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Just Good Business
by Kelley McElhaney
The Strategic Guide to Aligning CSR and Brands
What To Do On A Monday Morning
The Importance of Planning
A Plan can:
1. Guide you to the right decision
2. Proactive not Reactive
3. Positive Impact
8 Steps To Making A Plan
Step 1 - Select a point Person – CSR Manager Accountability Efficiency Communication
Step 2 – CSR Current Assessment (Internal) Assess past and present CSR operations Map them to core competencies and objectives Look for gaps
Miss opportunities Vulnerabilities
Market Research and Team
Step 3 – External Analysis Issues of Industry Best Practices Most Spectacular failures Find the Sweet spot
Step 4 - Create a Team From all parts of the business
Step 5 – Build a Strategic Plan Brainstorm Clear goals Realistic
Sell The Plan
Step 6 - Get everyone on board
Step 7 – Measure, Report Communicate
Step 8 - Tell your CSR story components
7 Steps To Mitigating Risk
CSR - Risk are High
Companies are held accountable for:
What they do
And what they commit to
Don’t Jump the Gun
Step 1 – Plan1. Develop substance
2. Develop a Plan
3. Communicate
Step 2 – Simple Consistent Message
Easy for Consumer to understand
Cont’d Step 3 – Start Small and
Focused Small wins and low hanging
baskets Early Success
Step 4 – Persevere Stick to the plan eve if its tough
Step 5 – Engage Critics Respond Be transparent Welcoming
Allies
VOICE OF NGO’s
BE PROACTIVE
Measure Smart
‘In God We Trust, All Others Bring Data.’
Quote by W.E.Deming
Smart Measuring
Don’t try to measure everything
Metrics and CSR
Few Metrics and Few Topics
What Metrics? Input
Eg Employees time, Money given away
Company E.g Sales Growth, New
Market entrance
Social and Environmental Few Plastic bags Decrease in Energy use
Measuring
Focused And Simple
CSR Is Essential A good CSR report can add value to your
business through:
Brand Leverage
Attraction of talent
Direct Communication with Customers
CSR - A Must Have Essential to All businesses
because
Customers demand it.
Competitors are doing it.
Governments demand it.
Employees demand it.
The Bond of Trust
‘The only Thing necessary for the triumph of evil is for good men and women to do nothing’
Edmund Burke
What You Should Do On A Monday Morning