ABCD & Corporate Social Responsibility Presentation 2 (2)

Corporate Social Responsibility
It’s Not a One-way Street

Cormac Russell
Managing Director
Nurture Development

www.nurturedevelopment.ie

Nurture Development

International Faculty member of the Asset Based
Community Development Institute at Northwestern
University, Chicago. The ABCD Institute has studied
neighbourhood /community sustainability throughout
the world since 1967.

First accredited CSR professional development
programme, in association with Business in the
Community and the National College of Ireland.


Presentation at a glance

A definition of CSR that makes good business sense
Issue based and place based CSR responses
Arguing for an Asset/Capacity based approach
An Irish example of an asset (place) based
connection between local businesses and their
surrounding Community


Why CSR?

Corporate decisions have a massive impact on how
we live our lives and function as a society
Turnover of many Global Corporations exceed the
GDP of sovereign nations
Wal-Mart’s turnover for 2005 was $287 billion which
would make it the 22nd richest country in the world


Infamy, Infamy…they all have it in
for me!

In just over 20 years since China and India opened
up their economies, 600 million people (10% of the
world’s population) have been drawn out of poverty.
Yet…this amazing impact is not reflected in how the
business world is viewed.
Public Agenda (2004) put business second from the
bottom in terms of public regard.


Striking the balance

Business has had a much more positive impact on
the world than detractors admit
Still there are ongoing issues that companies need
to think about if trust is to be maintained
You can not buy this kind of trust…and it is
becoming increasing difficult to prosper without it.


What is CSR?
The Corporate View:
• Employee Engagement
• Community Engagement
• Corporate Philanthropy
• Government & Public Relations
• Governance & Ethics
• Corporate Environmental Footprint
• Socially & Environmentally Sound Product Design &
Production

What is CSR?

The Public’s View:

Source: 2006 Fleishman Hillard/National Consumers League study: “Rethinking Corporate Social Responsibility”

Defining CSR as Strategy

CSR strategy should be aligned with:
Core business objectives e.g. to sell consumer
products

Core competencies e.g. production of high quality
affordable consumer products

The objective should be to:
Create financial and social/environmental returns
that are embedded in day to day business
operations.


Operation Home Delivery

Reba McEntire
Whirlpool Habitat for Humanity Commercial


The Results?


Community Engagement

Communities of Issue

Dove Real Beauty Ad Campaign


Community Engagement

Communities of Place

From global issues to
local sustainability


Connecting with Communities at a
local level

View communities as places with assets to
be mobilised rather than needs to be
addressed/fixed.
Try connecting with a broad base rather than
the gatekeepers.
Get beyond the loons.


Needs Map

Unemployment Early school leaving

Vulnerable Families Poor Housing
Graffiti
Child
Gangs Crime Literacy
Abuse Mental
issues
Health

Anti social behaviour

Domestic violence Poor transport links


How Government Maps our Country

47 urban communities
designated RAPID
Areas with
concentrated
deprivation
38 Partnership Areas of
designated
disadvantage


The Full Picture . . .

People and Communities
have deficiencies & needs

Individuals and Communities
have skills and talents


A Sample Community Asset Map
Institutions Individuals Physical Space Local Economy
Schools Gifts, Skills, Capacities, Gardens
For-Profit Businesses
Universities Knowledge and Traits of Parks
Consumer Expenditures
Community Colleges Youth Playgrounds
Merchants
Garda Stations Older Adults Parking Lots
Chamber of Commerce
Hospitals Artists Bike Paths
Business Associations
Libraries Welfare Recipients Walking Paths
Banks
Social Service People with Disabilities Forests/Forest
Credit Unions
Agencies Students Preserves
Individuals Physical Space Foundations
Non Profits Parents Picnic Areas
Institutional-Purchasing
Museums Entrepreneurs Campsites
Power and Personnel
Fire Departments Activists Fishing Spots
Barter and Exchange
Foundations Professionals
Corporations and
A typical
A typical Branches
Associations Irish Local Economy Banks
Associations Irish
Animal Care Groups Heritage Groups Community
Community
Anti Crime Groups Hobby and Collectors Groups Stories
Tenants Associations Men’s Groups Of background and personal history
Business Organisations Mentoring Groups Of what you like to do and contribute
Charitable Groups Mutual Support Groups Institutions Storie s Of existing and ongoing skills and
Civic Events Groups Neighborhood Improvement capacities
Cultural Groups Groups Of successful community development
Education Groups Political Organizations Of economic growth
Elderly Groups Recreation Groups Of addressing racism
Environmental Groups Religious Groups Of including those who are marginalized
Family Support Groups Service Clubs Of recognizing the value of everyone
Health Advocacy and Social Groups Of a time when you or your group felt
Fitness Groups Union Groups appreciated and valued
Credit Unions Veteran’s Groups Of a time the community was at its best
Women’s Groups www.nurturedevelopment.ie
Youth Groups

Eddie’s story


CSR is about Making Connections


When Engaging, Use the Right Call

There are as many different kinds of duck
calls as there are varieties of duck e.g.
Mallard, Mandarin, Wood Duck and the
Common Loon


If you use a loon call, you’ll attract
the loons!

The Common Loon Duck


How is this Model Different?
CSR-Community Building Social Service Model
Model
Focus on ASSETS Focus on NEEDS

Builds from OPPORTUNITIES Responds to PROBLEMS

Investment Orientation CHARITY Orientation

Emphasis on ASSOCIATIONS Emphasis on AGENCIES

Focus on COMMUNITY Focus on INDIVIDUALS

Goal is EMPOWERMENT Goal is SERVICE

Power comes from RELATIONSHIPS Power comes from CREDENTIALS

PEOPLE are the answer PROGRAMS are the answer

People are CITIZENS People are CLIENTS


What Does this Result in?

People taking responsibility for their environment
Becoming passionate about where they live & where
you operate
Coming up with creative solutions to local problems
Connecting with each other and you!
More sustainable communities
Enhanced corporate reputations/employee retention


7 Ways to Greater Engagement

1. Have Fun!
Celebrate success and recognise active citizens
2. Start where people are at.
Find out what people care enough to do something
about. Avoid charity!
3. Don’t sit on your assets
Mobilise staff and connect them to your neighbours


7 Ways to Greater Engagement

4. Establish Foundations like the Kelloggs
Foundation
Lobby for reform of Tax system
5. Local purchase power
Increase access to affordable credit
6. Strategic Mini grants
7. Support Associations
Invite them to help you


“Reputation is not yours.
Someone else gives it to you
based on your performance.”

Duncan Hawthorne, President & CEO
Bruce Power


An Irish Example

Louise Oppermann CEO Community Time
Bank Glountane Co Cork

Connect local business with local
communities and connecting citizens with
each other.


ABCD & Corporate Social Responsibility Presentation 2 (2)

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ABCD & Corporate Social Responsibility Presentation 2 (2)