Training session for startups about CSR definition. How to design the campaign. Identify its impacts on the community & highlight the challenges that face startups to develop it.
ورشة تدريبية بالمسؤولية الإجتماعية للشركات الناشئة، وأهميتها وأثرها، وكيفية بناء استراتيجية وخطة لها
3. Agenda
Networking & Registration 10:00- 10:30
Startups Pitch Deck
10:30-12:00
Definitions Introduction
What is Corporate Social Responsibility?
CSR in Jordan
Types of Corporate Social Responsibility
Coffee Break 12:00-12:15
How can we add value to CSR activities?
12:15-2:00
Benefits of CSR for startups
How to design CSR campaign?
Determine campaigns' goal
Connect the goals of the campaign with SDGs
Choose the target
Lunch 2:00-2:30
Build the marketing strategy of the campaign 2:30-3:15
Build a strong networking list
Startups Group work 3:15-4:00
Startups Presentation 4:00-4:45
Closing 4:45-5:00
4. Lego will invest $150 million over the next
15 years with a focus on addressing climate
change and reducing waste.
@asmakayyali
5. Disney is committed to reducing their
carbon footprint with goals for zero net
greenhouse gas emissions, zero-waste, and
a commitment to conserve water.
@asmakayyali
6. 92% of consumers have a more
positive image of companies that
support social issues and
environmental efforts.
Do you
know?
@asmakayyali
7. Do you
know?
87% of consumers will buy a
product because a company
advocated for an issue they care
about.
@asmakayyali
11. The continuing commitment by business to
behave ethically and contribute to economic
development while improving the quality of life of
the workforce and their families as well as of the
local community and society at large.
Operating a business in a manner that meets or
exceeds the ethical, legal, commercial and public
expectations that society has of business.
@asmakayyali
12. Improve society and contribute
towards sustainable development.
Evaluate and take responsibility
for their impact on a number of
issues ranging from human rights
to the environment.
Focusing on achieving economic,
social and environmental benefits
for all stakeholders.
@asmakayyali
13. CSR programs targeted different
social areas:
• Poverty alleviation
• Combating unemployment
• Sponsorship of activities
• Local community development
• Health
• Environment protection
• National political affairs
• Support the company employees
@asmakayyali
16. Reducing startups impact on the environment.
Focus on a business cutting down unavoidable
cost of doing business, pollution and excessive
consumption of resources .
This involves re-evaluation of a business’s
production processes in order to identify
wasteful acts and cut these from the
company’s business plan.
@asmakayyali
17. The first zero waste event, low
ecological footprint and
handicapped friendly.
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18. This type of corporate social responsibility is frequently
associated with many businesses supporting charities
that are relevant to their business in some way.
Investing in the community or participating in local
projects. By this, the business encourages loyalty from
employees whilst benefiting from an improved support
system.
Corporate philanthropy also serves as a way of
representing a company’s commitment to society,
demonstrating that they value the community beyond
simply providing a workforce or source of revenue.
@asmakayyali
19. Ethical CSR considers every level of the supply chain,
including employees who may not be directly working
for the business
These programs are intended to help ensure that
employees, customers, shareholders and all other
stakeholders get the fairest deal possible.
Self enforced initiatives that a company puts in place
because they believe it is the morally correct thing to
do rather than out of any obligation. Businesses
consider how stakeholders will be affected by their
activity and work to have the most positive impact.
@asmakayyali
20. Netflix offers 52 weeks of paid
parental leave, which can be taken
at any time whether it is the first
year of the child's life or another
time that suits their needs. This
compares to 18 weeks at other tech
companies.
@asmakayyali
21. Focuses on practices that facilitate the
long-term growth of the business, while
also meeting the standards set for ethical,
environmental and philanthropic
practices.
By balancing economic decisions with
their overall effects on society, businesses
can improve their operations while also
engaging in sustainable practices.
@asmakayyali
22. “Masmoo3” has created and produced a
series of audio stories consisting of
seven audio stories in both Arabic and
English for children from 6 to 12 years,
focusing on seven positive core
values that promote children.
@asmakayyali
23.
24. Companies who want to solve a
societal problem by investing in
a solution now that will
contribute to sustainability in
the future.
Most corporations continue to
produce or offer services that are in
line with their core business but
additionally combine their business
with CSR aspects that add value to
their core product/service.
@asmakayyali
29. Spotlight Marginalized categories &
enable them to practice their rights
Having a more positive impact on
society through ensuring
sustainable growth.
