Elevating your Corporate Social Responsibility Communication Effort Aniisu K Verghese July 2013 w ww.intraskope.com

w ww.intraskope.wordpress.com

Due care has been taken while preparing this presentation but the author cannot be held responsible for any misuse or misrepresentation of information. The views expressed in this presentation are those of the author and do not reflect those of the organization he works for. Data for this presentation has been drawn from various sources and is gratefully acknowledged.

How trends shaping CSR globally can impact our effort

What can we learn from research and best practices

How can you support your volunteers‘ understanding of

their role

What steps can they take to promote your brand

Highlights:

- Every company having a net worth of Rs 500 crore or more, shall set up a CSR committee, which would guide and monitor the company's CSR agenda and expenditure.

- Companies required to spend at least 2% of their average net profits made during the three previous financial years towards CSR activities.

- Proper disclosure of the CSR policy

- PM's National Relief Fund + eradicating hunger, promoting education or health, ensuring environmental sustainability and everything that could fall in the definition of social business projects.

Source: Budget 2012 may make Corporate Social Responsibility mandatory for companies

http://articles.economictimes.indiatimes.com/2012-01-27/news/30670652_1_csr-activities-companies-bill-

corporate-social-responsibility

1. Respect: Have healthy respect for your workers and invest in their welfare.

2. Trusteeship: Corporate social responsibility should be defined within the framework of a corporate philosophy instead of tax planning only and considering the needs of the community and the regions in which a corporate entity functions.

3. Be inclusive: Industry must be proactive in offering employment to the less privileged, at all levels of the job ladder.

4. Use resources prudently: resist excessive remuneration to promoters and senior executives and discourage conspicuous consumption.

5. Invest in people and in their skills: Offer scholarships to promising young people, skill building etc

6. Profit can’t be the only goal: Desist from non-competitive behavior.

7. Save our world for the future: Invest in environment-friendly technologies. India‘s growth must be enhanced and, yet, our ecology must be safeguarded for our future generations.

8. Stay ahead of the curve: Promote enterprise and innovation, within your firms and outside.

9. Be responsible: For every recipient of a bribe there is a benefactor and beneficiary. Fight corruption at all levels.

10. Be socially sensitive: Promote socially responsible media and finance socially responsible advertising.

Excerpt from Prime Minister Manmohan Singh’s speech on May 24 at the inaugural session of Confederation of Indian Industry’s Annual Summit, 2007

CSR trends shaping our world and workplace

Understanding what works and how to put in in practice

“The more a company actively pursues worthy environmental and social efforts, the more engaged its employees are.” - A Hewitt & Associates study

“Morale was 55% better, business process were 43% more efficient, public image was 43% stronger, and employee loyalty was 38% better.” - The Society for Human Resources Management

Companies with highly engaged employees have three times the operating margin (Towers and Watson) and four times the earnings per share (Gallup) of companies with low engagement

“88% of millennials, or “echo boomers,” choose employers based on strong CSR values, and 86% would consider leaving if the companies’ CSR values no longer met their expectations.” PriceWaterhouseCoopers

Source: Attaining sustainable growth through corporate social responsibility. IBM Institute of Business Value (2008).

• Nearly 77 % of the Indian companies reported corporate or employee volunteering although none had formal procedures in place. Dedicated departments in most organizations are looking into much more than just funding or getting involved in one-time projects.

• Only 17% of the companies surveyed in India had a written CSR policy while more than 80 percent of the surveyed companies engage in CSR programs (Partners in Change 2005).

Sources: www.sbs.ox.ac.uk/achilles/downloads/research/India.pdf

www.ivolunteer.in/Downloads/Best%20Practices%20Companies.pdf

Assumption (case): ―Local manufacturing facilities are necessary to compete in our business, but our company cannot establish one in rural India, because the high quality inputs we need cannot be sourced locally.‖ Sustainable Value Creation Approach: ―Can we partner with the local government and NGOs to develop infrastructure and training programs to foster a local market for the inputs we need?‖

Source: Shaping the Future: Solving Social Problems with Business Strategy.

Pathways to sustainable value creation in 2020, McKinsey (2010)

Communicating differently for impact

How to better align your employees and effort

What's good for the soul should be

good for the CV. Armed with this

certainty, India's Gen Next is

volunteering with a vengeance —

because it helps"build character",

"looks nice on the CV", "gets

appreciation from friends and

family" and is "great exposure" to

boot.

"One of the key reasons for this

is that the children of India's

emerging middle class are more

secure and feel they have the

space and time to be engaged

in the country's development

process.”

- Rakhi Sarkar, Country Director

(India) at Voluntary Service

Overseas

Source: http://articles.timesofindia.indiatimes.com/2011-06-19/special-report/29676791_1_ngos-institutes-csr

CSR commitment - amount of input, durability of association and consistency of input

CSR impact – focus on output (societal impact) CSR motives – emphasize convergence of social and

business interests CSR fit – logical association between social issue

and company‘s business

“When the CSR message is about the social issue consumers are more likely to be suspicious of ulterior motives because such advertising does fit their schema. The company should emphasize the importance of the social issue and communicate a lack of vested self-interest by choosing issues that are not logically related to the company’s businesses” Source: Maximizing Business returns to CSR: The role of CSR communication (Du, Shuili, Bhattacharya, C.B., and Sen, Sankar (2010). International Journal of Management Reviews.

