THE FOUNDATION FOR CORPORATE SOCIAL RESPONSIBILITY IS A NETWORK OF INTERNATIONAL CORPORATIONS ACTIVELY WORKING IN POLAND TO AFFECT POSITIVE SOCIAL CHANGE THROUGH CORPORATE PHILANTHROPY. WE FEED, EDUCATE AND EMPOWER POOR CHILDREN IN POLAND. COLLECTIVELY, WE HAVE FED OVER 5 MILLION HOT MEALS TO SOME OF POLAND’S MOST NEEDY CHILDREN. OUR MISSION IS TO LEAD THE BUSINESS COMMUNITY IN RAISING THE LEVEL AND QUALITY OF CORPORATE SOCIAL RESPONSIBILITY.
September 10, 2012, Vol. 9, No. 26
"The heart has reasons which reason cannot understand."
- Blaise Pascal
It is with great pleasure that we welcome Public Relations firm PROPUBLIC, to the Foundation for Corporate Social Responsibility. We will introduce PROPUBLIC and its CEO Anna Ostrowska to our Foundation members at our Annual CEO Meeting and Breakfast at the InterContinental Hotel on September 28th.
PROPUBLIC was founded in 2001 as an agency that introduces American Public Relations methods and techniques to the Polish marketplace. The agency specializes in creative and comprehensive information management, from audit, through communication strategies and image creation.
Distinctive features of the company’s team are intellectual independence and creativity that allow the agency’s clients to achieve new and challenging strategic goals. The agency comprehensively diagnoses problems, defines aims, develops and implements campaigns, thus building long-term success of brands and ideas.
PROPUBLIC is a fusion of experiences gained while working in business, public institutions, media and in non-governmental organizations. It works in the fields of finance, culture, public relations and advertising. The agency combines the practice of traditional media operations with the know-how of the Internet, and social media.
PROPUBLIC recognizes the need to be socially responsible, and looks forward to working with our Foundation and its members in spreading the cause of CSR nationwide.
For the fifth year in a row, it is my privilege to invite all member CEOs to the InterContinental Hotel for a very special Foundation event. Our Foundation’s Annual Business Breakfast is just around the corner, and the folks at the InterContinental Hotel are all geared up to welcome us on September 28th at 0830. We can guarantee that the food will be exceptional, and the program will be one you won’t soon forget.
We are delighted that the breakfast will once again be hosted by Foundation Member InterContinental Hotel Warsaw. We were very proud to have over 60 CEOs gathered in one room at last year’s breakfast, and seats go very quickly for this very popular event. I took the time to write each member CEO a personal note last week, so if you received an invitation from me, you have a seat reserved. It still might be a good idea to confirm your attendance with us this week.
Our focus this year will be on our 10 year commitment to the CSR cause.
Natalie has been a busy lady these final few days of summer. Our InterContinental office lease came to an end in August, and she’s been working with member company MoveOne to get our Foundation’s belongings safely situated in just the right office location. We looked and looked, and just when we got a bit discouraged, Jeroen van der Toolen, CEO of foundation member company Ghelamco, came to the rescue!!!
We now have a beautiful office in the Bellona Building which is owned by Ghelamco. It is bright and sunny and located just a few steps away from member hotel, Hilton Warsaw. Now, for the best news of all… We will pay 1 zl. per month for this luxury space. Is that a “WOW?”
Now, this is the physical and correspondence address. All invoices and mail should be sent to:
Foundation for Corporate Social Responsibility
ul. Grzybowska 77/ pok.119
Phone: (48)22 605 991 716
Fax: (48) 22 457 0466
Emilii Plater is still our main registration address until we get it legally changed with the Polish government. As with all governmental procedures, this could take some time.
A major thanks to Jeroen van der Toolen, President of Ghelamco, and Piotr Piekarowicz, President of MoveOne Relocations, for this incredible office space.
I shared with our readers last week the need we have for supporters for our “Dreams Come True” English language program. Our goal is to support 250 licenses for the 2012-2013 school year.
The cost of the Dreams Come True program is 140 PLN ($43 USD) per child (license) for the entire school year. Our goal is to have 250 PromiseKids in the program, for a total of 35,000 PLN ($10,606 USD). Such a small amount for such an incredible program.
It was only a few moments after I sent last week’s newsletter that I received an email from Foundation Honorary Trustee John Treuge, indicating that he will once again support 10 PromiseKids in the program. And not long after, I received an email from former CEO of Zywiec in Poland, Chris Barrow, offering to help 10 PromiseKids in the program. Chris, former Foundation Advisory Council Member, is now living in Brazil and is CEO of Heineken Brazil.
We thank you John and Chris for stepping up to bat to help these special PromiseKids. We now need to get supporters for 230 more PromiseKids.
Please let us know if you would like to help support the 2012-2013 “Dreams Come True” program by contacting Natalie Marciniak at 605 99 1716 or at FCSR@chasey.ipgate.pl
5 Tips For Marketing CSR in the Context of Our New Reality
From governance and diversity to environmental stewardship and philanthropy: how does a brand tell its CSR story? Jonathan Yohannan, Executive Vice President, Cone. CSRwire, September 8, 2012
In other words, how crucial is it to promote and market your CSR activities today? What’s changed and how should companies strike the right balance?
