ABCD & Corporate Social Responsibility Presentation 2 (2)

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Corporate Social ResponsibilityIt’s Not a One-way Street

Cormac Russell Managing Director Nurture Development

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Nurture Development

International Faculty member of the Asset Based Community Development Institute at NorthwesternUniversity, 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.

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Presentation at a glance

A definition of CSR that makes good business senseIssue based and place based CSR responsesArguing for an Asset/Capacity based approachAn Irish example of an asset (place) based connection between local businesses and their surrounding Community

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Why CSR?

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

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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.

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Striking the balance

Business has had a much more positive impact on the world than detractors admitStill 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.

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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?

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

What is CSR?

The Public’s View:

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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.

Defining CSR as Strategy

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Operation Home Delivery

Reba McEntireWhirlpool Habitat for Humanity Commercial

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The Results?

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Community Engagement

Communities of Issue

Dove Real Beauty Ad Campaign

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Community Engagement

Communities of Place

From global issues tolocal sustainability

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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.

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Needs Map

Domestic violence Poor transport links

Unemployment

Gangs Literacy issues

Early school leaving

Vulnerable Families Poor Housing

Anti social behaviour

Child Abuse Crime

Graffiti

Mental Health

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How Government Maps our Country

47 urban communities designated RAPIDAreas with concentrated deprivation38 Partnership Areas of designated disadvantage

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People and Communitieshave deficiencies & needs

Individuals and Communities have skills and talents

The Full Picture . . .

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A Sample Community Asset Map

IndividualsGifts, Skills, Capacities, Knowledge and Traits of

YouthOlder Adults

ArtistsWelfare Recipients

People with DisabilitiesStudentsParents

EntrepreneursActivists

Professionals

InstitutionsSchools

UniversitiesCommunity Colleges

Garda StationsHospitalsLibraries

Social Service Agencies

Non ProfitsMuseums

Fire DepartmentsFoundations

Physical SpaceGardens

ParksPlaygroundsParking LotsBike Paths

Walking PathsForests/Forest

PreservesPicnic AreasCampsites

Fishing Spots

StoriesOf background and personal history

Of what you like to do and contributeOf existing and ongoing skills and

capacitiesOf successful community development

Of economic growthOf addressing racism

Of including those who are marginalizedOf recognizing the value of everyoneOf a time when you or your group felt

appreciated and valuedOf a time the community was at its best

Local EconomyFor-Profit Businesses

Consumer ExpendituresMerchants

Chamber of CommerceBusiness Associations

BanksCredit UnionsFoundations

Institutional-Purchasing Power and PersonnelBarter and Exchange

Corporations and Branches

Banks

Animal Care GroupsAnti Crime Groups

Tenants AssociationsBusiness Organisations

Charitable GroupsCivic Events Groups

Cultural GroupsEducation Groups

Elderly GroupsEnvironmental Groups

Family Support Groups Health Advocacy and

Fitness GroupsCredit Unions

Heritage GroupsHobby and Collectors Groups

Men’s Groups Mentoring Groups

Mutual Support GroupsNeighborhood Improvement

GroupsPolitical Organizations

Recreation GroupsReligious Groups

Service ClubsSocial GroupsUnion Groups

Veteran’s GroupsWomen’s Groups

Youth Groups

Associations

Individuals

Associations

Institutions Stories

Local Economy

Physical Space

A typical Irish

Community

A typical Irish

Community

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Eddie’s story

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CSR is about Making Connections

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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

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

The Common Loon Duck

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How is this Model Different?

CSR-Community Building Model

Social Service 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

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What Does this Result in?

People taking responsibility for their environmentBecoming passionate about where they live & where you operateComing up with creative solutions to local problemsConnecting with each other and you!More sustainable communitiesEnhanced corporate reputations/employee retention

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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 assetsMobilise staff and connect them to your neighbours

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7 Ways to Greater Engagement

4. Establish Foundations like the KelloggsFoundationLobby for reform of Tax system

5. Local purchase powerIncrease access to affordable credit

6. Strategic Mini grants7. Support Associations

Invite them to help you

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

Duncan Hawthorne, President & CEOBruce Power

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An Irish Example

Louise Oppermann CEO Community Time Bank Glountane Co Cork

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