Katie Rizvi2010, Novotel Hotel, Bucharest

Enabling Communities

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Summary • Incorporating CSR into business strategy – long term • Integrating CSR with competitive strategy • Sustainable competitive advantage – link CSR to the strengths of the business • focus on “shared value” • Ultimately: good for your bottom line• John Holm: Creating a ‘Sustainable’ Competitive Advantage /

Case Study – Libri Book Chain’s Market Entry into Romania Friday

• not only social contribution but positively responding to social problems

Summary • Incorporating CSR into business strategy – long term • Integrating CSR with competitive strategy • Sustainable competitive advantage – link CSR to the strengths of the business • focus on “shared value”• Ultimately: good for your bottom line• John Holm: Creating a ‘Sustainable’ Competitive Advantage /

Case Study – Libri Book Chain’s Market Entry into Romania Friday

• not only social contribution but positively responding to social problems

ENGAGING IN CSR: THE KEY STEPS FOR BUSINESS

• Step 1: Initial Commitment • Step 2: Assess the external

environment and relate it to business

• Step 3: Review the internal structure, strategy, and the plan of actions

• Step 4: Implement • Step 5: Measure and report

results• Step 6: Consult with stakeholders,

including governments and civil societies

Framework designed by the UK Department of Trade and Industry

ENGAGING IN CSR: THE KEY STEPS FOR BUSINESS

• Step 1: Initial Commitment • Step 2: Assess the external

environment and relate it to business

• Step 3: Review the internal structure, strategy, and the plan of actions

• Step 4: Implement • Step 5: Measure and report

results• Step 6: Consult with stakeholders,

including governments and civil societies

Framework designed by the UK Department of Trade and Industry

What kind of partner is the NGO looking for?

The Center for Corporate Citizenship at Boston College, 2001

What kind of partner is the NGO looking for?

The Center for Corporate Citizenship at Boston College, 2001

What kind of partner is the NGO looking for?

• A company w/ gd reputation• Experienced CSR staff• CSR budget match expectations of outcomes• Shared values• Clear direction / prevent diluted impact• Willing to consult specialists in field of chosen

engagement • Functionality within company (NGO not to ‘pay’ for

firm’s incompetence / avoid frustration in the course of the partnership)

What kind of partner is the NGO looking for? cont.

• Respect and care for all stakeholders (customers, investors, employees, suppliers…)

• Respectful of NGO in partnership • Professional in all

communications/exchanges/deliveries/expectations, in course of the collaboration

• Genuine interest in the particular social problem (will develop into passion)

Identifying the right cause

• It’s a good match for your core competencies• It’s good for your stakeholders• It’s good for …..

• ……your bottom line

Identifying the right cause

• It’s a good match for your core competencies• It’s good for your stakeholders• It’s good for …..

• ……your bottom line

AND:• It’s responding to an actual need!

Identifying social gaps

• In Romania, what would they say are the needs ?

Identifying social gaps

• In Romania, what would they say are the needs ?

• Education – Health – Environment

Identifying social gaps

• In Romania, what would they say are the needs ?

• Education – Health – Environment • How do you chose?

Identifying social gaps

• In Romania, what would they say are the needs ?

• Education – Health – Environment • How do you chose?

•

Case Study 1.the NGO perspective

Danone Romania • Independent public health

consultant • Comprehensive look at

problem• Not for a PR picture – literally• Interested for the long term• Genuine interest in NGO’s

approach / expertise • Soft start with employee

involvement on program delivery-beneficiary front

Little People Romania • PTC! Ethical – not exploitative • Comprehensive view of

health problem• Patient reach at national level

ok, but need capacity growth • Specific strategy already in

place – professionalism • Not new in the field • WTW versus TTT• Has multiple resources

