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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