Presentation on theme: "Introduction to Credit Union Social Responsibility"— Presentation transcript:
1Introduction to Credit Union Social Responsibility Venue & DateIntroduction to Credit Union Social ResponsibilityPresenter
2Introduction 1. What is CSR? 2. Why have a CSR strategy in place? 3. How to implement a CSR strategy?4. Who is currently practicing CSR?5. Where to go for more information?VERSION 1 (November 2010)Note to presenter:Please tailor these slides for your purposes. You may prefer a combination of handouts and slides for your presentation. Depending on the number of slides you use, your pace and number of questions or amount of discussion you entertain during the presentation, this presentation is expected to take about one hour, followed by a Q & A and discussion session.CSR refers to corporate social responsibility. Credit unions also refer to it as credit union social responsibility.This presentation provides a robust and comprehensive overview of CSR as it is increasingly practiced in the financial sector and companies around the world. As such, it is an A to Z framework to communicate the extent and breadth of CSR.Credit unions will find that many of their current activities fall under “CSR” and that building on this existing good practice can help generate business and community value for their members, the communities they serve and the credit union overall.
31. What is Corporate Social Responsibility? This section will help you understand what Credit Union Social Responsibility (CSR) is, how it fits into the credit union system, and the core areas of CSR practice and CSR leadership.
4History & Terminology Rooted in the evolution of commerce Credit Union Social Responsibility notes the unique approach of credit unionsMany terms in use, for example:Corporate social responsibility/Corporate responsibilityCorporate citizenshipSustainabilityPeople, planet, profitsSustainable developmentEnvironmental, Social, Governance (ESG) (investor terminology)Triple bottom lineThe history of CSR is rooted in the emergence of commerce. Many companies adopted benevolent approaches to their communities and employees.The term Corporate Social Responsibility (CSR) has its origins the 1950s, and has come into increasing use since then. Originally CSR referred to philanthropy; today it is a management philosophy and business model.CSR is still an emergent business trend.As such, there are many terms used to describe this management approach / no consistent terminology.Many people use these terms interchangeably. The credit union system has adopted the term Credit Union Social Responsibility to recognize the inherent and evolving community involvement that is unique to the sector.
5DefinitionCSR is:The balanced integration of social, environmental and economic factors in business decision making, including governance, strategy, and operations while taking stakeholder interests into account.In essence, Credit Union Social Responsibility is about managing a credit union’s social and environmental performance to reduce its negative and enhance its positive impacts.There is no one fixed definition of CSRMost definitions address the concept of integrating social and environmental factors in businessExample of negative environmental impacts: installing an ATM drive-through which encourages members to idle their car engines while conducting businessExample of negative social impacts: providing a loan to an adult entertainment businessExample of positive environmental impact: creating incentives for members to conduct home eco-auditsExample of positive social impacts: hiring people with employment barriers into work experience opportunities at your credit union
6Sustainable Finance For financial institutions, CSR incorporates social and environmental considerations intofinancial products and services (banking,insurance and asset management), and isoften referred to as “sustainable finance.”This includes offering a lower interest rate for fuel efficient vehicles, or offering a product which channels some revenues to a local or international cause.A service could include providing lenders with the education to assist members in understanding sustainable building options such as solar panel installation.
7CSR Practice Areas Governance, ethics and management systems EnvironmentCommunity involvementEmployee relationsMember (customer) relationsProducts and servicesSupplier and business partner relationsThere are 10 basic areas of CSR practice which most companies on a CSR path address over time.These are likely to evolve in the future as CSR is a dynamic process. For example, multiculturalism or stakeholder engagement might evolve to become stand-alone practice areas over time.
