.Corporate Social Responsibility for Non-Profit Organizations
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CSR Communications Plan Wanda Barquin Magnificat Corporate Social Match
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Transcript of .Corporate Social Responsibility for Non-Profit Organizations
CSR Communications Plan
Wanda Barquin
Magnificat Corporate Social Match
Background Non-Profit:
● Start-Up (NGO)● Facebook page● Press Release early August
Aims to:
Assist large corporate and public enterprises to develop their social responsibility initiatives and the related marketing communications strategies.
Provide strategic communications advice to small and mid-size companies, governments, and non-profit organizations.
Transform a brand into a socially responsible leader by maximizing a company or organization’s value of CSR and philanthropic efforts.
Competition
Non-profit, For-profit Companies & Foundations aim to establish a significant presence in combating community’s issues • B-Corporation• Causecast• Thomson Reuters
Organizations focus on undertaking corporate volunteer programs & preparing people to address social issues• U.S. Volunteermatch• U.S.& L.A. Atlas Corps
Only facility developed by the community that provides families shelter and offers longer-lasting solutions.
Goal: Do Good, Do Better
Lindsay deCastrique
Why does this say "To Lindsay"? Am I doing this slide?
bm812
This is Wanda. Wanda, please confirm
• Human rights• Labor practices• Environment• Fair operating practices• Consumer issues• Community involvement• Development
ISO 26000 CSR Guidelines
Walk the Talk = BUILD TRUST
Measure Impact in Community = BE TRANSPARENT
Establish Best Practices = HELP OTHERS
Partner (NGOs, Gov’t, Assoc.) = SHARE GOOD NEWS
WHY?
• Employees• Customers• Companies • NGOs/Policy Organizations• Mentors/Potential Donors #collaborate• Media
Major NewspapersBusiness JournalistsHuman Interest Reporters
Key Publics
HOW? Simple Plan
Governance (Accountability/Transparency/Stakeholders) • Engaging Annual Report • Board of Directors• CSR across Departments• Management Evaluated on Targets Working Conditions (Ethical Behavior/Rule of Law)• Corporate Volunteerism• Employees Allowed to Participate in Blogs• Managed by Objectives
HOW? Simple Plan
Environment: • Recycle
Community:• Partner with local associations to Share Free
Podcasts/1 minute videos w/Best Practices• Civic Engagement (10% Pro-Bono NGOs)• Giving (5% profits)
TACTICS: Tell Our Story!
Website & Google
Hangouts
Influencers MediaOutreach
Social Media
Communities #DoGoodDoBetter
Q&A
NGOsBusiness Leaders
FoundationsPolicy Associations
Brand Ambassadors/Mentors
Press RoomMedia Pitches
BlogosphereFacebookLinkedInTwitter
YouTube Channel
SWOT
WebsiteMedia
OutreachSocial Media
STRENGTHS
“Early adopter”
Clear understanding of CSR requirements
Help Others w/“Best Practices”
Staff w/marketing decision-making experience
OPPORTUNITIES
Showcase company’s CSR benefits
Increase CSR reporting gradually
Share own process of aligning firm’s DNA w/ social impact programs
Highlight benefits of CSR predictability
Better reputation/image
WEAKNESSES
No brand recognition
Little trust in value proposition
No defined target market
Lack of specific core areas of expertise
No established contacts and clients
No sustainable revenue stream yet
THREATS
Resistance to adopt CSR policies
Value of CSR issues not readily understood across the market
Inconsistent CSR communications