Case Study 1.the NGO perspective

Results of collaboration

• Patient support services extended to new cities• Double number of children / teenager / parent

beneficiaries after one year• Triple over two years • Press conferences• Exhibitions / visibility in main children cancer

centers around country• Active promoter of company brand and CSR

program logo on varied campaign products • Reach includes medical society /universities /

local authorities / national, international audiences

• Parent guide • (Other key results in Danone positioning

themselves as leaders in innovative approach of childhood cancer care …)

NGO’s competency beyond funding

• Within two years all children in Romania with cancer have access to services that will increase chances of survival

• Geographic patient reach: Collaboration with all 12 children oncology units in 9 cities, operational bases in 4 strategically chosen cities (80% patient reach)

• NGO developed awarding winning campaigns - nationally and internationally all of which has provided Danone increased exposure (despite not funding the campaign directly) – Lance Armstrong Foundation– Romanian PR awards

• Patient advocacy work (500% growth in three years) • International recognition for NGO’s expertise –

Romanian export (!)• Attracting resources for new, innovative projects to

enhance quality of services

Lance Armstrong Livestrong Movement

“The Little People Association is a leader in the fight against cancer in Romania through its efforts to

empower teenage cancer survivors caught between the worlds of pediatric and adult cancer,” said Doug Ulman, President and CEO of the Lance Armstrong Foundation. “The Association’s YOU CAN TOO! Campaign has been

instrumental in taking action to improve the survival rates of this demographic. As teenage survivors visit

patients in hospitals across Romania, they offer critical support and encouragement to their peers fighting

cancer,” Ulman said. “The Lance Armstrong Foundation applauds these acts

of hope, courage and perseverance”.

Lord Mayor of the City of London

Awards It’s always nice to win something

For Excellence in Community actions

PR awards Romania The Poti Si Tu campaign started

with 400 Euros investmentIt has gone on to generate

20,000 Euros within 10 months

More importantly the Campaign has reached every

child, teenager and their immediate families in Romania

effected by cancer.

The world’s best volunteersAwarded to Little People volunteers

for 2007 – 2008 – 2009 by the International

Paralympic Committee

for RITTO, Romania’s largest International annual sporting event.

www.RITTO.ro

Case Study 2.the NGO perspective

Innovative market reach through CSR

12 days of Christmas Company’s DNA to reach communityProfit increase through CSRWord-of-mouth modelNumbers to be shared by john FridayNGO contribution:

Skilled and passionate volunteers – largest student volunteer reachpress contacts + added press cov. On special events Theatres and other partners identified / engaged Access to schools / teachers / pupilsAccess to health facilities identifying disadvantaged groups Identifying needsKnowledge of beneficiaries / Innovative and creative ideasMatching resourcesHarry Potter book launch NGO volunteers – employees good working relationship

Employee Participation-sharing the passion

PricewaterhouseCoopers• Finances • Employee volunteers (80)• 1 day given by management• Press

NGO• Identifying need • Logistic organization + Project manager • Contacts • Press

E-on Romania• Financial commitment to

the cause from the beginning

• Renewed loyalty • Media-support • Employee involvement

RITTO 2007,2008,2009,2010• Largest annual international sporting

event of Romania• Risky CSR domain – disability • Well communicated• Best organised event & disability sport

volunteers on the global Paralympic calendar each year

• Local authorities + Embassy + British Council involvement

• Community reach: 700 high school volunteers support event

• A showcase disability event, a powerful tool in changing public mindsets

• Changing the image of disability

Employee Participation-sharing the passion

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Enabling Communities

• When picking a CSR direction are you responding to a need the community has or are you making it worse

• Review your motivation - are you seeking a PR quick fix or photo opp or are you building a long term partnership that will benefit the community and your bottom line in the long term

• CSR can enable communities / fill social gaps in Romania – is yours ?

Katie Rizvi Asociatia Little People Romania

katie@thelittle-people.org0040-745-821-573

www.thelittlepeople.rowww.temerariiclub.ro

www.potisitu.ro