• Food shortages in Malawi are affecting more than 3 million children

• In Zambia, severe rainfall deficits resulted in a 42% drop in maize production from 2000. As a result, an estimated 3 million Zambians face hunger

• Four million Angolans – 1/3rd of population have been forced to flee their homes

• More than 11 million people in Ethiopia need immediate food assistance

USD 1.14

When primed with statistical data (calculations) people got into an ‗analytical‘ frame of mind and less charitable.

Any money that you donate will go to Rokia, a seven-year-old girl from Mali, Africa. Rokia is desperately poor and faces the threat of severe hunger or even starvation.

Her life will be changed for the better as a result of your financial gift. With your support, and the support of other caring sponsors, Save the Children will work with Rokia’s family and other members of the community to help feed and educate her and provide basic medical care and hygiene education.

USD 2.38

When primed to ‘feel’ (words like ‘baby’) they gave more.

Source: Made to Stick. Chip and Dan Heath (2008). Arrow Books

―If I look at the mass, I will never act. If I look at the one, I will‖ – Mother Theresa

Understanding drivers of volunteering

Fidelity® Charitable Gift Fund Volunteerism and Charitable Giving in 2009

UnitedHealthcare / VolunteerMatch Do Good Live Well 2010 Study

UnitedHealthcare / VolunteerMatch Do Good Live Well 2010 Study

Fidelity® Charitable Gift Fund Volunteerism and Charitable Giving in 2009

Empowering your CSR leads and volunteers to promote your brand

Guidance to improve reach and effectiveness

Leader

Work with a strategy and plan

- What are we doing?

- Why is your organization interested?

- What is the impact we are making?

Study the NGO and how they are making a difference, brief volunteers

Establish a relationship with the NGO

Explore opportunities to map skills vs needs

Share feedback and a debrief on your experience

Communicate the impact of the intervention

Volunteer

Know what talent you can bring to the table (leading, teaching, music etc)

Stay focused on doing what the organization plans to do

Know your organization and the point of view on CSR

Learn more about the company’s CSR program so that you can speak confidently when someone asks

Remember you are an ambassador of your organization and therefore how you carry yourself impacts our brand

To learn:

About your organization, The elevator pitch, differentiators

Alignment with our Purpose

1. This request from the NGO to engage with my organization is aligned to our purpose and within the framework of our charter

2. We have conducted a background check on the NGO or initiative

3. We have researched or sought and received information of other organizations which engage with this NGO

4. We have a formal agreement with this NGO and it is documented

5. Our legal team has reviewed the agreement and signed off

Partnership and Opportunities

1. We have a roadmap of how we want to conduct this partnership

2. We can clearly articulate why we are engaging with this NGO or initiative

3. We are aware of opportunities to get our people involved

4. We foresee a long term plan for people engagement

Communication Strategy and Plan

1. We have outlined a communication strategy and plan for informing our people, stakeholders and the NGO

2. We have defined what our people can expect from this engagement (sign up as volunteers, contribute funds, enroll for their programs etc)

3. We have a plan to follow-up and communicate the outcomes from this engagement

Getting Started

1. I have a confirmed set of volunteers who will be present at the event

2. I have reconfirmed the event and participation with the NGO

3. I have briefed the volunteers on what they should expect at the venue, how they

must conduct themselves and their specific roles and responsibilities

Communication

1. I have communicated the event details and directions to the volunteer group

2. I have a POC to take photographs and videos at the event

3. I have a POC to write up an article of the event and submit it immediately after

the event

1. I know how to communicate the update of the event using internal communication

vehicles

Post Event

1. I plan to recognize the group that supported the event

2. I plan to keep the group informed of forthcoming events of interest

3. I am prepared to take feedback from the volunteers and NGO after the event and

document/share with my leadership

Event Objectives and My Skills

1. I am aware of the objectives of the event I plan to participate in

2. I am aware of my skills and strengths as a volunteer

3. I have indicated my skills and preferences to volunteer at the event

Briefing and Ownership

1. I have been briefed by the event lead

2. I know my role and responsibilities at the event

3. I can give guidance to other volunteers who have questions about the event

My Role as My organization’s Brand Ambassador

1. I am confident of representing my organization and brand

2. I can clearly articulate why my organization has tied up with the NGO

3. I can provide feedback to improve volunteer as well as the event experience

4. I can pitch in as a spokesperson for the initiatives we champion

Register now! July 20, 2013 Bangalore

Facilitator: Aniisu K Verghese

E-mail: intraskope@yahoo.com

Linkedin: http://in.linkedin.com/in/aniisu

Twitter: www.twitter.com/aniisu

Visit the book FB page :http://www.facebook.com/ICbook2012

E-mail: intraskope@yahoo.com

Visit my blog: www.intraskope.wordpress.com