DIY CSR
Sometimes, instead of donating to existing worthy causes, companies identify a need and create projects to fill that need. Panasonic's Kids Witness News program lends kids video cameras and other equipment necessary to make their own videos. Around 10,000 children from more than 650 schools in 26 countries and regions around the world participate in Kids Witness News. By giving kids the ability to make their own videos, Kids Witness News allows children from Singapore to Russia to the U.S. to express their own points of view.
On the Kids Witness News YouTube channel, people can see Russian children testing water quality for their fish, or Chinese school children exploring bullying and classroom social dynamics. One video featured a high-school student from Singapore who conducted a social experiment on water conservation. Over the course of 30 days, he challenged himself to use only 27 liters of water a day. Not only are these students developing their creativity and communications skills, they are also lending a voice to issues that are important to them — such as water conservation.
However, not all meaningful programs require multinational funding or global reach. Some creativity, knowledgeable partners and a little heart go a long way. Planet Technology, a medium-sized R&D, marketing and outsourcing enterprise in Taiwan, received local recognition for its commitment to CSR, from environmental site cleanups and trash sorting, to running an after-school activity program for children.
One of its CSR initiatives focuses on children's education. The first of its kind in Taiwan, its education trust is comprised of 10 percent of the money raised from the company's IPO in 2004. After looking at community issues, Planet Technology found a community need it could do something about. The solution was services for disadvantaged children who, due to broken home lives, get caught up in drugs, gangs and end up struggling throughout their lives. These children were broken down into different categories depending on whether they were from financially struggling families, and whether the children had suffered from neglect, or physical and emotional trauma. Depending on their individual situation, children are given counseling services and homework assistance to help them catch up and adjust in school. These children also participate in group activities to teach them how to socialize with other children. “The cause of each child's problems is different, and their needs are unique. Therefore, we need to use different ways to help each of them,” said Christine Hsu, VP.
Hsu recognized that the company itself did not have the expertise to teach and counsel these children, but it knew there were nonprofit organizations that did have the expertise. Planet Technology uses its business know-how to coordinate these different groups and run this program. A stone's throw from the company, this program is small and local but makes a big difference in the lives of those children.
Outcomes
CSR helps to distinguish a company as “good.” It personalizes a company. Mobotix found CSR helpful for establishing their presence in the Americas. Gorski said, “Since Mobotix is still fairly new to the Americas market, it is important for us to get involved with local initiatives, and support our customers and partners when possible.”
CSR may help attract and retain talent. The younger generation has been raised with values of respect and tolerance. Concepts of environmentalism, philanthropy and respect of different peoples and cultures have been engrained from an early age. As a result, many youth want to work for companies that do good in the world. Not only do they want to earn a paycheck; they want to contribute positively to the world at the same time.
CSR can also be fun. Often, CSR initiatives that involve employees can give them a chance to bond over a common cause. i3 found that some of its CSR efforts boosted company morale. Baba said, “We enjoy seeing the competitiveness between some teams or between individuals to be the best ‘giver.' Among our sales people, there is often banter back and forth encouraging to give more.”
Sometimes, CSR initiatives lead to unexpectedly positive outcomes, such as new business opportunities. This is exactly what happened with Cisco Systems, when it lent a hand after the Sichuan earthquake in 2008. After the earthquake, Cisco decided to step in and started the Connecting Sichuan project. During this project, Cisco used its IT expertise to put 60 million insurance records online, build 21st century classrooms for 135,000 students and technologyenabled 60 health care and 102 educational organizations.
Aravind Sitaraman, President of Inclusive Growth, Cisco Systems, said, “The goal of the project was to create and deliver innovative solutions in health care and education that could be scaled and replicated throughout Sichuan, as well as other parts of China and beyond.” The productive project was concluded in June 2011 and was the first public-private partnership between an American business and the Chinese government.
Given the economic outlook for 2012, many may consider adjusting their CSR strategies. Baba commented on how i3 adjusted its CSR policies. “Even in recent years, i3 has continued to support causes by asking staff to donate time and energy as opposed to money,” she said.
Companies just getting started should start small. Planet Technology's disadvantaged education and counseling program took seven years from the program's inception, with continual adjustments, to bring the program to where it is today. “Don't think too much about trying to change the entire world,” Hsu said. “Just focus on small, meaningful contributions you can make within arm's reach. Just do it.”