8CSR Practices Continue Human rightsAboriginal relations (where relevant)Communications
9Stages of CSR Stage 1: Pre-CSR Stage 2: Basic Stage 3: Proactive No consideration of environmental or social impacts or roleStage 2: BasicTakes an ad hoc approach to CSR; primarily focuses on philanthropyplus some basic environmental steps such as recycling.Stage 3: ProactiveInvests in a few CSR initiatives where it can reduce costs, fosteremployee engagement and build brand.There are many variations of the “CSR Continuum” which reveal the different maturation stages and philosophies operating in the marketplace.All five stages reflect development, from pre-CSR to mission-driven CSR.Two factors distinguish basic and further stages of CSR:1) the degree to which social and environmental goals and plans are developed and managed for optimal results; and2) the degree to which social and environmental objectives influence the business model.The co-operative structure of credit unions positions them to achieve the “mission driven” stage because credit unions are not governed by quarterly performance considerations and their governance framework already incorporates a stakeholder ethic insofar as customers (members) make up the board of directors.This governance model allows for automatic consideration of financial (fiduciary), customer and community interests within the core business model.However, in spite of this inherent advantage, many credit unions operate at the basic level, primarily because they are not managing their social and environmental performance the way they do other areas of their business, with goals, plans and targets, and annual measuring, monitoring and reporting.
10Stages of CSR Continue Stage 4: Integrated Stage 5: Mission-Driven CSR is embedded across the organization through policies, proceduresand practices; CSR goals are incorporated into business strategies.Stage 5: Mission-DrivenThe business purpose is to improve social and environmental conditions.
11CSR Leadership1. House in Order 2. Products and Services 3. Investments and Procurement 4. Stakeholder Engagement 5. AdvocacyThere are five organizational requirements for organizations seeking to be CSR leaders.These are based on current good practice found in most business sectors across Canada.Credit unions can choose to be leaders in one or more of these areas; however, overall CSR leadership necessitates strong performance in all these areas
12CUCC Position Statement Canadian Central’s Board of Directors adoptedfour principles to guide its work to help memberCentrals and Canada’s credit unions to “buildstronger, more sustainable communities”:Demonstrating co-operative and sustainable governancePromoting social inclusion and diversityFostering economic developmentEncouraging environmental sustainabilityCC Position StatementThe Board of Credit Union Central of Canada adopted a position statement on Credit Union Social Responsibility in September 2010.Among other things, the statement commits Credit Union Central of Canada to helping credit unions reach their CUSR goals by providing tools, templates and expert advice.Find more details at
13International Co-operative Principles Concern for Community“Co-operatives work for the sustainable development of their communitiesthrough policies approved by their members.”Credit unions are also guided by the seven international co-operative principles, which govern all co-operatives, including credit unions.The 7th principle, “Concern for Community”, specifically addresses sustainable development.Sustainable development is another CSR term which means “development that meets the needs of the present without compromising the ability of future generations to meet their own needs”.
14International Standards for CSR International Organization For Standardization(ISO) adopted CSR guidelines in 2010Referred to as ISO 26000: “Guidance on Social Responsibility”Seven ISO principles of social responsibility:1. Accountability2. Transparency3. Ethical behaviour4. Respect for stakeholder interests5. Respect for the rule of law6. Respect for international norms of behaviour7. Respect for human rights
15Summary No single term or standard definition for CSR Credit Union Social Responsibility is about managing your social and environmental performance to reduce your negative and enhance your positive impactsAligned with CUCC and international co-operative principles
16Summary Continue A natural fit for Canadian credit unions It is important to understand the scope of CSR to make an informed business decision regarding focus and strategic priorities
172. Why have a CSR Strategy?CSR is becoming mainstream amongst companies.Some financial institutions refer to their role in CSR as “sustainable finance”.This section provides an overview of the drivers, trends and business case for CSR and Sustainable Finance to answer the question: “Why should we manage our CSR performance?”
