Corporate Social Responsibility
Hariyanti
NPM 0706310923
What is Good
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Corporate social responsibility, corporate
citizenship, corporate philanthrophy, corporate
giving, gorporate community
involvement,community relations, community
affairs, community development, corpo
responsibility, global citizenship and corporate
social marketing
Corporate social responsibility is commitment to
improve community well being through
discretionary business practices and
contributions of corporate resources.
Corporate social initiative are major activities
undertaken by a corporation to support social
causes and to fulfill commitments to corporate
social responsibility
What are the trends
1) increased
corporate giving, kenaikan dana amal
dari perusahaan
2) increased corporate reporting on social
responsibility initiatives, merupakan cara untuk
praktek-praktek bisnis yang transparan,
pengukuran kinerja dan benchmark untuk
laporan dimasa y.a.d
3) the establishment of a corporate social norm to
do good, beberapa contoh dari Amerikan
Expres, Dell, Kellogg, Hewlett-Packard, Mc
Donald dan Nike
4) an apparent transition from giving as an
obligation to giving as a strategy; the traditional
approach to fulfilling an obligation, the new
approach to supporting corporate objectives as
well
Why do good ?
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Increased sales and market share
Strengthened brand positioning
Enhanced corporate image and clout
Increased ability to attract, motivate,
and retain employees
Decreased operating cost
Increased appeal to investors and
financial analysts
Corporate Social Initiatives
Six social initiative:
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Cause promotions
Cause related marketing
Cause social marketing
Corporate philantropy
Community volunteering
Socially responsible business
pratices
Cause promotions
Sebagai bagian dari inisiatif sosial perusahaan,
perusahaan menyediakan pendanaan sebagai
salah satu jenis kontribusi, atau sumberdaya
perusahaan lainnnya untuk meningkatkan
perhatian dan kepedulian terhadap masalahmasalah sosial atau mendukung pengumpulan
dana, partisipasi atau pengerahan sukarela.
Sebagai contoh The Body Shop promoting a ban
on the use of animals to test cosmetics
Elemen intinya adalah promosi secara alami
dengan strategi utamanya adalah komunikasi
yang persuasif
Corporate Cause
Promotion
Corporate cause promotion umumnya
menfokuskan pada tujuan komunikasi, antara lain:
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Membangun perhatian dan kepedulian;
Membujuk orang untuk mencari lebih informasi;
Membujuk orang untuk memberi waktu, uang dan sumber
non finansial lain serta berpartisipasi dalam kegiatan yang
terkait dengan CSR.
Corporate Cause Promotion terkait dengan
Marketing, dengan manfaat ; memperkuat brand
positioning dan brand preference, meningkatkan lalu lintas
dan loyalitas pelanggan,menyediakan rasa nyaman pada
pelanggan untuk berkontribusi dan berpartisipasi,
menyediakan kesempatan untuk pegawai untuk terlibat
pada hal-hal dimana mereka peduli, membangun kemitraan,
memperkuat corporate image
Cause Related Marketing
Komitmen perusahaan untuk berkontribusi
atau mendonasikan persentase
penerimaannnya pada masalah spesifik
berdasarkan penjualan produknya. Biasanya
hal ini dilakukan pada periode tertentu,
produk tertentu dan untuk jenis amal
tertentu. Untuk skenario ini banyak
perusahaan yang bekerj sama dengan
organisasi non profit.
Contoh, Comcast mendonasikan $4.95dari
biaya instalasi untuk setiap pemasangan
Internet dgn kecepatan tinggi.
Cause Related Marketing; making contributions to
causes based on product sales
Ruang lingkup partisipasi corporate pada
CRM cukup besar ada beberapa tipe yaitu :
sejumlah tertentu dari masing-masing product
yang terjual, aplikasi atau account yang dibuka,
persentase dari penjualan atau transaksi, dan
persentase dari net profit.
Potensial Corporate Benefit : menarik pelanggan
baru, meningkatkan pendanaan,menemukan
ceruk pasar baru, meningkatkan
penjualan,membangun kemitraan,membangun
positive brand identity
Corporate Social Marketing
Dukungan perusahaan pada pembentukan atau
implementasi perubahan perilaku yang
dilakukan melalui kampanye yang ditujukan
untuk meningkatkan kesehatan publik,
keamanan lingkungan atau kesejahteraan
masyarakat.
