Measuring and managing CSR in difficult times

MANILA, Philippines - Corporate social responsibility (CSR) is something Filipino companies are not new to. Operating in a country where poverty is so pervasive, companies have been moved by their social conscience to undertake CSR programs on their own. Although these programs have helped improve the lives of many, sustaining these remains uncertain, especially during times of economic difficulty.  

Companies, though, cannot stop giving back to the community and society at large. CSR Asia, a social enterprise whose agenda has allowed it to work closely with organizations across the region, believes that CSR programs are particularly significant given the current financial crisis. “We must recognize that CSR programs are perhaps ever more important now given the economic situation,” said Richard Welford, CSR Asia chairman. Poverty levels are up, and elsewhere, people are looking to organizations for help and direction.

Unfortunately, companies - thinking of survival - are slashing funds for CSR. Welford stressed, however, that “good CSR programs do not necessarily require large amounts of money. Businesses have other resources that they can contribute, including staff time, management expertise, equipment and organizational capacity.”

Among companies with reduced resources for CSR programs, effort should be taken to channel these resources to make existing programs more effective, Welford said. Companies should also “build on the skills that already exist within communities.”

An effective CSR program, said Welford, “matches the needs of communities to the capabilities and resources that a business can provide.” To do so, it would be necessary to engage stakeholders in assessing their needs, and eventually build on the skills and capacity that already exists in communities.

These CSR programs also have to be assessed properly. “Effective programs are measured to ensure that they meet their aims and to ensure that we learn lessons from what works best. Effective programs are also communicated so as to demonstrate a business case for CSR,” said Welford.

To demonstrate the business case for CSR, CSR Asia and EON The Stakeholder Relations Firm are holding CSR: The Manila Forum with the theme “Making an Impact: Measuring and Managing Your CSR in Difficult Times” on May 28, at the Ascott, Makati. The conference will focus on helping companies ensure that their community investments are strategic and effective, in the process allowing them to increase their returns on their community investments.

For more information, visit http://www.eon.com.ph/csr-manilaforum/home.php.