18Drivers of CSR TrendsCampaigning NGOs (non-governmental organizations)Rise in government and regulatory standardsInvestors seeking improved ESG performanceGlobalization of corporationsInstant worldwide communicationsSupply chains and increasing CSR demands of purchasersNiche innovating sectorsRising customer and employee expectationsGrowing resource scarcityRising poverty levelsCorporate scandalsTrade associationsGrowing awareness of the business caseThere are a number of drivers of CSR impacting its growth in Canada and around the world.Each of these drivers will have a bearing on how CSR evolves in the financial sector in the coming years.A few examples include:Campaigning NGOs: many environmental organizations are campaigning to have global banks adopt CSR programs to manage the impacts they have in the supply chain; this has resulted in the World Bank requiring banks providing project finance to satisfy a stringent set of social and environmental conditions; this has resulted in banks applying these standards (the Equator Principles) across other areas of their business.The federal government requires the banks to produce annual Public Accountability Statements; this has resulted in the banks developing increasingly comprehensive CSR and sustainability reports on their financial performance.Active shareholder investors such as Ethical Funds are engaging banks to improve their social and environmental performance.Trade associations, such as CUCC, are providing information and education and adopting standards and principles to help move their industry along the CSR path.Credit unions report that drivers for adopting CSR strategies include:External stakeholder expectations and demandsInternal staff championsAltruismReturn to roots and founding missionNeed for focus and differentiationThe business case
19CSR Trends Companies are: Adopting CSR commitments and policies Taking a catalytic role within their spheres of influenceImplementing 3 – 5 year CSR strategiesDisclosing their CSR performance in CSR reportsCreating board CSR committeesAssigning accountability to a senior staff person reporting to a CEOSupporting internal CSR or green teams and training staff on CSRIncorporating CSR into their performance management systemsOffering CSR oriented products and servicesPerceiving CSR as a risk management and business strategy issueKey priorities are often climate change and poverty/social inclusionRedesigning community programs to be more “strategic”Consulting stakeholders in developing CSR strategiesamongst financial institutions.These trends are supplemented by 2010 research commissioned by The Co-operators on best practice in corporate sustainability which looked at 17 companies, most of which are financial institutions, insurance companies and co-operatives.
20International FI Network Nearly 200 financial institutions (banks, insurers and fund managers) fromaround the world are signatories to the United Nations Statement by Financial Institutions on the Environment & Sustainable Development.Committing to make the economy and lifestyles sustainable and integrateenvironmental considerations in their operations.Network is a resource to financial institutions to help them improve their CSR performance.Includes the five major Canadian banks, Desjardins and The Co-operators.The foregoing trends and drivers are further advanced by international sector networks which have evolved over the past decade, such as this one.A global network under the auspices of the United Nations supports financial institutions to improve their CSR performance.
21CSR Product Array Social Products Green Products Financing for affordable housingProducts tailored to Aboriginal and other underserved groupsMicro-credit financing for community economic developmentTerm deposits that finance community developmentGreen ProductsGreen mortgages and home improvement loansGreen car loansGreen credit cardsTerm deposits that finance environmental initiativesGreen car and home insuranceEmergent social and green products and services offered by financial institutions around the world.
22CSR Product Array Continue Green Products ContinueFinancing for environmental businesses and eco-advice servicesBusiness loans for eco-efficiency retrofits, fuel efficient fleets, etc.Socially responsible investments
23CSR Business Case Top-line benefits: Generating Growth Opportunities Attract and retain customersImprove employee morale and productivityEnhance and maintain competitive advantageFoster innovation and opportunity creation, including new business lines and new products and servicesBuild and sustain positive brand and reputationBuild and sustain social license to operateImprove access to capitalThere are a number of demonstrated top-line and bottom-line benefits of implementing an effective CSR strategy experienced by companies around the world.As they relate to credit unions, these benefits are introduced, described and quantified with examples in the Business Case for CSR tool found at:The business benefits described in the tool are credit union specific, identified through research and credit union interviews.Many credit unions adopt a CSR strategy because they believe this is good business and a core credit union value; therefore they do not measure and track the financial and business benefits; thus there is limited tangible evidence of the CSR business case amongst credit unions.
