Post on 22-Nov-2014
description
THINKING ABOUT CSR IN PRACTICE thoughts, tools and examples
Corporate Social Responsibility
STRATEGY AND MANAGEMENT An Executive Education Program
Accra, Ghana
Nov 4-8th, 2013
Wayne Dunn
Professor of Practice in CSR
McGill | Institute for the Study of International Development
wayne@waynedunn.com
Tuesday Nov 5th, 2013
Who is Wayne
• Accidental Academic
• ~25 years of CSR related experience
• 60+ projects involving about 30+ countries
• Global background but African focus in last
decade
• Still learning (sometimes painfully!)
Lecture Overview • Discuss and try out some practical tools and
approaches (Think Abouts) for assessing and
understanding CSR in the field
• Group Work
• Industry Social License discussion
• Relationship
• Value Sustainability
• Social Value Return on Investment
• Value Proposition
• Partners
• Value Creation
• Communications
• Metrics
• CSR as a Catalyst
Session Objectives
• To provide tools and insights for assessing
and understanding CSR projects and
initiatives?
• To help participants be able to think about
CSR in a more systematic manner.
• To introduce the concept of Industry Social
License
Definitions Corporate Social Responsibility (CSR), Sustainable Development,
Social programs, Community Relations
Terms are often used interchangeably
Definition
“CSR is 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 of the local community and society at large”
Financial
Responsibility
Environmental
Responsibility
Corporate Social Responsibility
(Sustainable Development)
Social
ResponsibilityWBCSD
Diagram
Another Definition of CSR
Corporate Social Responsibility (CSR) is
defined as value creation for business
that simultaneously yields more profit and
greater social impact, resulting in
powerful transformations and
opportunities for growth and innovation in
both business and society.
CSR in the OLDEN DAYS
Policies &
Good Intentions
Solving Social
Problems
CSR in the OLDEN DAYS (cont)
Community Relations Management
Framework
Plan
?Results?
System
“By working together to mobilize sustainable investment in the Least Developed Countries, government, business and civil society give hope and opportunity to the world’s poorest”
“lasting and effective answers can only be found if business – working together with other actors including government and civil society– is fully engaged”
Kofi Annan
United Nations Global Compact announced by the then UN Secretary-General Kofi Annan in
an address to The World Economic Forum on January 31,
1999, and was officially launched at UN Headquarters in
New York on July 26, 2000
CSR, No Matter How you Slice It
Value for People
Value for Communities
Value for Shareholders
Value for Governments
Need to balance interests
CSR is a SHARED RESPONSIBILITY
CSR is about value creation not Charity
How to think about CSR (more) Systematically
• Frameworks and systematic
approaches to CSR is still an evolving
area, despite a lot of progress over the
last 15 years
• No one size fits all
• CSR programs and activities can be
examined along many dimensions
Some Key Dimensions to Think About
Type of Activity
• Grants and Donations
• Community Social & Development
• Training and Education
• Local Institutional Development
• Local Infrastructure
• Employment
• Procurement
• Community Health
• Other
Some Key Dimensions to Think About
Relationship
• Highly Asymmetrical – Donor/Client
• Somewhat Asymmetrical
• Symmetrical
• Will it/should it change over time?
Some Key Dimensions to Think About
Value Proposition
• What Value Gets Created – For Who?
• Who else might benefit?
• Avoid Zero-Sum situations when possible
• Education example
• Who benefits
• Partners / Costs / Value
• $50k for 10 seats - $100k = 25 seats
Some Key Dimensions to Think About
Value Sustainability
• Does the initial investment continue to provide
value beyond the investment timeframe
• Community Event
• Local Supply Chain
Some Key Dimensions to Think About
Social Value Return on Investment
• Not every dollar invested in CSR creates the
same level of social value
Millennium Development Goals
Framework for Public/Private development collaboration
• Poverty
• Health
• Education
• Equality
• Environment
Common ground between private sector CSR investments/activities with ODA/Govt priorities
Some Key Dimensions to Think About
Partners
• Who/what benefits from success of this
initiative?
• What sort of partners would fit with this
initiative? (if any)
• What value would they receive? Create? (for
project and for company)?
• PNG AIDS/CIDA Inc.
Some Key Dimensions to Think About
Shareholder Value Creation
• What’s in it for the company?
Group Work
What do we do now? Case Study
More Key Dimensions to Think About
Communications
• What about this project should be
communicated?
• Why? How/Where? Risks? Rewards?
• What is the CSR equivalent of
Greenwashing?
More Key Dimensions to Think About
Metrics
• Can you manage it if you can’t measure it?
• What metrics would you measure/monitor?
• Why?
CSR as a Catalyst
• CSR projects can act as a catalyst to
bring key partners to the table
• Why do this?
• Increases available resources (financial,
human, organizational, political)
• Increases sustainability
• Reduces risk
CSR as a Catalyst
• HIV/AIDS in PNG
CSR Math
1 + 1 = 3 (or more)
Social License
• Industry Social License
• Corporate Social License
• Project/Site Social License
Industry Social License
• Oil Sands - Alberta
• Uranium Mining – Saskatchewan
• American chefs signing up to boycott Canadian
seafood because of the seal hunt
• Nov 4, 2013 - Newfoundland bans fracking
pending more research
Think Abouts
Question
With all the work that has happened – Why
does CSR remains such an issue
• Relationship
• Value Sustainability
• Social Value Return on Investment
• Value Proposition
• Partners
• Value Creation
• Communications
• Metrics
• CSR as a Catalyst
• Management Framework
• Social License (Project, Corporate, Industry)
Session Objectives
• To provide tools and insights for assessing
and understanding CSR projects and
initiatives?
• To help participants be able to think about
CSR in a more systematic manner.
• To introduce the concept of Industry Social
License
Extra Slides for Handout
The following are extra slides that readers
may find useful
Gathering & Organizing
Information on CSR Activities ABC CSR Program
Description Short description of the program
Objective Stated and/or understood objectives
Type of Activity • Grants and Donations
• Community Social & Development
• Training and Education
• Local Institutional Development
• Local Infrastructure
• Employment
• Procurement
• Community Health
• Other
Responsibility & Management What dept./position is responsible for the
program?
How is it currently managed and how
does the management integrate with
other corporate management systems?
Does the success/failure of this program
affect the manager’s annual evaluation?
How?
Consultation and History What, if any, local involvement was there in
the design and development of the program?
Any other notes on history – when it started,
how it came about, successes, failures,
developments, etc.
Budget Current budget including how it is derived
(i.e. 3% of something). Also any recent or
expected changes to the budget.
Value Proposition What groups, individuals, stakeholders
benefit from this activity, directly and
indirectly? Is there a way to help more to
benefit from it?
Partners Are there any partners that aren’t covered in
the value proposition discussion?
How are partners involved? What are their
roles and responsibilities?
Are they capable of meeting them?
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?
Success Indicators, Metrics,
Measuring & Monitoring
How is the program measured and
monitored?
Does it connect to management and
corporate objectives?
Is the program’s success linked to the
management evaluation program?
What other, if any, success indicators are
there?
How is the program reported? To who?
Frequency
Other Think Abouts • Value Sustainability
• Social Value Return on Investment
• Communications
• Metrics
• CSR as a Catalyst
For Additional Information
Wayne Dunn
Professor of Practice in Corporate Social Responsibility
McGill University | Institute for the Study of International Development
wayne@waynedunn.com
Desk: +1.250.743.7619