Learning from the past
Corporate social responsibility’s evolution has been rapid. Just in the past decade, companies have embraced reporting to appease concerns ranging from activists groups to customers and socially responsible investors, taken to tailored cause marketing campaigns and switched their reporting from dense printed pieces to interactive web experiences with multiple opportunities for stories and compelling data presentation.
Despite all of that, the disparate nature of CSR topics, from governance and diversity to environmental stewardship and philanthropy, has made it difficult for companies to communicate and get credit for their commitments. In particular, it has been challenging to harness the power of employees who are not directly involved in CSR strategy to understand what their employers have been doing beyond distinct cause marketing activities. Similarly for customers, who might be familiar with unique programs but don’t necessarily tie those with the company's history, cultural bend and social/environmental activities.
The Benefits of Marketing CSR: What's Ahead
For years, companies got away with releasing only what was absolutely necessary and nothing more. They claimed that they did the right thing but neglected to communicate their progress. As for their internal audience, the employees, many understand CSR issues and projects to be discreet initiatives, nothing that related to business operations – and therefore worth their time.
Today, however, expectations of customers, consumers, employees, and government officials have risen. Retailers like Wal-Mart, quick service restaurants like McDonald's and leading B2B manufacturers and service providers are pressuring suppliers to deliver on their sustainability goals to drive consistent, efficient and ethically produced products.
Consumers are seeking information on the connection between efficacy, value and sustainability. Prospective employees are looking to work for a responsible company. Even the US Securities and Exchange Commission is taking action by recently requiring transparency and disclosure of conflict minerals in supply chains.
Unless a company begins to brand, communicate and engage with stakeholders in a consistent and effective way, stakeholders will assume the company is doing nothing.
CSR-branded campaigns are helping companies with better marketing leapfrog others with more established and responsible business practices with companies getting credit on sustainability rankings and lists merely for being transparent versus actual performance, which may seem counterintuitive.
What that does mean for business, however, is that a company can easily leapfrog competitors by cohesively telling their CSR story. Today, performance is truly just as important as effective marketing in the marketplace. Here are five tips for marketing CSR in the context of our new reality:
Start Inside: Internal education and engagement is essential for the success of any CSR commitment and campaign. Defining CSR must work for the internal stakeholders based on the reality of business practices, their propensity for risk and desire for leadership.
Brand or Bust: Branding provides a way to tie disparate assets together and provides a framework for key audiences such as employees to contribute and share the company’s story.
Industry Matters: Understanding the material issues of the company are critical. While many companies focus on environment, philanthropy and diversity and inclusion, they may be missing compliance issues or areas that may lead to brand differentiation or leadership.
Efficiently Influence: Focusing on a handful of sustainability or key opinion leaders in the social space can elevate your company’s profile dramatically. Gaining CSR notoriety can provide a halo for an improved reputation and drive core business objectives such as license to operate and sales.
Measure Relentlessly: Know the end game. While CSR is a journey, it must deliver a spectrum of results every step of the way. Understand the urgency in the business and customize your marketing by audience and channel.
About the Author: Jonathan has worked with countless B2C and B2B companies on Corporate Responsibility strategy and communications. He leads the Corporate Responsibility practice at Cone which has been recognized among the top Corporate Responsibility strategy and communications agencies in the United States. Jonathan is also an adjunct professor at Boston University teaching Corporate Communications.
September 28, 2012 - Foundation CEO Breakfast and Annual Meeting will be hosted again by the InterContinental Hotel. Invitations were sent to our Foundation CEOs this past week. If you received an invitation, we have a seat reserved for you for this very popular event.
September 29, 2012 – Netherlands - Polish Chamber of Commerce Rijsttafel Ball to benefit our PromiseKids. Hilton Hotel, 18:00 – 23:00. The Chamber raised 20,000 PLN for our Hot-Meal Program last year, and expects to surpass that number this year. Please make arrangements to attend and support the Netherlands – Polish Chamber of Commerce and our Foundation’s PromiseKids by contacting Elro at email@example.com.
October 1 – December 31, 2012, Hilton Hotel Warsaw to begin “Small Change – Big Difference” Campaign to benefit our Hot-Meal Program for the 2nd year in a row.
October 2, 2012 – Foundation’s Advisory Council Meeting, InterContinental Hotel. The 15 members of our Foundation’s Advisory Council have been invited to attend this important meeting. Much to discuss, and a good time to share ideas.
February (TBA) 2013 – Foundation’s 10th Anniversary Dinner Dance. We are already making plans for the biggest night of the year for our Foundation. We know you won’t want to miss this special time. We thank Hilton GM Remco Norden and his key staff for once again hosting this very special event for us. 2013 is the 10th Anniversary of our Foundation and we will make this Dinner Dance bigger and better than ever. As in previous years, we have reserved tables for our Foundation members.