24CSR Business Case Continue Bottom-line benefits: enhancing operationalefficiencyAvoid and reduce operating costsImprove recruitment and retention of talented employeesManage riskForestall further government regulationImprove management qualityEnhance supply chain managementSee the Business Case for Credit Union Social Responsibility tool at for definitions and examples.
25Competitor Scan CSR management systems: Banks are designating lead staff and departments to be responsible forCSR strategy and implementationThey are implementing comprehensive CSR strategiesThey are reporting on their CSR performanceThey are becoming more strategic in their community investments and developing environmental action plans to reduce their environmental footprintsA review of the 2009 CSR reports of BMO, CIBC, RBC, Scotiabank and TD Bank Financial Group provides insight into their CSR priorities.This summary is not comprehensive because it only summarizes efforts included in their 2009 CSR reports – not necessarily the full suite of current CSR efforts.However, it reveals that banks are setting goals and targets in CSR areas and monitoring and reporting on their CSR performance.Banks may threaten a key competitive advantage of credit unions as they improve their management of CSR.
26Competitor Scan Continue Community and social priorities include:Financial literacy projectsMulticultural and Aboriginal bankingAccessibility of banking services to people with disabilitiesEnvironmental priorities include:Implementing environmental policies and strategies; designating key staff with environmental responsibilitiesBuilding or renovating green buildings / branchesReducing energy use and GHG emissions and sourcing renewable energyReducing paper
27Competitor Scan Continue “Blended” priorities include:Providing environmental grants to community groupsImplementing sustainable purchasingOffering Socially Responsible Investment (SRI) productsThese initiatives generate both social and environmental benefits
28SummaryCSR is becoming mainstream amongst most sectors, including financial institutions.CSR oriented companies are implementing CSR strategies and integrating CSR into operations.Canadian banks are implementing well thought CSR strategies.
29Summary ContinueA CSR strategy can generate business benefits, though this is not the only rationale for adopting CSR: some do it because it is a core credit union value.Reasons for managing CSR performance include:Core credit union valueMaintain competitive advantageGenerate business benefits
303. How To Implement a CSR strategy? Credit unions already have good CSR practices underway; a managed CSR approach requires thinking strategically about goals and targets and the engagement of stakeholders in that exercise.This section will review a step-wise approach to the development and implementation of a CSR strategy and management system.
31CSR Strategy Development Phase One: Commitment and Gap AnalysisDefine CSR and agree on the business case and rationale.Adopt and communicate CSR vision and policy.Assess baseline (e.g. existing programs) and current practices.Research best practices and understand stakeholder priorities and keysustainability impacts and risks.Conduct gap and opportunity analysis.Many of these management steps are employed daily by credit unions as part of good management practice.For example, in step 3 conducting a baseline assessment, many credit unions will find that they are not starting from scratch – they have many good programs underway they can build upon.Credit Union Central of Canada has developed tools to help credit unions with steps 1 (business case) and 2 (vision statement and policy).
32CSR Strategy Development Continue Phase Two: Develop StrategyDevelop long-term CSR vision (10 years).Develop medium-term CSR goals and targets (3 – 5 years) and oneyear business plan.3. Develop key performance indicators to measure progress.A long term vision might be ‘to become a leading catalyst for sustainability in the communities we serve’.Goals could include understanding and reducing our environmental footprint, engaging employees to become CSR champions at work, or developing partnerships to help our business members and suppliers improve their CSR performance.A target could be to become carbon neutral across our operations.
33CSR Strategy Development Continue Phase Three: Implement, Measure and ReportAssign responsibilities and resources.Establish steering committee to monitor implementation.Integrate into performance systems and training.Regularly review performance.Communicate progress on performance.Step 3, Performance Systems and Training: a critical success factor for CSR is to ensure staff are trained and compensated for achieving CSR goals, especially at the CEO and management level.It is often presumed that developing and implementing a CSR strategy will increase the credit union’s expenses. It may or may not. Costs can be incurred, or avoided at both stages:Development costs: Some credit unions hire an expert consultant to help develop their strategy. Others do not.Implementation costs: A CSR strategy focused on improving existing community investment initiatives may only result in reallocations. Initiatives like increasing energy efficiency may be cost neutral or cost positive in the long run.Costs will built into your one year business plan and considered on a cost/benefit basis like any other initiative.