Fokus Corporate social marketing adalah
Individual behaviour change
Contoh, usaha Philip Morris mendorong para
orang tua untuk bicara dengan anak-anaknya
tentang penggunaan tembakau
Potential Corporate Benefit
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Supporting and brand positioning
brand position adalah kesan, persepsi dan perasaan
konsumen terhadap suatu product dibandingkan
product kompetitor lainnnya
Creating brand preference
Building Traffic
Increasing Sales
manfaat yang paling menarik yang dimungkinkan dari social
marketing initiative
Improving profitability through reducing cost
Attracting enthusiastic and credible partners
Having a real impact on social change
Corporate Philanthropy
Kontribusi langsung dari perusahaan
untuk kegiatan amal, seringkali dilakukan
dalam bentuk tunai, donasi, atau jasa
lainnnya. Inisiatif ini merupakan cara yang
paling tradisional dari semua cara-cara
aksi sosial perusahaan. Sejak lama cara ini
digunakan, namun akhir-akhir ini didekati
dengan pendekatan yang lebih strategis,
pilihan fokus yang berbeda dan aktivitas
philantropis dipilih yang mendukung
tujuan bisnis perusahaan.
Jenis-jenis program untuk
Corporate Philanthropy
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Providing cash donation
Offering grants
Awarding scholarships
Donating product
Donating services
Providing technical expertise
Allowing the use of facilities and
distribution chanels
Offering the use of equipmentnt
Potential Benefit
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Building repution with respected organizations
(ex.Con Agra Food and feeding hungry children)
Creating Community Goodwil and national
Attention( ex. GE memberi penerangan pada taman
nasional)
Strengthening the Corporations Industry ( The New
York Times supporting Journalis and Journalism,
education, culture, environment and sevices)
Building and Securing a Strong Brand Position ( ex
Kenneth Cole)
Having an Impact on Societal Issues in Local
Communities ( The General Mills Foundation and
Youth Nutrition and Fitness grants)
Community Volunteering
Perusahaan mendukung dan mendorong,
pegawai, mitra ritel, anggota franchise
untuk memberikan waktu mereka secara
sukarela untuk mendukung organisasi
masyarakat lokal dan masalah-masalah
mereka. Kadangkala dilakukan bermitra
dengan organisasi non profit
Contohnya pegawai Shell yang bekerja
sama dengan The Ocean Conservasi untuk
kegiatan membersihkan pantai
Potential Benefit
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Building Genuine relationships in the
Community
Contributing to Business Goals
Increasing Employee Satisfactions and
Motivation
Supporting Other Corporate initiatives
Enhancing Corporate Image
Providing Opportunities to Showcase Products
and Services
Socially Responsible Business
Practices
Perusahaan mengadopsi dan berlaku memberikan
keleluasaan memilih praktek-praktek bisnis dan
investasi yang mendukung untuk meningkatkan
kesejahteraan masyarakat dan menjaga
lingkungan.
Contoh, Starbuck yang bekerjasama dengan
konservasi internasional untuk mendukung
petani meminimalkan akibat lingkungan lokal
mereka
Common Activities Socially Responsible
Business Practices
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Designing facilities to meet exceed environment and safety
recommendation and guidelines
Developing process improvement
Discontiniung product offering that are considered harmful
Selecting suppliers
Choosing manufacturing and packaging materials
Providing full disclosure of product materials and their origin and
potential hazards
Developing program to support employee well being
Measuring, tracking and reporting of acountable goals and action
Establishing guidelines for marketing
Providing increased acces for disabled population
Making decisions regarding plant, outsourcing and retail location
Potential Corporate Benefit
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Decrease operating cost
Increase Community Goodwill for the
Corporation
Creates Brand Preference with Target
Market
Builds Influential Partnership
Enhance Employee Well Being and
satisfaction
Contribute to Desired Brand Positioning
Corporate Social Initiatives
Cause Promotions
Cause Related
Marketing
Corporate Social
Marketing
Corporate
Philanthropy
Comunity
Volunteering
Socially
Responsible
Business Practices
Description
Supporting social
cause through
promotional
sponsorships
Making contribution
or donating a
percentage of
revenues to a
specific cause based
on product sales or
usage
Supporting behavior
change campaign
Masing direct
contributions to a
charity or cause
Providing volunteer
services in the
community
Adoping and
conducting
discretionary
business practise
and invesment that
support social cause
Example
WaMu sponsors
teacher recruitment
programs
The WaMoola for
Schols program ties
