Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Thinking About CSR in Practice: thoughts, tools and examples

1,293 views

Published on

Lecture delivered to the McGill Fasken Executive Program on Corporate Social Responsibility Strategy and Management, May 6-10, Cape Town South Africa. Professor Wayne Dunn, McGill University: Institute for the Study of International Development

Published in: Business, Economy & Finance
  • Be the first to comment

Thinking About CSR in Practice: thoughts, tools and examples

  1. 1. THINKING ABOUT CSR IN PRACTICEthoughts, tools and examplesCorporate Social ResponsibilitySTRATEGY AND MANAGEMENTAn Executive Education ProgramCape Town, South AfricaMay 6th – 10th, 2013Wayne DunnProfessor of Practice in CSRMcGill: Institute for the Study of International Developmentwayne@waynedunn.comFriday May 10th 2013
  2. 2. Lecture Overview• Discuss and try out some practical tools andapproaches (Think Abouts) for assessing andunderstanding CSR in the field• Industry Social License discussion• Relationship• Value Sustainability• Social Value Return onInvestment• Value Proposition• Partners / ODA• Value Creation• Communications• Metrics• CSR as a Catalyst
  3. 3. Session Objectives• To provide tools and insights forassessing and understanding CSRprojects and initiatives?• To help participants be able to thinkabout CSR in a more systematicmanner.• To introduce the concept of IndustrySocial License
  4. 4. CSR in the OLDEN DAYSPolicies &Good IntentionsSolving SocialProblems
  5. 5. CSR in the OLDEN DAYS (cont)Community Relations ManagementFrameworkPlan?Results?System
  6. 6. CSR, No Matter How you Slice It
  7. 7. How to think about CSR more Systematically• Frameworks and systematic approaches toCSR is still an evolving area, despite a lot ofprogress over the last 15 years (But,Thereare no experts!)• We are all learning• No one size fits all• CSR programs and activities can beexamined along many dimensions• 3 examples and then look at some of theways to think about them
  8. 8. Cameco in Northern Saskatchewan10.616.7$22.8$27.9$44.5 $44.1$74.5$93.301020304050607080901001991 1992 1993 1994 1995 1996 1997 1998PurchasesinCAD$MillionsYearCameco Northern/Aboriginal Purchases1991 - 1998By 2011Cameco’s northernprocurement evolved intoa Northern PreferredSupplier Program that haspurchased over $1 billionin goods and servicesfrom local vendors andsuppliers in northernSaskatchewan since2004. In 2011 - over $390million to northernbusinesses, who provided74% of all services to itsnorthern minesLabour contracts can work (or not)
  9. 9. Eldorado Gold in TurkeyDoubling of agriculture outputs (crops andlivestockHuge changes in literacy, school finishing, girlchild education, etc.Changes in Livestock and Products Uşak Province 2006-20120 50000 100000 150000 200000 250000 300000 350000 400000 450000Cattle (hd)Milk (t)Sheep (hd)Red meat (t)Poultry meat (t)20062012
  10. 10. CSR is more than just social valuehttp://www.corporateknights.com/article/tech-savvy-pepsico
  11. 11. Some Key Dimensions to Think AboutType of Activity• Grants and Donations• Community Social & Development• Training and Education• Local Institutional Development• Local Infrastructure• Employment• Procurement• Community Health• Environment / Natural Capital• Other
  12. 12. Some Key Dimensions to Think AboutRelationship• Highly Asymmetrical – Donor/Client• Somewhat Asymmetrical• Symmetrical• Will it/should it change over time?
  13. 13. Some Key Dimensions to Think AboutValue Proposition• What Value Gets Created – For Who?• Avoid Zero-Sum situations when possibleValue Sustainability• Does the initial investment continue to providevalue beyond the investment timeframeSocial Value Return on Investment• Not every dollar invested in CSR creates thesame level of social value
  14. 14. Some Key Dimensions to Think AboutPartners• Who/what benefits from success of thisinitiative?• What sort of partners would fit with thisinitiative? (if any)• What value would they receive? Create? (forproject and for company)?Shareholder Value Creation• What’s in it for the company?
  15. 15. More Key Dimensions to Think AboutCommunications• What about this project should becommunicated?• Why? How/Where? Risks? Rewards?• What is the CSR equivalent ofGreenwashing?Metrics• What metrics would you measure/monitor?• Why?