34Common Practice AreasCommunity (Aboriginal business, accessibility, financial literacy, community economic development)Employees (Diversity management, work life balance, healthy lifestyles)Environment (Energy, GHG emissions, green buildings, waste, water and paper)Suppliers (Sustainable purchasing)Products (see earlier slide)CSR management and reporting systemsFinancial institutions generally focus on these six “basic” CSR practice areas.In addition to this list of common practice areas, credit unions also often focus on member education and engagement.
35Role of The Board of Directors Approve CSR mission, vision, valuesAdopt CSR strategy and provide oversight over implementationMonitor CSR policy compliance and integrationIntegrate CSR into CEO performance plan and recruitmentConsider CSR trends that impact the credit union and integrate into enterprise risk managementMonitor stakeholder relationsFoster board diversity (gender, age, ethnicity, etc.)Provide CSR orientation and education for directorsProvide Input into CSR reportingAssess board CSR competencyThe board of directors “sets the tone at the top” and has a key role to play in CSR governance and overall CSR success.
36SummaryTo develop a CSR strategy the credit union must answer four questions:Where are we now?Where do we want to be in the future?How do we get there?How do we measure progress?The Board of Directors has an important governance role to play to foster CSR successThe development of a CSR strategy and management system is an iterative, flexible process of continuous improvement:The credit union’s ability to implement CSR evolves over time.There is no one-size fits all approach.The progress requires an iterative and ongoing process.
374. Who is currently implementing a CSR strategy? A number of Canadian credit unions are developing and implementing CSR strategies to manage their social and environmental performance and achieve beneficial results for their business, members and the community.Four of them are profiled here.More detail is available from the Credit Union Central of Canada’s Credit Union Social Responsibility InfoHub.
38Not Just Big Credit Unions iNova Credit Union (Halifax, NS) Asset Size -$25 million (2009) Sydney Credit Union (Sydney, NS) Asset Size -$100 million (2009) Bergengren Credit Union (Antigonish, NS) Asset Size - $177 million (2009)The four case studies deal with credit unions between $830 million and $14.4 billion in asset size.But it’s not just the largest credit unions who are managing their CSR strategies.Some smaller and medium sized credit unions have also taken big steps by taking a strategic CSR / sustainability approach.
39Alterna Savings and Credit Union CSR definition: “An organization’s commitment to operate in an economically, socially, and environmentally sustainable manner, while recognizing the interests of its stakeholders, including members, employees, business partners, local communities, the environment and society at large”.Board of Directors and Member Relations Committee has overall responsibility for the CSR strategy and policy, oversees the CSR report (accountability report), and monitors stakeholder relationsBoard sets CEO’s CSR goals and ensures board is educated on CSR.CSR is responsibility of SVP of Marketing, Communications andCSR.Alterna Savings and Credit Union is based in Ottawa, Ontario$2 billion in assets (2009)
40Alterna Savings and Credit Union Continue Implementing a 5-year CSR strategy adopted in 2007, which set goals and targets for community economic development, financial literacy, environmental sustainability, accountability and philanthropy.Environmental sustainability committee of employees assesses environmental impacts, and develops and monitors implementation of environmental initiatives.A key CSR performance indicator is member satisfaction with the credit union’s CSR efforts.Provides an “ethical” screen to its investments, partners and suppliers, based on Ethical Funds’ screening program.
