aligning interests: csr, social enterprise and beyond

Aligning InterestsCSR, Social Enterprise & Beyond

Wayne DunnPresident & FounderCSR Training InstituteProfessor of Practice in CSR @ [email protected]

Saturday, Oct 4th, 2014

Calgary, AB CANADA

mailto:[email protected]

http://www.csrtraininginstitute.com/

Calgary, AB CANADA – Oct 2014

Should businessserve shareholders? Should business

serve society?

We help it to do both. Simultaneously

ConsultingAdvisory servicesTrainingCSR events

StrategyProject reviewCSR diagnosticsCustom workshops

Partnership developmentStakeholder engagementExecutive programsCSR communications




CSR, Social Enterprise & BeyondValue for shareholders AND society




Session Objectives / Agenda

• CSR: Simple but not easy: Develop some common understanding around Corporate Social Responsibility

• Aligning Interests: Self-interest, the sustainable common denominator

• Some examples: 2 mainstream / 2 social purpose• Guinness Ghana • Scrimshaw Artworks• Shea Butter Market• Baraka Supplies

• Discussion

Value for shareholders

ANDsociety



CSR/Community Relationsin the OLDEN DAYS

Policies & Good Intentions

Solving Social Problems

Suddenly communities could influence how, or if, a project could proceed.

Business had a new challenge to figure out

CSR in the OLDEN DAYS (cont)

Community Relations Management

Framework

Plan

?Results?

System

CSR: Compliance / Strategic

Compliance

• Internal codes

• External codes & guidelines

• Global norms

• Reporting protocols

• CSR Laws & regulations

• Often zero sum

Important, but tend to establish a ceiling. Everyone targets minimum required (who volunteers to pay more tax?)

Strategic

• Room for innovation & creativity

• More challenging, even overwhelming (blank slate fear)

• More room for value creation (make bigger pie)

• More fun and interesting (for me anyway)

Both are important. Some balance between the two is ideal




CSR: Simple, but not easy

Sometimes even confusing




CSR: Simple, but not easy

What’s in itfor me?

Aligned with

What’s in itfor you?




CSR: What’s In It For Me?Does CSR make sense without self-interest?

Key issue is value alignment:

Value propositions that align shareholder interests with those of other stakeholders



CSR Pie, No Matter How you Slice It


CSR: If not Value, then what?




CSR: If Value, then How?

• Shareholder Value• Stakeholder Value• Environmental Value• Community Value• Distributed Value• Shared Value• Retained Value• Sustainable Value• Social Value• Cultural Value

• Organizational Value• Created Value• Lost Value• New Value• Reputational Value• Value Continuum• Value Sustainability• Value Creation• Value Proposition• Value Efficiency




Guinness Ghana• Input cost pressure, Declining local currency made

imported inputs costly and risky

• Crowded and competitive marketplace (lots of other beverage/alcohol producers)

• Reputational issues

• CSR outreach had been traditional (grants, donations, small scale, ad-hoc)




0%

10%

20%

30%

40%

50%

60%

70%

F12 F13 F14 F15 F16 F17

PERCENTAGE INCREASE IN LOCAL CONTENT BY WEIGHT

2012 – 12% local content by weight

2014 – 38% local content by weight




Guinness Ghana

Increasing local raw materials

Reduce forex exposure / managing cost

Lower input costs (theoretically)

Provide value to communities

Provide differentiation in the marketplace

Provide connection with communities and consumers

Support national and community economies

Provide framework for further community investments

Overall brand and reputational capital value



Guinness Ghana




Scrimshaw Artworks• Hobby to a business• Creating allies• Creating cash-flow• Aligning interests• Creating & leveraging value • $3 cost: Up to $5,000 value




RCMP Foundation Series




And the winner is• Over $10,000,000 raised

through donations of prints and artwork

• Over $1,000,000 cash contributed through co-published prints

• Over $300,000 for RCMP Foundation alone (19 prints)

• 65% of prints are co-published with charities

• Glen built comfortable life from a passionate hobby

www.glenscrimshaw.com



http://www.glenscrimshaw.com/


Shea Butter Market

• Passion for people and communities (esp Ghana)

• Passion for Shea Butter

• Passion for people and deveopment



Calgary, AB CANADA – Oct 2014 www.sheabuttermarket.com



http://www.sheabuttermarket.com/


• Started to supply shea butter to Shea Butter Market

• Worked closely with women, families and communities to support development

• Built brand identify around development and connection to community

• People loved the story and wanted to buy the product

• Started carrying baskets at request of customers

• Over 50% of customers say community work and connection was key to their decision to purchase from Baraka

• Many use Baraka’s work to help market their own products

www.barakasupplies.com



http://www.barakasupplies.com/


• 260 children• Fabric purchased from local market• Used local tailors• Donated school supplies to all children• Done in partnership with San Diego client

School Uniforms

www.barakasupplies.com / www.sheabuttermarket.com






• Over 20 girls sponsored for high school

• 2 sponsored in college

• 1 (young man) doing Masters in Development

• Direct sponsorship by friends and customers

Girl Child Education







• Over 150 women trained and supported

• Trainer trained and supported

• Now used by other development projects and training hundreds more

Income Generation







• Partnered with Vancouver Island School

• Uniforms, balls, equipment FUN

Youth and Sports




• Led by tree planers / volunteers from Canada

• Raised money from their colleagues

• Partnered with local interests

Tree Planting







Session Objectives / Agenda

• CSR: Simple but not easy: Develop some common understanding around Corporate Social Responsibility

• Aligning Interests: Self-interest, the sustainable common denominator

• Some examples: 2 mainstream / 2 social purpose• Guinness Ghana • Scrimshaw Artworks• Shea Butter Market• Baraka Supplies

• Discussion

Value for shareholders

ANDsociety




20% Discounts!

Shea Butter Marketwww.sheabuttermarket.comDiscount Code SNEP014

Scrimshaw Artworkswww.glenscrimshaw.comDiscount Code WD66

www.BarakaSupplies.com

Shea Butter & Bolga Baskets

20% off all products

Enter code Soul at checkout




http://www.glenscrimshaw.com/



Questions/Discussion

Follow-up questions

Wayne [email protected]



mailto:[email protected]
