THINKING ABOUT CSR IN PRACTICE: thoughts, tools and examples – Lecture to McGill Executive Education Program on CSR
1. THINKING ABOUT CSR IN PRACTICE
thoughts, tools and examples
Corporate Social Responsibility
CREATING VALUE THROUGH COLLABORATIVE SUSTAINABLE DEVELOPMENT
An Executive Education Program
Montreal, Canada
Nov 5th – 9th, 2012
Wayne Dunn
Professor of Practice in CSR
McGill:Institute for the Study of International Development
wayne@waynedunn.com
Thursday Nov 8th, 2012
9:00 – Noon Session
2. Lecture Overview
• Discuss and try out some practical tools and
approaches (Think Abouts) for assessing and
understanding CSR in the field
• Relationship • Value Creation
• Value Sustainability • Communications
• Social Value Return on • Metrics
Investment • CSR as a Catalyst
• Value Proposition
• Partners
• Group Work – apply the above to real life
examples
• Industry Social License discussion
3. Session Objectives
A. To provide participants with some tools
and insights for assessing and
understanding on the ground CSR
projects and initiatives?
B. To help participants be able to think
about CSR in a more systematic
manner.
4. CSR in the OLDEN DAYS
Policies &
Good Intentions
Solving Social
Problems
5. CSR in the OLDEN DAYS (cont)
Community Relations Management
?Results? Framework
Plan System
7. How to think about them 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
8. 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
9. Some Key Dimensions to Think About
Relationship
• Highly Asymmetrical – Donor/Client
• Somewhat Asymmetrical
• Symmetrical
• Will it/should it change over time?
10. Some Key Dimensions to Think About
Value Proposition
• What Value Gets Created – For Who?
• Avoid Zero-Sum situations when possible
Value Sustainability
• Does the initial investment continue to provide
value beyond the investment timeframe
Social Value Return on Investment
• Not every dollar invested in CSR creates the
same level of social value
11. 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)?
Shareholder Value Creation
• What’s in it for the company?
13. Millennium Development Goals
The Millennium Development Goals
(MDGs) are eight international
development goals that were
officially established following the
Millennium Summit of the United
Nations in 2000
All 193 United Nations member
states and at least 23 international
organizations agreed to achieve
these goals by the year 2015
14. 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?
Metrics
• What metrics would you measure/monitor?
• Why?
15. 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
18. Industry Social License
Prelude to Luncheon Speaker
• Oil Sands - Alberta
• Old Growth Logging – British Columbia
• Uranium Mining – Saskatchewan
• Trapping Industry – Canada
• Seal Fur Harvest – Eastern Canada
19. Think Abouts
• Relationship • Communications
• Value Sustainability • Metrics
• Social Value Return on • CSR as a Catalyst
Investment
• Management Framework
• Value Proposition
• Social License (Project,
• Partners Corporate, Industry)
• Value Creation
Question
With all the work that has happened – Why
does CSR remains such an issue
20. Session Objectives
A. To provide participants with some tools
and insights for assessing and
understanding on the ground CSR
projects and initiatives?
B. To help participants be able to think
about CSR in a more systematic
manner.
21. Extra Slides for Handout
The following are extra slides that readers
may find useful
22. 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
23. 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.
24. 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?
25. 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?
26. Success Indicators, Metrics, How is the program measured and
Measuring & Monitoring 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
27. Other Think Abouts • Value Sustainability
• Social Value Return on Investment
• Communications
• Metrics
• CSR as a Catalyst
28. 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