THINKING ABOUT CSR IN PRACTICE: thoughts, tools and examples – Lecture to McGill Executive Education Program on CSR
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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
- 6. CSR, No Matter How you Slice It
- 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?
- 12. Group Work Cameco and CN Case Studies
- 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
- 16. CSR as a Catalyst • HIV/AIDS in PNG
- 17. Social License • Industry Social License • Corporate Social License • Project/Site Social License
- 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