core business but additionally combine their business with CSR aspects that add value to their core product/service. @asmakayyali
- 26. Build credibility Better company image and customer loyalty Build awareness @asmakayyali
- 27. Employee Advocacy Attracts talents and investors Increased employee engagement and satisfaction @asmakayyali
- 28. Brand Positioning Identifying areas for improvement Improved innovation @asmakayyali
- 29. Spotlight Marginalized categories & enable them to practice their rights Having a more positive impact on society through ensuring sustainable growth. Support and prioritize social and environmental progress. @asmakayyali
- 30. Goal Target Marketing Strategy Networking Implementation Evaluation & Monitoring @asmakayyali
- 32. What is your business vision? Who are your target segment? How much you would spend on the campaign? What are the available resources? Why do you want to run the campaign? @asmakayyali
- 33. External: Clients, Investors, Partners. Internal: Founders, Supervisor Staff, Advisors. Internal/Project Team: CSR campaign team Others: Community, Influencers, Potential Customers. @asmakayyali
- 34. Find a social, community purpose that relates to your industry. Align company’s vision with community cause or segment needs. Building an appropriate partnership in the early days will also help your audience better understand your values as you grow, making them more inclined to engage. @asmakayyali
- 35. @asmakayyali
- 36. Knowing your client base and what social issues they are passionate about is another important consideration when picking a CSR path Employee turnover is common in startups, so boost employee morale by giving them the chance to get involved in a non-profit they believe in Ensuring your target audience and your employees share a mutual interest in your chosen cause will inspire your team and keep customers coming back. @asmakayyali
- 37. Lunch
- 39. 1. Integrated A core strength of this approach is that companies with the right business model can tell a single compelling story across all touchpoints. It works best for those companies in which responsibility is (already) a core company value and informs all aspects of the business. @asmakayyali
- 40. 2. Selective In the selective approach, CSR manifests itself in very specific, targeted ways. It is effective when only a specific identifiable sub-segment of the target market places significant value on responsible business practices. @asmakayyali
- 41. 3. Invisible CSR may play an important strategic or philosophical role in guiding the company but plays a very understated role in external communications and initiatives. This allows companies to use CSR as an asset to bolster trust in their brand and company. @asmakayyali
- 42. Choose the channels where your customers spend time It is all team members' responsibility to conduct consumer research and analysis that will help find the best way to present CSR efforts to the target audience. Social media platforms provide a direct route for organizations to share their brand values & provide a route for engaging with consumers and showing what your company stands for. Authenticity is a pivotal aspect of a successful CSR marketing strategy. User-generated content (UGC) is considered the most authentic by consumers. there are also plenty of opportunities to connect with customers on an even deeper level by crowdsourcing content. @asmakayyali
- 43. - Building relationships - Understand that position doesn’t always indicate influence - Staying positive - Improve your emailing skills - Go in with no expectations - Focus your efforts - Work on your communication skills - Hone an impressive elevator pitch @asmakayyali
- 44. Information & Communications Technology Health Banking & Insurance iNGOs Tourism @asmakayyali
- 47. @asmakayyali
- 48. @asmakayyali
- 49. It is important to align your CSR strategy with your business strategy and define social goals that contribute to your overall company goals. It is also important to keep the procedure of measuring your social impact as simple as possible, don’t make them too detailed to adopt and implement. Life Cycle Assessments are often very time consuming and incredibly costly. Hence, startups need to find a balance between the impact measurement, financial possibilities, and main company goals. @asmakayyali
- 50. @asmakayyali
- 51. @asmakayyali
- 52. The economic challenge Lack of Government’s incentives Skill-set: possessing the right skill-set to implement CSR Governance: lack of monitoring and evaluation process of CSR projects @asmakayyali
- 55. Thank You .. Follow me: @asmakayyali
Editor's Notes
- Sticky note exercise One-sentence definition
- - Corporate social responsibility (CSR) refers to the efforts made by a company to improve society and contribute towards sustainable development. Also known as corporate conscience or corporate citizenship, CSR describes initiatives run by a business to evaluate and take responsibility for their impact on a number of issues ranging from human rights to the environment. - Corporate social responsibility is a type of self-regulatory business plan, with initiatives focusing on achieving economic, social and environmental benefits for all stakeholders involved (employees, consumers, investors and other groups).
- Your CSR Agency The Pyramid of CSR Philanthropic (Be a good corporate citizen) Ethical (Be ethical) Legal (Obey the law) Economic (Be profitable) Contribute resources to the community, improve quality of life Obligation to do what is right, just and fair Law is society’s codification of right and wrong The foundation upon which all others rest Adoption of a CSR Initiative – An approach presentation
- Your CSR Agency The Pyramid of CSR Philanthropic (Be a good corporate citizen) Ethical (Be ethical) Legal (Obey the law) Economic (Be profitable) Contribute resources to the community, improve quality of life Obligation to do what is right, just and fair Law is society’s codification of right and wrong The foundation upon which all others rest Adoption of a CSR Initiative – An approach presentation
- focus on ensuring that all stakeholders in a business receive fair treatment, from employees to customers. Ethical responsibilities are self enforced initiatives that a company puts in place because they believe it is the morally correct thing to do rather than out of any obligation. Businesses consider how stakeholders will be affected by their activity and work to have the most positive impact. Whilst economic and legal responsibilities are the primary concerns of a company, after addressing these fundamental requirements businesses can then begin to focus on their ethical responsibilities.