Support and prioritize social and
environmental progress.
@asmakayyali
32. What is your business
vision?
Who are your target segment?
How much you would spend
on the campaign?
What are the available
resources?
Why do you want to run the
campaign?
@asmakayyali
34. Find a social, community purpose that relates to your
industry.
Align company’s vision with community cause or
segment needs.
Building an appropriate partnership in the early days
will also help your audience better understand your
values as you grow, making them more inclined to
engage.
@asmakayyali
36. Knowing your client base and what social issues
they are passionate about is another important
consideration when picking a CSR path
Employee turnover is common in startups, so boost
employee morale by giving them the chance to get
involved in a non-profit they believe in
Ensuring your target audience and your employees
share a mutual interest in your chosen cause will
inspire your team and keep customers coming
back.
@asmakayyali
39. 1. Integrated
A core strength of this approach is that companies with the
right business model can tell a single compelling story across
all touchpoints. It works best for those companies in which
responsibility is (already) a core company value and informs all
aspects of the business.
@asmakayyali
40. 2. Selective
In the selective approach, CSR manifests itself in very specific,
targeted ways. It is effective when only a specific identifiable
sub-segment of the target market places significant value on
responsible business practices.
@asmakayyali
41. 3. Invisible
CSR may play an important strategic or philosophical role in
guiding the company but plays a very understated role in
external communications and initiatives. This allows
companies to use CSR as an asset to bolster trust in their
brand and company.
@asmakayyali
42. Choose the channels where your customers spend time
It is all team members' responsibility to conduct consumer
research and analysis that will help find the best way to present
CSR efforts to the target audience.
Social media platforms provide a direct route for organizations
to share their brand values & provide a route for engaging with
consumers and showing what your company stands for.
Authenticity is a pivotal aspect of a successful CSR marketing
strategy.
User-generated content (UGC) is considered the most authentic
by consumers. there are also plenty of opportunities to connect
with customers on an even deeper level by crowdsourcing
content.
@asmakayyali
43. - Building relationships
- Understand that position doesn’t always
indicate influence
- Staying positive
- Improve your emailing skills
- Go in with no expectations
- Focus your efforts
- Work on your communication skills
- Hone an impressive elevator pitch
@asmakayyali
49. It is important to align your CSR strategy with your business
strategy and define social goals that contribute to your overall
company goals.
It is also important to keep the procedure of measuring your social
impact as simple as possible, don’t make them too detailed to adopt
and implement.
Life Cycle Assessments are often very time consuming and incredibly
costly. Hence, startups need to find a balance between the impact
measurement, financial possibilities, and main company goals.
@asmakayyali
52. The economic challenge
Lack of Government’s incentives
Skill-set: possessing the right skill-set
to implement CSR
Governance: lack of monitoring and
evaluation process of CSR projects
@asmakayyali
- Corporate social responsibility (CSR) refers to the efforts made by a company to improve society and contribute towards sustainable development. Also known as corporate conscience or corporate citizenship, CSR describes initiatives run by a business to evaluate and take responsibility for their impact on a number of issues ranging from human rights to the environment.
- Corporate social responsibility is a type of self-regulatory business plan, with initiatives focusing on achieving economic, social and environmental benefits for all stakeholders involved (employees, consumers, investors and other groups).
Your CSR Agency The Pyramid of CSR Philanthropic (Be a good corporate citizen) Ethical (Be ethical) Legal (Obey the law) Economic (Be profitable) Contribute resources to the community, improve quality of life Obligation to do what is right, just and fair Law is society’s codification of right and wrong The foundation upon which all others rest Adoption of a CSR Initiative – An approach presentation
Your CSR Agency The Pyramid of CSR Philanthropic (Be a good corporate citizen) Ethical (Be ethical) Legal (Obey the law) Economic (Be profitable) Contribute resources to the community, improve quality of life Obligation to do what is right, just and fair Law is society’s codification of right and wrong The foundation upon which all others rest Adoption of a CSR Initiative – An approach presentation
focus on ensuring that all stakeholders in a business receive fair treatment, from employees to customers.
Ethical responsibilities are self enforced initiatives that a company puts in place because they believe it is the morally correct thing to do rather than out of any obligation. Businesses consider how stakeholders will be affected by their activity and work to have the most positive impact.
