Strategic Corporate Community Engagement (CCE)susbizkenya.org/Admin/Public/Download.aspx?file=Files/Filer... · •Marketing •Communication ... (7P’s of Giving) Features of Strategic

Strategic Corporate Community Engagement (CCE)

SUSBIZ Workshop

Travellers Hotel – Msa

30th October 2012

Defn – Community

• According to ISO 26000 – Social

Responsibility – “Community” refers to

residential or other social settlements

located in a geographic area that is in

physical proximity to an organization’s sites

or within an organization’s areas of impact.

Most popular causes

• Environment

• Education

• Health

• Water and Sanitation

• Economic empowerment

• Disaster relief

• Sports and culture

CE is managed by

• Marketing

• Communication

• Public relations

• Community affairs / External affairs

• Human Resources

• CEO’s office

• Foundation or specialized department

Common features of CCE

• Ad-hoc

• One – off

• Reactive

• One type – charitable gift

• Limited follow up

• Limited connection to business strategy

• Unsustainable

• Our intent is to move from ad-hoc engagement to strategic engagement

Features of Strategic CCE

1. Have clarity of purpose

Identify the key business drivers, prioritize areas where CE can make the biggest contribution to business objectives, and formulate a clear business case.

2. Build on business competencies and resources “What can your company bring to the table besides money?” Think about the unique contribution that your company can make, the comparative advantages you naturally possess, and support CE programs in areas in which you have the most to offer. (7P’s of Giving)

Features of Strategic CCE

3. Align internal functions to support CE

Strategic CE cannot be the domain of community relations only. It needs to involve all internal functions and units . This ensures business-wide support and accountability for CE strategy.

4. Be specific, not generic

Engage in the issues that matter to the local communities. Thus, engage local stakeholders to uncover issues, risks and opportunities.

Features of Strategic CCE

5. Partner with the community

Beyond asking communities what they want or

need, also engage them as a partner. Promote

stakeholder-driven action.

6. Carefully select investment areas

Seek to invest at the intersection of

government, community and company

interests. This is where true shared value can

be created.

Features of Strategic CCE

7. Make good implementation choices

As a company, you have many choices in implementing your CE strategies. Should they do it themselves? Set up a foundation? Partner with an NGO?

8. Set goals

Not just goals, but explicit, forward-looking targets and make them public.

Organize yourself internally

• Engage in a process of strategic thinking and development for CEP

• Get the commitment of the top management

• Get the buy-in of the middle management

• Facilitate the involvement of the staff

Organize yourself externally

• Scope your stakeholders

• Stakeholder Engagement – establish what really matters to your stakeholders

• Partner with your stakeholders

• Define key drivers – needs and expectations

Safaricom Foundation

• Many project areas – Health, Education, Water, Arts

& Culture, Disaster relief, sports and Economic

Empowerment

• Manage CE through a Corporate Foundation

• Several projects throughout the country

• Preference for small projects

• Few large strategic projects

• Open access through online applications

Water Stewardship In Africa…..Why Water ?

Barclays CSI Program 14

Barclays Bank in Kenya

be integrated and embedded in the business strategy with strong leadership support .

establish mutual and trust-based partnerships with the community

Partnership Initiatives to have clear goals and objectives

align community engagement activities to national development priorities

Establish closer synergies between community and commercial objectives

Barclays Bank in Kenya

• Economic Development

• Financial Literacy & Inclusion

• Environmental Sustainability

• Girl education

UAP Insurance

• Road safety

• Environment – Ndakaini Marathon

• Disaster relief

Sun and Sand Hotel

– Economic development

– Health and environment

– Education

– Water

– Faith

General observation

• Best practice companies have

– CSR policy

– CSR strategy

– Clear focus – thematic areas, delivery mechanism, model for proactive / reactive engagment

– Ideas about ideal partners / partnerships

– Internal mechanism for learning and improving

– Ability to create competitive advantage through CSR initiatives

THANK YOU

Ufadhili Trust provides expertise and technical support on CSR to companies in East Africa.

Contact us at

UFADHILI TRUST 1st Floor, Rattansi Trust Building

Tel +254(20)343061 / 2 or +254722214575

[email protected]

www.ufadhilitrust.org