thinking about csr in practice: thoughts, tools and examples – lecture to mcgill executive...

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

Lecture Overview • Discuss and try out some practical tools and

approaches (Think Abouts) for assessing and understanding CSR in the field

• Group Work – apply the above to real life examples

• Industry Social License discussion

• Relationship • Value Sustainability • Social Value Return on

Investment • Value Proposition • Partners

• Value Creation • Communications • Metrics • CSR as a Catalyst

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.

CSR in the OLDEN DAYS Policies &

Good Intentions

Solving Social Problems

CSR in the OLDEN DAYS (cont)

Community Relations Management

Framework

Plan

?Results?

System

CSR, No Matter How you Slice It

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

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

Some Key Dimensions to Think About

Relationship • Highly Asymmetrical – Donor/Client • Somewhat Asymmetrical • Symmetrical • Will it/should it change over time?

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

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?

Group Work

Cameco and CN Case Studies

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

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?

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

CSR as a Catalyst

• HIV/AIDS in PNG

Social License

• Industry Social License • Corporate Social License • Project/Site Social License

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

Think Abouts

Question With all the work that has happened – Why does CSR remains such an issue

• Relationship • Value Sustainability • Social Value Return on

Investment • Value Proposition • Partners • Value Creation

• Communications • Metrics • CSR as a Catalyst • Management Framework • Social License (Project,

Corporate, Industry)

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.

Extra Slides for Handout

The following are extra slides that readers may find useful

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

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.

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?

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?

Success Indicators, Metrics, Measuring & Monitoring

How is the program measured and 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

Other Think Abouts • Value Sustainability • Social Value Return on Investment • Communications • Metrics • CSR as a Catalyst

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