Whilst economic and legal responsibilities are the primary concerns of a company, after addressing these fundamental requirements businesses can then begin to focus on their ethical responsibilities.
focus on ensuring that all stakeholders in a business receive fair treatment, from employees to customers.
Ethical responsibilities are self enforced initiatives that a company puts in place because they believe it is the morally correct thing to do rather than out of any obligation. Businesses consider how stakeholders will be affected by their activity and work to have the most positive impact.
Whilst economic and legal responsibilities are the primary concerns of a company, after addressing these fundamental requirements businesses can then begin to focus on their ethical responsibilities.
16 countries
Exercise
Better company image and customer loyalty – Corporate social responsibility schemes not only increase a brand’s recognition; they moreover contribute to a better public image. It makes sense that consumers want to shop with companies that care about causes and have a sense of social responsibility. Companies that appreciate and respect consumers are favoured, encouraging customer loyalty. Consumers want to be appreciated and support businesses that are ethical.
Increased employee engagement and satisfaction – Naturally, employees want to work for a company involved in positive initiatives and with a strong public image. CSR schemes create a sense of community and bonding amongst employees, engaging them and encouraging positive relations. When stakeholders like employees, customers and even suppliers can have a strong input to areas of impact, CSR becomes a truly powerful influence.
Enhanced ability to recruit, develop and retain staff
Employee Advocacy. Pay attention to those offering actionable advice on employee advocacy. It is tied up to content marketing in that you empower people who work for you to share your content to their social networks
Increased employee engagement and satisfaction – Naturally, employees want to work for a company involved in positive initiatives and with a strong public image. CSR schemes create a sense of community and bonding amongst employees, engaging them and encouraging positive relations. When stakeholders like employees, customers and even suppliers can have a strong input to areas of impact, CSR becomes a truly powerful influence.
Employee Advocacy. Pay attention to those offering actionable advice on employee advocacy. It is tied up to content marketing in that you empower people who work for you to share your content to their social networks
Likewise, investors want to work with companies who are reputable and have a sense of corporate social responsibility. Businesses with CSR initiatives demonstrate to investors that profit isn’t their only priority, additionally having a concern for worthy causes and the bettering of society.
Brand Positioning: provide a competitive advantage and serves as a possible source of legitimacy which is one of the aspects startups are typically lacking and struggle within the beginning of their activities
Identifying areas for improvement – CSR efforts often lead to businesses reviewing and evaluating their current processes, with many leading to the discovery of ways that the business could be improved. For example, in 2010 PepsiCo found energy saving opportunities worth $60m as part of an energy assessment programme it carried out.
Better anticipation and management
Improved reputation management
Improved innovation, competitiveness and market positioning Enhanced operational efficiencies and cost savings Improved ability to attract and build effective and efficient supply chain relationships Enhanced ability to address change
Likewise, investors want to work with companies who are reputable and have a sense of corporate social responsibility. Businesses with CSR initiatives demonstrate to investors that profit isn’t their only priority, additionally having a concern for worthy causes and the bettering of society.
More robust “social license” to operate in the community Access to capital Improved relations with regulators A catalyst for responsible consumption Adoption of a CSR Initiative
Assessment tool – table
External: The client, including the main client team, their managers, and their division director. Typically there are one or two stakeholders identified as your liaison from the client project team.
Internal: Your agency’s top leadership, as well as a traffic manager, accounting department, and executive team members, who all want to see the project run efficiently and profitably.
Internal/Project Team: This is the team at your agency devoted to working on this project, including the account director, program manager (if needed), project manager, and other resources like designers, UX designers, developers, copywriters, and whoever else has the necessary skills to contribute to the project’s success.
Others: These may or may not include the developer community, tech evangelists, tech influencers, and perhaps even end-users who have been waiting for this software update and will likely use it.
Knowing your client base and what social issues they are passionate about is another important consideration when picking a CSR path. If your consumers are mostly women, then it would make sense for you to work with non-profits or social projects promoting women’s rights. This goes for your employees, too. Employee turnover is common in startups, so boost employee morale by giving them the chance to get involved in a non-profit they believe in. A recent study found that millennials see a company’s commitment to social and environmental responsibility as a key factor in their employment decisions. Seventy-five percent of millennials even say they would take a pay cut to work for a responsible company. Ensuring your target audience and your employees share a mutual interest in your chosen cause will inspire your team and keep customers coming back.
focus on short-term survival, resource constraints and their limited influence on authorities, all of which could apply to startups in a very similar vein.