This document discusses how hockey players and teams give back to their communities through various charitable efforts and supporting causes. It then outlines how these skills in giving back can translate to careers in corporate social responsibility and sustainability. The document provides examples of how companies have created social and environmental value through their engagement with communities and causes. It concludes by encouraging attendees to think about how their experience with giving back through hockey can be applied to potential careers in these fields.

1. Hockey taught me this
the giving back hat trick
Toronto, Canada
Sept 22nd, 2015
Presented by
Wayne Dunn
Professor of Practice in CSR (McGill University)
President & Founder

2. Hockey players give….
150% effort & commitment to make a career in hockey
And give back to society
• Support youth, minor hockey &
other sports
• Charities
• Support community causes
• And much, much more
• Every player, every team,
all the time

3. Skills and Influence
reach beyond hockey and into post-hockey
• The NHL and
players have
incredible reach
and impact
• 16% of North
Americans follow
science
• 80% follow sports Numbers from 2012-2013 season

4. And what does all that
have to do with me?

5. The world of
business & NGOs has changed
• Increasing complexity and risk
• Locally, nationally & internationally
• Growing demand to engage and to
create value for society &
environment
• NGOs and development agencies
are moving beyond philanthropy
and charity to meaningful
engagement and collaboration,
including with business
You think business
is easy?

6. Social value imperative
applies across industry, sector & geography

7. The League is in the game too
• World leader in sustainability in professional sports
• Increasing social commitment and contribution
• 250+ charities and community causes supported each year by the
League, its teams and players.
• 320,000 meals In the first two years of the League’s Food Recovery
Initiative,
• 30,000,000 gallons of water – restored by the NHL Water Restoration
• #1 - NHL is the only Sports League/Federation in the world to do
sustainability report
• #1 – The single most important and largest sustainability initiative of
any sports league/federation
• 17th largest Green Power user in the United States
• First Sports League/Federation in the world to voluntarily disclose
carbon/GHG footprint
• Ramping up and coming together for Centennial

8. And the game is called…
• Corporate Social Responsibility
• Sustainability
• Social Responsibility
• etc

9. Has giving back given you
marketable skills?
• Experience working with communities, publics &
charities
• Influence and network
• History of service

10. Companies want to increase engagement
and social value

11. Where/how to start
• Make sure this line of work is interesting and you can
be passionate about it
• Learn more about how/where companies and NGOs
engage with community and think about how you could
help them do it better
• Find companies and NGOs who are doing work you
could be passionate about
• Think about how you could be valuable for them and
their objectives
• Start conversations with them to learn more and see if
there might be a fit
• Remember, you may start by volunteering but it is
important to transition to income

12. Discussion, Debate, Challenges,
Questions, Jokes, Improvisation….
More information
Wayne Dunn
wayne@csrtraininginstitute.com
The giving back hat trick
1. Good for the community
2. Good for the game
3. Good for my career

13. If you are interested in more…
upcoming executive training sessions
NHL Alumni Association Bursary
50% of Registration Fee

14. Some examples
The following slides contain some
examples of companies and businesses
engaging and giving back

15. You want Green with that Slapshot?
• Environmental impact (green
power & 20% energy use
reduction)
• Industry leadership
• Cost management
Everyone wins!
• Shareholder value
• Societal value
• Reduced GHG
Good hockey too (Leafs?)
The NHL's commitment to use 100 percent renewable energy is a hat trick for clean air,
our health, and our climate," said EPA Administrator Gina McCarthy

16. How much water
did that Strawberry Cost?
• Global commons costs
are internalizing
• Improved natural capital
management
• Shareholder value
• Societal value
• Resource usage

17. Solving input costs & forex risk
transforming communities & agriculture
• Forex risk (Ghana
Cedi:USD)
• Input costs (local content)
• Market differentiation
Everyone wins!
• Shareholder value
• Societal value
• Reduced GHG
Good beer too

18. Extracting the resources
providing the resources
• Lundin Group (11 extractive sector
companies)
• Lundin Foundation
• VC approach to investing
• Sustainable support to local enterprise &
development
• Leverage other opportunities
Everyone wins!
• Lundin Group (and all the companies)
• Local communities & economies
• Lundin Foundation
• Other development partners

19. Get the beer
reduce the waste
• Zero Landfill target
• Beer from can/not
container
• Reduced waste
• 2,500 hours pouring time
saved!
Everyone wins!
• Reduced cost, cleanup &
disposal
• Less packaging/waste

20. Triple header impact
limited promotion! (yes, this is that Nike)
• Support to community
athletics & athletes
• Support to hi-
performance athletes
• Support to communities
where products are made
• Limited communication
and promotion!

21. I’m hungry, you’re hungry
supporting community & social causes
• Company wide support
(2,000 locations)
• Leverages customer support
• Waste  Value (waste=fuel)
Everyone wins!
• Shareholder value
• Societal value

22. Get your caffeine fix
energize a rural community
• Ethical trading
• Responsible growing
• Increasing focus on
community, society &
environment
Everyone wins!
• Shareholder value
• Societal value
• Sustainable farming

23. Amazing product
Incredible impact
• Social purpose venture
• Linking end-user to
product source
• Direct support to
women, children,
families & communities
• Shareholder value
• Societal value
• Supply chain value
• Reduced deforestation

24. Creating an Industry
transforming an economy
• Robust social licence
• Building supply chains &
local economies
• Relationships drive
acceptance and
operational efficiencies
• Shareholder value
• Societal value

25. No rocket science
Plenty of sweat, commitment & innovation
Industry/Sector Company Shareholder Value Societal Value Environment
Agriculture Driscoll’s  Market positioning
 Cost
 Water (scarce & shared
resource)
Water use
Extractives Cameco  Societal acceptance
 HR Costs
 Employment
 Supply Chain
 Education
Beverages (Guinness) Guinness  Input costs
 Forex risk
 Market positioning
 Poverty reduction
 Agriculture development
Reduced GHG
Professional Sports League NHL  Reduced operational cost Reduced GHG
Reduced overall energy usage
Restaurant Panera Bread  Market positioning
 Customer loyalty
 Foodbank support Reduced waste
Facilities Management Vancouver Canucks  Reduced cost Less packaging & waste
Sports & Entertainment Arena Ops
Canucks/Beer

Foundation Lundin Foundation  Lundin Group  Economic development
Social Purpose Venture Baraka Supplies  Product positioning
 Customer loyalty
 Women & development
 Education
Athletic Equipment & Supplies Nike  Marketing
 Image resilience (potential)
 Community sports
 Community Development