AYA Exchange Funding Community Projects

Mark Devan Public Affairs Manager

Ford Malaysia

Building Relations with the Community

• An organization depends on the community. It is linked symbiotically with the community.

• What is CSR - Corporate Social Responsibility?– CSR is about how companies manage the business processes

to produce an overall positive impact on society.• Mallen Baker (www.mallenbaker.net)

– "Corporate Social Responsibility 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 as of the local community and society at large“

• The World Business Council for Sustainable Development in its publication "Making Good Business Sense" by Lord Holme and Richard Watts

Two Models

• Traditionally in the United States, CSR has been defined much more in terms of a philanthropic model. – Companies make profits, unhindered except by fulfilling their

duty to pay taxes. Then they donate a certain share of the profits to charitable causes. It is seen as tainting the act for the company to receive any benefit from the giving.

• The European model is much more focused on operating the core business in a socially responsible way, complemented by investment in communities for solid business case reasons.

Ford Motor CompanyEnvironmental Pledge

"We see no conflict between business goals and social and environmental needs. I believe the distinction between a good company and a great one is this: A good company delivers excellent products and services; a great one delivers excellent products and services and strives to make the world a better place."

Bill FordChairman & CEO

CSR at Ford Malaysia

• Integral way in which we do business• Benefits

– Opportunity for Ford to engage and give back to the local community

– Provide employees the opportunity to make a difference

• Some of our projects– Ford Conservation & Environmental Grants Programme

• Over the last 6 years Ford has provided more than RM1.3 million in grants funding to 101 local projects

– Global Walk to Cure Diabetes• Over the last two years we have donated more than RM100,000 to

diabetes organizations

CSR at Ford Malaysia

– “Be Seen, Be Safe” Road Safety Programme• Internal programme to educate employees on motorcycle

safety

– Tsunami Relief Efforts• Donations of 5 Ranger’s to Malaysian Red Crescent Society

(MRCS) to aid in its relief work in Aceh, Indonesia

• Staff and company contribution of RM10,226.00

• Time off to staff to volunteer services at MRCS

• Donation of palettes to be used in shipping supplies to Aceh

– Others• Blood donations, one off donation collection, etc.

Challenges

• Challenges– Funding– Time– Sustainability

• Need for us to find an optimum balance in our CSR projects so that we can sustain projects long term

• NGO’s/individuals need to show that their projects are sustainable in the long term– Cannot just depend on corporate funding alone to sustain project

Some suggestions…

• Target the right companies– Those in the community you are working in and can contribute in

cash/kind/expertise

• How do you make your project stand out from the rest?• Go one on one

– Call and arrange for a face to face meeting if possible

• Partnership for the future– Long-term and short-term partnership opportunities

• Study what are these companies requirements/ processes/preferences in CSR and see if there can be a partnership– Need to sell project to the management

Some suggestions…

• What do they want in return - ROI?– Training for staff, sharing of information, site visits,

reports, acknowledgement, publicity, etc.

• Getting buy in from top management – Getting them to personally visit your site (into your

world) and helping them see and understand WHY they need to be involved

• Is there a solid business case reason to support this project?– Can it be tied back to the bottom line?

• How will this project benefit my company/staff/the local community

– What are the returns?

Some suggestions…

• Demonstrating transparency and accountability– Credibility and experience of leadership & staff– Regular reports on work in progress and how funds are being

used as well as milestones achieved– Have they conducted due diligence– Have they got backing of their peers, government agencies,

professionals, etc.

• Get the local communities buy-in– opinion leaders/communities leaders– community

• Publicise yourself & your project – Creates awareness & education– Showcases your project and why its important to the community

Some suggestions…

• One person can make a difference…– Keep the faith and push onwards– Learn from the experts – Gather with like minded individuals– Gather momentum and galvanize support

• It’s a two-way street – You now have the opportunity to give back to the company/staff

and change/influence the way they think

• Get them to experience the “joy of giving”…

Questions?