SERIOUS ABOUT CORPORATE COMMUNITY INVESTMENT What difference does it make? Measuring corporate community investment October 2012
Mar 11, 2016
SERIOUS ABOUT CORPORATE COMMUNITY INVESTMENT
What difference does it make?
Measuring corporate community investment
October 2012
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Agenda
Jon Lloyd, Head of LBG
Some questions and answers
Why measure?
The LBG approach
Mapping your projects
Understanding your impacts
Measuring community investment in Jersey
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Q & A
Why do companies give away money or other
resources?
Because healthy businesses need healthy
communities
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Q & A
Why do companies give away money or other
resources?
Because healthy businesses need healthy
communities
So what do businesses do for the community?
What dont they do?
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What dont companies do?
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Q & A
Why do companies give away money or other
resources?
Because healthy businesses need healthy
communities
So what do businesses do for the community?
What dont they do?
Does this do any good?
Thats where LBG comes in
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LBG member contributions and results 2011
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Why measure?
Greater knowledge of:
what youre contributing
what youre supporting
who youre helping and how
how you compare
Better management
Inform decision making
Better communication
Getting the right message to those that matter
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So. What is LBG?
A Framework
A Consistent
approach
A Network
+ =
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The network
Over 300 companies around the world
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How?
Why?
What?
Where?
Cash, time, in-kind, management costs
Charitable gift, community investment, commercial initiative
Cause, e.g. health, young people, social welfare
Geographic location
LeverageExtra funds raised
Business benefits:Employee engagementPress coverage etc.
Community benefits:Numbers helped etc.
Business impacts:How the company is better off
Community impacts:How beneficiaries are better off
Inputs Outputs Impacts
The framework
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A consistent approach
Principles
Guidance
Tools
Methodologies
Benchmarking
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LBG in action
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LBG in action: Mapping your projects
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Diageo: Water of life
How?
Why?
Where?
What?
93,000 cash, 10,000 hours time
Long-term strategiccommunity investment
Nigeria
Economic development
Leverage:15,000 awarded by local foundation
Community benefits: 271 farmers have treadle pumps installed
Business benefits:Recognition from local government
Business impacts:Improved market penetration, increase in revenues, greater brand recognition
Community impacts:Farm yields estimated to have increased by almost 400,000 improving peoples quality of life
Inputs Outputs Impacts
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Impacts matter
So how do I measure them?
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1st Create an impact map
People
Quality of life
Behaviour/attitude change
Skills & personal development
Type of beneficiary
Organisations
Capacity building
Funding
Type of organisation
Environment
Impact on ecology
Impact on human behaviour
Volunteers
Impact on:
Skills
Personal impact
Behaviour
Company
Impact of volunteering on:
Retention
Morale etc.
Reputation
Customer/brand awareness
Not all impacts are different
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LBG impact map 2011
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2nd Assess the depth of impact
Mapping means you know who you helped and how
But what difference did you make?
You need an impact scale
No movement, following the activity the
person feels no need or want to
change
The person recognises the need
or opportunity to change and feels empowered as to how to go about it
The person is actively making changes (e.g.
developing skills) in an identified
area
Sustained
changeMaking
changesAwareStatic
Ongoing changes in circumstances can be reported /
observed as a direct result of the
activity
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How it works: Barclays FairPlay
FairPlay Project has been a two-year, 250,000 collaboration between Barclays
Spaces for Sports, Wooden Spoon (the childrens charity of rugby) and the Rugby
Football Union (RFU)
It is aimed at hard to reach individuals between the ages of 14 and 18 who have
been excluded from mainstream education and who attend Pupil Referral Units
(PRUs)
The project was set up to introduce the young people to the sport of rugby and
address a number of behavioural and skills-related issues that are faced by a lot of
pupils at PRUs
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Barclays FairPlay: Depth of Impact
To improve pupils ability in anger
management
To improve pupils confidence
and sense of self-worth
To increase regular
physical activity by the
participants
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The result
Application of the framework enables:
Full understanding of inputs across the project
An understanding of actual or anticipated impact
Assessment of the extent of change
Communication of results
Ability to compare and compile across projects
Management information to drive future performance and results
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CCI in Jersey?
Lots of activity Fundraising
Youth/Amateur sport
Cancer support
Environment/nature
Regeneration
Arts/culture
Education/schools
Volunteering
Financial literacy
But what does it all add
up to?
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Ogier & Jersey Evening Post: Kits 4 Kids
How?
Why?
Where?
What?
10,000 Cash
Commercial initiative in the community
Young people
Leverage:
TBC
Community benefits: 8 teams
Xx people
Business benefits:Press coverage
Business impacts:TBC:
Employee satisfaction
Community impacts:TBC:
Behaviour changeQuality of lifeSkills development
Inputs Outputs Impacts
Jersey
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HSBC and Durrell
How?
Why?
Where?
What?
1,500 hours Employee time
Long-term partnershipcommunity investment
Environment
Leverage:TBC
Community benefits: Improved facilities
Business benefits:Press coverage
Business impacts:TBC:
Employee skills
Employee satisfaction
Community impacts:TBC:
Species conservation
Raised awareness
Inputs Outputs Impacts
Jersey
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What next?
Apply framework individually?
Work collectively (LBG Jersey group)?
Any questions?
Contact us
Jon Lloyd
Head of LBG
Corporate Citizenship
5th Floor, Holborn Gate
330 High Holborn
London, WC1V 7QG
T: 020 7861 1616
W: www.corporate-citizenship.com