Case Study #1: Corporate Social Responsibility (CSR) & Giving Tuesday
Corporate social responsibility (CSR) is an umbrella term denoting business initiatives that promote social good that transcends the specific business goals of individual organizations. McCauley (2012) noted the increasingly important role that communicators play in CSR initiatives, largely due to the ways that stakeholders are increasingly “making decisions and developing opinions about our organizations based on how they treat the environment, their communities, and the people who live and work in them” (p. 67).
One of the more recent movements in CSR is a global movements that you’ll witness (and perhaps participate in) during this very course: #givingtuesday, which is scheduled for November 29th this year – the Tuesday following Thanksgiving (and Black Friday, the consumerism of which was part of the impetus for the #givingtuesday movement). Now in its fifth year, #givingtuesday is described as a “day of social giving fueled by the power of social media and collaboration” (givingtuesday.org). You can read the attached PRSA Silver Anvil Case Study to see the #givingtuesday results on a macro level (at the #givingtuesday organizational level).
There is no disputing the data presented in the Silver Anvil Case Study, nor the positive results worldwide from this rather recent and grassroots phenomenon. What you will be examining, however, are the results of #givingtuesday on a micro level. #Givingtuesday is undoubtedly a highly successful movement in terms of branding, awareness, and economic impact. While it’s possible that some of you may someday be employed by the agencies that coordinate #givingtuesday, it’s much more likely that you will be part of organizations that will wrestle with the questions of “should we be involved?” and “how can we best leverage #givingtuesday to the advantage of our organization?”. This could be true of an organization on the receiving end of donations or businesses considering getting involved in promoting #givingtuesday, specifically or in general.
Case Study on Corporate Social Responsibility (CSR) & Giving Tuesday
In this case study, you’ll be assuming the role of a consultant advising your organization of choice from any of the organizations listed (under the nonprofit, small business, religious organization, or company categories) at givingtuesday.org. You’ll prepare a report according to the Global Reporting Initiative (GRI) guidelines, which are “the most widely used standard for CSR reports” (McCauley, 2012, p. 69).
Your goal: analyze their involvement/interaction with #givingtuesday and provide recommendations for future involvement. You’re not simply describing what they’ve done; you’re analyzing and evaluating (strengths, weaknesses, opportunities) the effects of their #givingtuesday involvement/communications/activities.
You will analyze and evaluate the organization’s #givingtuesday activities and effectiveness and prepare a four-page report summarizing your findings. You may include block text, bullet points, or a combination of the two. Your paper should include a title page; abstract; required content organized into headings listed in bold type, below (and use subheadings as appropriate); and reference page.
Collecting, Analyzing, and Organizing Data relevant to your organization and their CSR activities,including but not limited to #givingtuesday. Conduct light organizational research and present a comprehensive understanding of the organization and their CSR activities, including CSR.
a. Who is this organization and what do they do?
b. Who are their key stakeholders and briefly what are their stakes?
c. How does #givingtuesday fit into their organizational CSR activities?
d. Provide a preview of key points of the analysis you’re presenting in this paper
Identifying Impact. Quantify and qualify the impact of their involvement with #givingtuesday.
a. What is their history with #givingtuesday?
b. Analyze the impact of the organization’s involvement with #givingtuesday, as receivers and/or givers: financial, reputational, etc.
Evaluate the effectiveness of the organization’s involvement in addressing and engaging with their stakeholders.
a. Evaluate ways, if applicable, in which #givingtuesday successfully engaged stakeholders.
b. Evaluate ways in which, if applicable, #givingtuesday was unsuccessful in engaging stakeholders.
c. Were there any key stakeholders or important stakes missed?
Determining Substantive Issues and Defining Scope
a. Evaluate (strengths and opportunities) the issues this organization addressed in their #givingtuesday involvement: relevance to the organization and stakeholders, importance to organizations and stakeholders, appropriateness based on your understanding of the organization and stakeholders.
b. Evaluate the scope of their #givingtuesday involvement given their organizational identity, relationship with stakeholders, and placement within a broader community and industry.
a. Evaluate the organization’s communications about their #givingtuesday involvement (internal if available, external, digital).
b. Evaluate the organization’s communications about the effectiveness/results of their #givingtuesday involvement.
Assessing Progress & Priorities Going Forward
a. Provide a summative evaluation #givingtuesday activity: strengths, opportunities
b. Based on your evaluation, provide recommendations (at least 2, no more than 4) for specific changes, adjustments, or improvements to the organization’s #givingtuesday activities (enhancing impact, engaging stakeholders, determining substantive issues/scope, communications).
You will submit a copy of your paper (and if working collaboratively, each student should submit their own) to the appropriate Assignments tab. You will also post a copy of your report in the Week 3 forum, titled with your organization and name(s). If working collaboratively, only one member of the group needs post to the forums.
Last Updated on July 15, 2020 by Essay Pro