Corporate Social Responsibility Hariyanti NPM 0706310923

What is Good 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 ? 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: 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 masalah-masalah 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: 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 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 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 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 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 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 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 Washington Mutual 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 on-the-job training for high school interns

Cause Related Marketing Corporate Social Marketing Cause Promotions Cause Related Marketing Corporate Social Marketing Corporate Philanthropy Comunity Volunteering Socially Responsible Business Practices Example Dell’s 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 Mc Donald 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

Examples of Cause Promotions Initiatives Corporations Cause Target Audienses Samples Activities Major Partners Wal-Mart The Body Shop Children’s hospitals Animal testing for cosmetic Customern in stores Policy makers Cosmetic industry Customer Employee promotions in stores In store signage printed material badges, petition, labeling on packages public relation, web site Children’s Miracle Network Animal right and advocacy group

Examples of Cause–Related Marketing Campaigns Corporation Cause Apparent Target Audiens The Offer Major Partners Avon and the Avon Foundation Lysol Breast cancer Litter prevention and cleanup wen who buy cosmetics and care about the breast cancer cause Purchasers of household disinfectants and cleaning product Percentage of sales of “pink ribbon” products donated to the Avon Foundation $0,5 donation for spesific Lysol product assosiated with coupon redemption Avon sales representatives Breast cancer research and patiens services Keep Amerika Beatiful

Examples of Corporate Social Marketing Initiatives Corporations Desired Behavior Target Audienses Samples Activities Major Partners Pampers Put infants on their backs to sleep to help prevent SIDS Parents and caretakers “Back to Sleep” logo on newborn diapers SIDS Foundations Health Canada

Examples of Corporate Philanthropy Initiatives Corporations Cause Major Contributions Recipient(s) Major Partners General Electric Outdoor lighting at national landmarks Anti-glare fixtures Grants Yellowstone National Park 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