Logo: Response: Corporate Social Responsibility
Image: CSR Circle
Evaluation Aims & Objectives
Aims:
To understand the impact of a company’s CSR initiatives
To understand how a company’s CSR initiatives are perceived by their stakeholder groups and others
To gain an understanding of how a company’s CSR performance compares to that of its peers
Objectives:
To evaluate how CSR initiatives are perceived by the following stakeholder groups:
- staff
- customers
- community partners
- shareholders
- suppliers
To assess how other significant groups perceive CSR initiatives including:
- the general public
- opinion formers:
- city analysts
- the media
- experts from the financial and community affairs sectors
To measure the impact that community programmes have in relation to its beneficiaries (outcomes, benefits)
To measure the impact of CSR initiatives on staff attitudes to the company and to themselves (pride, loyalty..)
To benchmark CSR performance against peers by creating a CSR performance index
The features
An evaluation tool using a set of core questions common to all groups based on primary research
Sector specific questions to gain depth of understanding of how “engaged” key stakeholder groups are with the company as a result of their CSR activity
Calibration system to supply CSR index
Mix of different research approaches including quantitative and qualitative techniques
Flexible weighting system to reflect varying importance of group or question
Benchmarking tool for regular performance comparison
The benefits
A wide ranging and robust vehicle to assess position in terms of CSR based on the perceptions of a company’s key publics
The ability to look holistically at the awareness of CSR activities on key stakeholders
The ability to look holistically at the impact of CSR activities on key stakeholders
Will provide an evaluation vehicle that will enable a company to compare its position vis a vis others
Will enable a company to build up a picture over time and provide a monitoring tool
Will enable a company to understand where the strengths and weaknesses are
Will provide synthesised results (CSR index) which will assist senior management in assessing performance via simple key measures.
Verbatim comment from all groups which can be used for internal and / or external marketing purposes
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