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This lecture was delivered by Prof. Wayne Dunn to students and faculty at McGill University’s Executive Education Program on Corporate Social Responsibility: CREATING VALUE THROUGH COLLABORATIVE SUSTAINABLE DEVELOPMENT. The program, which was organized by McGill’s Institute for the Study of International Development, brought together 40+ mid-career professionals from around the world for an intensive one week program on Corporate Social Responsibility. The lecture, which was based on Wayne Dunn’s 25+ year’s of work in the field, brought together theory and practice to provide students with a set of practical tools and frameworks.
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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 [email protected] 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 [email protected] Desk: +1.250.743.7619