Riggs, Rachel · Additional Business Value of CSR u Manage Reputation u Reduce Costs u Retain/Attract Employees u Drive Innovation u Social “License to Operate” u Differentiate

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Leave Your Organization’s

Legacy at Your Next Meeting and Make a

Difference

Presented by Rachael Riggs

LEARNER OUTCOMES

Understand CSR and where it is going

1 Learn how to incorporate CSR into your next meeting

2 Discuss CSR ideas and best practices

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Evolution of CSR

u  CSR began primarily as corporate philanthropy and employee volunteerism,

u  viewed as a “nice to have”

u  The business landscape has rapidly changed from a focus primarily on products and services to balancing social and environmental challenges, heightened consumer expectations, and widening stakeholder demands

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What CSR means today u  Brands with PURPOSE

u  Looking beyond the product and at VALUES…CSR makes it AUTHENTIC

u  Consumers, especially millennials, increasingly care about businesses’ role in society and environment, which influences their purchasing decisions

u  Many job seekers want to work for a company that reflects their personal values

u  Effective in creating meaningful employee engagement and achieving higher retention and attraction rates

u  91% of global consumers expect companies to do more than make a profit, but also operate responsibly to address social and environmental issues

u  84% say they seek out responsible products whenever possible

u  90% would boycott a company if they learned of irresponsible or deceptive business practices

Courtesy - Cone Communications

What the research is telling us?

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u  300 research sources

u  CSR must be aligned with key business goals and integrated as an integral part of the business model

u  Proves that if done right CSR can add to the bottom line

u  Help increase sales revenue by 20%

u  Affect customer satisfaction by 10% or more

u  Unilever case study

Additional Business Value of CSR u  Manage Reputation

u  Reduce Costs

u  Retain/Attract Employees

u  Drive Innovation

u  Social “License to Operate”

u  Differentiate Your Brand

You should be using the power of your people at your meetings to give back!

u Think of the impact to the host city

u Share the attendees energy

u Motivate them to do more

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What can CSR do for your organization?

attendee experience Enhance

attendee loyalty Create

attendees will come back next year Ensure

marketing and sponsorship opportunities Increase

attendance for non-attendees Promote

new members Recruit

Sponsors and partners in a new or unique way Engage

How Do I Get Buy-in? ? n  Develop a brief business plan for the project

u  Establish short and long-term specific goals & objectives

u  Start small with a detailed growth plan based on success

n  Involve all stakeholders

n  Evaluate the project from all participants including agency

n  Regularly assess the ROI

After the buy-in…Oh No! u Be the Internal Champion u Must be passionate about giving back and helping u Create a committee with volunteers and staff u Make it part of the performance measurements u Brainstorm on projects that align with your organizational

goals u Ask the staff, attendees and volunteers what they want to

do u Look to the CVB to help u  Implement a turnkey project u Develop a project from an idea

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What Do We Do?

Attendee donate items for a certain chairty Drive

Clean the World, Million Meals Kit Build

Habitat for Humanity, Chicago Food Depository Hands On Service Work

Brain Health Fair Knowledge Share

How to get attendees excited? Before the Event

u Pre-promote via social media and all conference marketing channels

u Ask leaders to promote via their social media

u Develop an incentive to participate (reg discount, comp sleeping room)

How do I promote via Social Media?

q Determine how and where you will engage

q  Develop a #hashtag and a @handle § @ = station § # = searchable

q  Ask people involved to engage

q  Pre-promote, share during and show results §  Storify: https://storify.com/meetvancouver/vangiving §  Tradeable Bits: http://vangiving.tbits.me/

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How to get attendees excited? At the Event & After the Event

u Make it fun (have music)…make it casual

u Be excited about it yourself

u Get the volunteer leaders involved and have them participate

u Ask the organization that the donations are going to attend and be a part of it.

u To hear their story first hand is powerful.

u Share the results via social media

American Academy of Neurology Brain Health Fair

u  1200 neurology patients and families

u  80 volunteers

u  No cost to local residents

u  Education Zone, Discovery Zone & Keynote Zone

Million Dollar Round Table Million Meal Challenge

u 2,300 Volunteers and one million meal packed

u Distributed all over the world

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Ø  #VanGiving encourages industry professionals to take part in charitable initiatives at every opportunity

Ø  For example, in lieu of sales mission gifts clients

were given gift cards that they could donate to charities or organizations of their choice

Ø  #VanGiving also makes an appearance at major

industry events and sales missions

Ø  Mark your calendar for June 28 for Association Forum

Official CSR Sponsor of Association Forum

u  Year long program with two major activations

Forum Forward & Holiday Showcase

q  Packed 3,000 Clean The World Kits

q  Diaper Drive for the Cradle with an individual

q  Diaper Drive for company’s - Grace Cup

q  Stuffing stockings for YMCA

q  Show Us Your CSR

p  5,000 hotels partners - 700,000+ hotel rooms daily

p  50 US States/ Canadian Provinces / Puerto Rico / Mexico

p  Opened in China, Canada, Japan and Europe

p  a social enterprise with the mission of saving lives by recycling soap and bottled amenities discarded by the hospitality industry.

p  More than 3,800 tons diverted (7.6 million pounds) of soap, shampoo and other amenities collected and distributed

p  25 Million bars of soap distributed within North America and more than 99 countries globally

p  630,000 ONE Project Hygiene Kits distributed to more than 100 partner organizations across North America

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Video

Eight ideas to do tomorrow

u  Eliminate a break and donate the $$/food to a local charity

u  Invite “special guests” to the General Session

u  At your coffee break have local girl scouts selling cookies

u  Pack CTW kits at your registration area

u  Decorate “Happy Summer” cards and give to a local assisted living facility

u  Take attendees to the food bank and pack food

u  Put together bikes and donate to a preschool

u  Conduct a clothing drive , diaper or baby food drive

2017 UN’s Year of Sustainable Tourism

u  The United Nations (UN) General Assembly has approved the adoption of 2017 as the International Year of Sustainable Tourism for Development

u  #CSRShare Day April 21, 2017

u  Need a contact? Check out the Ambassador program

“Theimportanceofinterna0onaltourism,andpar0cularlyofthedesigna0onofaninterna0onalyearofsustainabletourismfordevelopment,infosteringbe:erunderstandingamongpeopleseverywhere,inleadingtoagreaterawarenessoftherichheritageofvariousciviliza0onsandinbringingaboutabe:erapprecia0onoftheinherentvaluesofdifferentcultures,therebycontribu0ngtothestrengtheningofpeaceintheworld”

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ADDITIONAL CSR RESOURCES

u  @MarriottPOV + marriott.com/socialresponsibility

u  Boston College Center for Corporate Citizenship

u  BSR (Business for Social Responsibility)

u  Sustainable Brands

u  Just Means

u  CSR Wire

u  Harvard Business Review

u  Twitter/ CSR Influencers (Michael Porter, Susan McPherson, Paul Polman CEO of Unilever, etc.)

u  Cone Communications, PwC, Edelman, KPMG, etc.

u  What are your own successes?

u  What did not go over?

u  What will CSR look like in 5 years?

Share Session

Questions, ideas or comments….Let’s Connect Rachael Riggs, cmp Manager, Meetings and Conventions Sales – Midwest/Chicago Tourism Vancouver tourismvancouver.com [email protected] P: 847-853-1647 C: 773-590-1613 FB: rachael.riggs0421 Twitter: @RachaelMRiggs Instagram: rachaelriggs0421