  16. 16. CSR and Official Development Assistance (ODA)Millennium Development GoalsThe Millennium Development Goals(MDGs) are eight internationaldevelopment goals that wereofficially established following theMillennium Summit of the UnitedNations in 2000All 193 United Nations memberstates and at least 23 internationalorganizations agreed to achievethese goals by the year 2015
  17. 17. CSR as a Catalyst• CSR projects can act as a catalyst tobring key development partners to thetable• Why do this?• Increases available resources (financial,human, organizational, political)• Increases sustainability• Reduces risk• ODA Agencies increasingly interested in
  18. 18. CSR as a Catalyst for ODAOECD hasexcellentdata(http://www.oecd.org/dac/stats/recipientcharts.htm)
  19. 19. Social License• Industry Social License• Corporate Social License• Project/Site Social License
  20. 20. Industry Social License• Oil Sands - Canada• Uranium Mining – Saskatchewan
  21. 21. Think AboutsQuestionWith all the work that has happened – Whydoes CSR remains such an issue• Relationship• Value Sustainability• Social Value Return onInvestment• Value Proposition• Partners• Value Creation• Communications• Metrics• CSR as a Catalyst• Management Framework• Social License (Project,Corporate, Industry)
  22. 22. CSR, No Matter How you Slice It
  23. 23. Session Objectives• To provide tools and insights forassessing and understanding CSRprojects and initiatives?• To help participants be able to thinkabout CSR in a more systematicmanner.• To introduce the concept of IndustrySocial License
  24. 24. In our younger days!
  25. 25. Questions/Discussionwayne@waynedunn.com
  26. 26. Extra Slides for HandoutThe following are extra slides that readersmay find useful. The outline a simplemethod that has been used for gatheringand organizing information to help planand manage CSR projects/activities
  27. 27. Gathering & OrganizingInformation on CSR ActivitiesABC CSR ProgramDescription Short description of the programObjective Stated and/or understood objectivesType of Activity • Grants and Donations• Community Social & Development• Training and Education• Local Institutional Development• Local Infrastructure• Employment• Procurement• Community Health• Other
  28. 28. Responsibility & Management What dept./position is responsible for theprogram?How is it currently managed and howdoes the management integrate withother corporate management systems?Does the success/failure of this programaffect the manager’s annual evaluation?How?Consultation and History What, if any, local involvement was there inthe design and development of the program?Any other notes on history – when it started,how it came about, successes, failures,developments, etc.
  29. 29. Budget Current budget including how it is derived(i.e. 3% of something). Also any recent orexpected changes to the budget.Value Proposition What groups, individuals, stakeholdersbenefit from this activity, directly andindirectly? Is there a way to help more tobenefit from it?Partners Are there any partners that aren’t covered inthe value proposition discussion?How are partners involved? What are theirroles and responsibilities?Are they capable of meeting them?
  30. 30. Community Benefits What are the benefits to the community?Can they be quantified? How?Company Benefits What are the benefits to the company?Can they be quantified? How?Other Beneficiaries Are there other benefits from the program?Who benefits? How?Can they be quantified? How?
  31. 31. Success Indicators, Metrics,Measuring & MonitoringHow is the program measured andmonitored?Does it connect to management andcorporate objectives?Is the program’s success linked to themanagement evaluation program?What other, if any, success indicators arethere?How is the program reported? To who?Frequency
  32. 32. Other Think Abouts • Value Sustainability• Social Value Return on Investment• Communications• Metrics• CSR as a Catalyst
  33. 33. For Additional InformationWayne DunnProfessor of Practice in Corporate Social ResponsibilityMcGill University | Institute for the Study of International Developmentwayne@waynedunn.comDesk: +1.250.743.7619

×