Demystifying Corporate Responsibility
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The document discusses corporate social responsibility and how organizations can participate in making it the new norm. It identifies three key trends in CSR: employee engagement, transparency and open engagement, and cause marketing. For each trend, it provides examples and best practices. Specifically, it discusses how employee engagement can improve productivity, retention and organizational performance. It also outlines the history and benefits of cause marketing for increasing awareness, reputation and sales.
Demystifying Corporate Responsibility
- 1. Demystifying Corporate Social Responsibility How organizations can participate in the “New Norm” Susan McPherson Senior Vice President FENTON @susanmcp1 fenton| Capabilities Overview
- 2. Corporate Responsibility: The New Norm fenton| Capabilities Overview
- 3. Three Key Trends Employee engagement Transparency and open engagement Cause marketing fenton| Capabilities Overview
- 4. Employee Engagement fenton| Capabilities Overview
- 5. Employee Engagement Model Employees Career Increased understand developmen productivity their role in t success Trust in Enhanced leadership org performance Culture of Employee Financial & Engagement Engagement Operational Two-Way Returns Greater feedback financial success Shared Retention of Volunteering decision- valued making employees fenton| Capabilities Overview
- 6. Volunteer Engagement fenton| Capabilities Overview
- 7. DISCOVERY CHANNEL’S DAY OF IMPACT fenton| Capabilities Overview
- 8. Transparency and Open Engagement fenton| Capabilities Overview
- 9. Open Engagement Best Practices • Be Real – authentic/trust • Be Passionate – long-term commitment • Be Realistic • Be Transparent • Be (and stay) Connected fenton| Capabilities Overview
- 10. How We Connect Today: Key Principles Use multiple Use a variety of content types to content channels promote your cause campaign Create an Create a clear effective two- call to action way dialogue fenton| Capabilities Overview
- 11. Cause Marketing Corporate Benefits Charitable Consumer Benefits Benefits fenton| Capabilities Overview
- 12. Cause Marketing History 1983 1984 1990 1994 1997 2004 2006 fenton| Capabilities Overview
- 13. Benefits to your organization • Increase awareness • Differentiation • Improvement PR and reputation • Increase in sales and market share • Strengthen customer retention • Help target and reach new markets • Increase volunteer opportunities • Boost morale and employee engagement • Increase ROI • Employee recruitment and retention fenton| Capabilities Overview
- 14. Cause Marketing Examples fenton| Capabilities Overview
- 15. Case Study Warner Bros.: We Can Be Heroes fenton| Capabilities Overview
- 16. A Few Final Thoughts • CSR is umbrella that encompasses each of these pillars and more • Find out what your employees are passionate about & start there • Start small and grow incrementally • Securing partnerships is easier than you think fenton| Capabilities Overview
- 17. Resources Media Organizations Influencers fenton| Capabilities Overview
- 18. Thank you
Editor's Notes
- #3: Add mind-boggling names of CSR BOTTOM LINE. Social Good is Everywhere Before I begin, let’s level the landscape and agree for this session what CSR is and what its not. Xxxx
- #4: Within that we’re going to focus on the following three tenets that make up “Good Business”
- #5: There are hundreds of ways to engage with employees, from surveys to contests to performance appraisals. All are helpful and in many cases required for any successful company, but I want to focus on an act of engagement that will help tap into, and release, what I term “discretionary energy”
- #8: At more than 140 project sites across five continents, Discovery volunteers will contribute their time and energy by building community gardens, working with animals, serving veterans and refurbishing local schools and community facilities.
- #9: sk: survey monkey, poll, online chats, encourage idea sharing- empower employees (and yes, that goes back to employee engagement tenet)-
- #11: Remember the 6500 tweets in the past 6 hours, well this is what I’m talking about.
- #14: 1989 – 500,000 NONPROFITSToday there are over 2,000,000 NONPROFITS
- #16: Hyperlink to video?
- #17: Employee engagement. Transparency and an open public (two-way) dialogue, &Causemarketing programs and partnerships- Start small, but do start- You all have employees, partners, customers, and passions- Poll your employees. Find out what they are passionate about and start there.
- #18: http://blogs.volunteermatch.org/volunteeringiscsr/build-a-sustainable-employee-volunteer-program/