supporty for local
schools to Visa
Chek Card usage
WMU sponsors bank
days at elementary
school where parent
and team volunteers
work with students
to open savings
accounts and make
regular deposit
WaMu awards
cash grants to
fund professional
development of
teacher
WaMu support
employees to
voluenteer in
classrooms and
spruce school
grounds
WaMu provides onthe-job training for
high school interns
Washington
Mutual
Example
Dell’s
Example
Mc Donald
Socially
Responsible
Business Practices
Cause Related
Marketing
Corporate Social
Marketing
Corporate
Philanthropy
Comunity
Volunteering
Dell sponsors
efforts to collect
used computers
for donation to
local non profit
and public
agencies
Dell offers 10 % off
selected new
product when up
to three used
product are recycle
online
Dell offers free and
convenient return
of used printers for
recycling or reuse
Through Dells
direct giving
program with
employees,
employee
donation are
made to Earth
Share which
support multiple
environmental
projects
Dell employees
around the globe
participate in
Global Community
involvement week
each September
including activities
such as park
cleanup
Dell creates
product design
programs with
specific
environmental
guidelines, policies
and goals
McdDonald
sponsored the
Olympic Youth
Camp program
held in 2000 in
Sidney, Australia
Mc Donald
earmarked $1 for
children from the
sale of Big Macs
and other item on
World Children’s
Day
McDonald’s
promotes timely
childhood
immunizations
Ronald Mc
Donald House
offers place to
stay for families
with seriously ill
children
Mc Donald’s
provided meals for
profesional and
volunteer at
September 11
disaster sites
McDonald’s
changed to
recycled content
packaging and
reduced packaging
materials
Cause Promotions
Examples of Cause Promotions Initiatives
Corporations
Cause
Target Audienses
Samples Activities
Major Partners
Wal-Mart
Children’s
hospitals
Customern in
stores
Employee
promotions in
stores
Children’s Miracle
Network
The Body
Shop
Animal
testing for
cosmetic
Policy makers
Cosmetic industry
Customer
In store signage
printed material
badges, petition,
labeling on
packages public
relation, web site
Animal right and
advocacy group
Examples of Cause–Related Marketing Campaigns
Corporation
Avon and the
Avon
Foundation
Lysol
Cause
Breast
cancer
Litter
prevention
and
cleanup
Apparent Target
Audiens
wen who buy cosmetics
and care about the
breast cancer cause
Purchasers of household
disinfectants and
cleaning product
The Offer
Major Partners
Percentage of sales of
“pink ribbon” products
donated to the Avon
Foundation
Avon sales
representatives Breast
cancer research and
patiens services
$0,5 donation for
spesific Lysol product
assosiated with
coupon redemption
Keep Amerika Beatiful
Examples of Corporate Social Marketing
Initiatives
Corporations
Pampers
Desired
Behavior
Put infants on
their backs to
sleep to help
prevent SIDS
Target Audienses
Samples Activities
Parents and
caretakers
“Back to Sleep”
logo on newborn
diapers
Major Partners
SIDS Foundations
Health Canada
Examples of Corporate Philanthropy Initiatives
Corporations
General
Electric
Cause
Outdoor
lighting at
national
landmarks
Major Contributions
Anti-glare
fixtures Grants
Recipient(s)
Yellowstone
National Park
Major Partners
Yellowstone
Foundations
National Parks
Services
Examples of Socially Responsible Business Practices
Corporations
Cause
Target Audienses
Samples Activities
Major Partners/Others
Coca-Cola
HIV/AIDS
Employees with
HIV and AIDS
Education policies
UNAIDS Goverments
Pharmaceutical
suppliers
Starbucks
Protecting
tropical
reinforests
and supplier
relations
Suppliers/farmers
Employees
Developing
guidelines Training
New coffe product
Convervation
International
10 Recommendations for corporate support
1. Start by developing a list of social issues that your
organization or agency is currently charged with
supporting and that would benefit from additional
resources. Be spesific
2. Identify a short list of corporations that these social
issue might have connection with, something that
relates to their mission, product and services, customer
base, employee passion and communities where they do
business
3. Approach corporation and/or their communication
agencies and find out more about their interests and
experiences relate to supporting social activities
4. Listen to their business needs
5. Share with them the social issues your
organization support, the initiative you are
considering or engage in, and your strength
and resources.
6. Prepare and submit a proposal to those
corporation most interesed in your social issues
7. Participate in developing an implementation
plan
8. Offer to handle as much of the administrative
legwork as posible
9. Assist in measuring and reporting outcomes
10. Provide recognition for the corporation’s
contribution, in ways preferred by the company