- focus on ensuring that all stakeholders in a business receive fair treatment, from employees to customers. Ethical responsibilities are self enforced initiatives that a company puts in place because they believe it is the morally correct thing to do rather than out of any obligation. Businesses consider how stakeholders will be affected by their activity and work to have the most positive impact. Whilst economic and legal responsibilities are the primary concerns of a company, after addressing these fundamental requirements businesses can then begin to focus on their ethical responsibilities.
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- Exercise
- Better company image and customer loyalty – Corporate social responsibility schemes not only increase a brand’s recognition; they moreover contribute to a better public image. It makes sense that consumers want to shop with companies that care about causes and have a sense of social responsibility. Companies that appreciate and respect consumers are favoured, encouraging customer loyalty. Consumers want to be appreciated and support businesses that are ethical.
- Increased employee engagement and satisfaction – Naturally, employees want to work for a company involved in positive initiatives and with a strong public image. CSR schemes create a sense of community and bonding amongst employees, engaging them and encouraging positive relations. When stakeholders like employees, customers and even suppliers can have a strong input to areas of impact, CSR becomes a truly powerful influence. Enhanced ability to recruit, develop and retain staff Employee Advocacy. Pay attention to those offering actionable advice on employee advocacy. It is tied up to content marketing in that you empower people who work for you to share your content to their social networks Increased employee engagement and satisfaction – Naturally, employees want to work for a company involved in positive initiatives and with a strong public image. CSR schemes create a sense of community and bonding amongst employees, engaging them and encouraging positive relations. When stakeholders like employees, customers and even suppliers can have a strong input to areas of impact, CSR becomes a truly powerful influence. Employee Advocacy. Pay attention to those offering actionable advice on employee advocacy. It is tied up to content marketing in that you empower people who work for you to share your content to their social networks
- Likewise, investors want to work with companies who are reputable and have a sense of corporate social responsibility. Businesses with CSR initiatives demonstrate to investors that profit isn’t their only priority, additionally having a concern for worthy causes and the bettering of society. Brand Positioning: provide a competitive advantage and serves as a possible source of legitimacy which is one of the aspects startups are typically lacking and struggle within the beginning of their activities Identifying areas for improvement – CSR efforts often lead to businesses reviewing and evaluating their current processes, with many leading to the discovery of ways that the business could be improved. For example, in 2010 PepsiCo found energy saving opportunities worth $60m as part of an energy assessment programme it carried out. Better anticipation and management Improved reputation management Improved innovation, competitiveness and market positioning Enhanced operational efficiencies and cost savings Improved ability to attract and build effective and efficient supply chain relationships Enhanced ability to address change
- Likewise, investors want to work with companies who are reputable and have a sense of corporate social responsibility. Businesses with CSR initiatives demonstrate to investors that profit isn’t their only priority, additionally having a concern for worthy causes and the bettering of society. More robust “social license” to operate in the community Access to capital Improved relations with regulators A catalyst for responsible consumption Adoption of a CSR Initiative
- Assessment tool – table
- External: The client, including the main client team, their managers, and their division director. Typically there are one or two stakeholders identified as your liaison from the client project team. Internal: Your agency’s top leadership, as well as a traffic manager, accounting department, and executive team members, who all want to see the project run efficiently and profitably. Internal/Project Team: This is the team at your agency devoted to working on this project, including the account director, program manager (if needed), project manager, and other resources like designers, UX designers, developers, copywriters, and whoever else has the necessary skills to contribute to the project’s success. Others: These may or may not include the developer community, tech evangelists, tech influencers, and perhaps even end-users who have been waiting for this software update and will likely use it.
- http://ye.one.un.org/content/unct/yemen/ar/home/sdgs.html?fbclid=IwAR2VAywvmGaCbGBPp6QPWMSUbnk7vNzip-lJpUq7lh7ia8AWDRF_PgDAtSs
- Knowing your client base and what social issues they are passionate about is another important consideration when picking a CSR path. If your consumers are mostly women, then it would make sense for you to work with non-profits or social projects promoting women’s rights. This goes for your employees, too. Employee turnover is common in startups, so boost employee morale by giving them the chance to get involved in a non-profit they believe in. A recent study found that millennials see a company’s commitment to social and environmental responsibility as a key factor in their employment decisions. Seventy-five percent of millennials even say they would take a pay cut to work for a responsible company. Ensuring your target audience and your employees share a mutual interest in your chosen cause will inspire your team and keep customers coming back.
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- https://www.youtube.com/watch?time_continue=76&v=y7xsJrgR76Y
- focus on short-term survival, resource constraints and their limited influence on authorities, all of which could apply to startups in a very similar vein.