strategic corporate community engagement...
TRANSCRIPT
Strategic Corporate Community Engagement (CCE)
SUSBIZ Workshop
Travellers Hotel – Msa
30th October 2012
Defn – Community
• According to ISO 26000 – Social
Responsibility – “Community” refers to
residential or other social settlements
located in a geographic area that is in
physical proximity to an organization’s sites
or within an organization’s areas of impact.
Most popular causes
• Environment
• Education
• Health
• Water and Sanitation
• Economic empowerment
• Disaster relief
• Sports and culture
CE is managed by
• Marketing
• Communication
• Public relations
• Community affairs / External affairs
• Human Resources
• CEO’s office
• Foundation or specialized department
Common features of CCE
• Ad-hoc
• One – off
• Reactive
• One type – charitable gift
• Limited follow up
• Limited connection to business strategy
• Unsustainable
• Our intent is to move from ad-hoc engagement to strategic engagement
Features of Strategic CCE
1. Have clarity of purpose
Identify the key business drivers, prioritize areas where CE can make the biggest contribution to business objectives, and formulate a clear business case.
2. Build on business competencies and resources “What can your company bring to the table besides money?” Think about the unique contribution that your company can make, the comparative advantages you naturally possess, and support CE programs in areas in which you have the most to offer. (7P’s of Giving)
Features of Strategic CCE
3. Align internal functions to support CE
Strategic CE cannot be the domain of community relations only. It needs to involve all internal functions and units . This ensures business-wide support and accountability for CE strategy.
4. Be specific, not generic
Engage in the issues that matter to the local communities. Thus, engage local stakeholders to uncover issues, risks and opportunities.
Features of Strategic CCE
5. Partner with the community
Beyond asking communities what they want or
need, also engage them as a partner. Promote
stakeholder-driven action.
6. Carefully select investment areas
Seek to invest at the intersection of
government, community and company
interests. This is where true shared value can
be created.
Features of Strategic CCE
7. Make good implementation choices
As a company, you have many choices in implementing your CE strategies. Should they do it themselves? Set up a foundation? Partner with an NGO?
8. Set goals
Not just goals, but explicit, forward-looking targets and make them public.
Organize yourself internally
• Engage in a process of strategic thinking and development for CEP
• Get the commitment of the top management
• Get the buy-in of the middle management
• Facilitate the involvement of the staff
Organize yourself externally
• Scope your stakeholders
• Stakeholder Engagement – establish what really matters to your stakeholders
• Partner with your stakeholders
• Define key drivers – needs and expectations
Safaricom Foundation
• Many project areas – Health, Education, Water, Arts
& Culture, Disaster relief, sports and Economic
Empowerment
• Manage CE through a Corporate Foundation
• Several projects throughout the country
• Preference for small projects
• Few large strategic projects
• Open access through online applications
Water Stewardship In Africa…..Why Water ?
Barclays CSI Program 14
Barclays Bank in Kenya
be integrated and embedded in the business strategy with strong leadership support .
establish mutual and trust-based partnerships with the community
Partnership Initiatives to have clear goals and objectives
align community engagement activities to national development priorities
Establish closer synergies between community and commercial objectives
Barclays Bank in Kenya
• Economic Development
• Financial Literacy & Inclusion
• Environmental Sustainability
• Girl education
UAP Insurance
• Road safety
• Environment – Ndakaini Marathon
• Disaster relief
Sun and Sand Hotel
– Economic development
– Health and environment
– Education
– Water
– Faith
General observation
• Best practice companies have
– CSR policy
– CSR strategy
– Clear focus – thematic areas, delivery mechanism, model for proactive / reactive engagment
– Ideas about ideal partners / partnerships
– Internal mechanism for learning and improving
– Ability to create competitive advantage through CSR initiatives
THANK YOU
Ufadhili Trust provides expertise and technical support on CSR to companies in East Africa.
Contact us at
UFADHILI TRUST 1st Floor, Rattansi Trust Building
Tel +254(20)343061 / 2 or +254722214575
www.ufadhilitrust.org