41Assiniboine Credit Union Credit Union Mission: “Our purpose as a socially responsible and profitable financial co-operative is to provide accessible financial services for the well-being of our members, employees and community; offer fair and meaningful employment in a safe and respectful workplace; and build partnerships that foster self-reliant, sustainable communities.”5-year corporate strategic plan includes visioning goal of Making a Difference in Our Community: “When we reach our vision we are positive agents of change and CSR is integrated into everything we do.” Key Performance Indicators measure progress towards achieving visionCSR strategies to achieve visioning goal and long-term targets: expand services to the underserved; invest strategically in the community, model and facilitate a commitment to environmental sustainability, andintegrate CSR and the Co-operative Principles throughout ACUAssiniboine Credit Union is based in Winnipeg, Manitoba$2.6 billion in assets (2009)
42Assiniboine Credit Union Continue Annual Balanced Scorecard approved by Board includes a CSR component to measure progress in moving forward on CSR strategy.Balances Scorecard results account for 50% weighting on individual performance plans for executive management team.Board governs CSR through mission, values, corporate strategic plan, annual Balanced Scorecard, and governing policies.Community & Member Relations Committee oversees stakeholder relations with members and community; including governing policiese.g. Community Investment Policy, Member Engagement Policy
43Assiniboine Credit Union Continue HR Policy & Compensation Committee oversees stakeholder relations with employees, including governing policies e.g. Employment Principles, Compensation Philosophy.CSR is responsibility of VP Corporate Social Responsibility who reports to CEO. A small team of CSR subject matter experts supports the roll-out, coordination and integration of CSR efforts.New Eco-Excellence Team will develop integrated action plans to continuously improve environmental performance.
44Northern Savings Credit Union Sustainability vision: ”Strong, resilient, Northwest BC communities and credit union, excellent financial services and enhanced quality of life for members, and recognized by our employees to be a great place to work.”One of five values is: Positively impacting the communities we serve.Six principles guide the credit union to build strong, resilient and sustainable communities.Seven long-term business goals include three focused on sustainabilityand community reinvestment:Strong, resilient communitiesEnhanced community reputation and increased profile as acommunity leader and championNorthern Savings Credit Union is based in Prince Rupert, BC$830 million in assets (2009)
45Northern Savings Credit Union Continue Stakeholder awareness and understanding of and support for Community Reinvestment StrategyBoard of Directors has a Donations and Community Reinvestment Committee which provides oversight over implementation of sustainability strategy (referred to as the Community Reinvestment Initiative).Manager of Community Reinvestment reports to the HR VPSustainability is incorporated into job descriptions.Team of ‘Sustainability Champions’ provides support toimplementation and manages sustainability projects.
46Vancity Credit UnionCredit Union Vision: “Redefining Wealth in a way that both grows our business and supports our members and communities in a reciprocal fashion. This new definition of wealth goes beyond profit alone to one that includes social justice, environmental sustainability, and community well-being. It’s a definition that goes beyond the trade-offs assumed in a triple-bottom-line approach to one that creates true blended value.”Three year strategic business goals include one focused on: Build Our Social Finance Offer – provide access to credit, investment and financial advice for members and agencies engaged in businesses that create social or environmental benefit as well as economic benefit.“Community Investment” Division is focused on increasing their Social Finance business, an entrepreneurial and risk-based discipline of investment in enterprises – business, not-for-profit, andco-operative.Vancity Credit Union is based in Vancouver, British Columbia$14.4 billion in assets (2009)
47Vancity Credit Union Continue The Community Investment Division includes Vancity’s Sustainability Group (focused on reducing the credit union’s environmental footprint) as well as its business banking and commercial real estate groups to capitalize on synergies with existing business and new community investment / social finance initiativesCommunity Investment Committee of the Board provides strategic oversight over Social Finance strategyCSR is decentralized and embedded into other departments, including finance, facilities, marketing and branch operationsCurrently working on the development of a community impact metricto measure success
485. Where to go for more information on Credit Union Social Responsibility? The Canadian credit union and co-operative sector provide CSR resources through the two trade associations: Credit Union Central of Canada and the Canadian Cooperative Association.
49Canadian Central and CCA Credit Union Central of Canada’s “Credit Union Social Responsibility InfoHub” atCanadian Co-operative Association’s Environmental ToolkitCredit Union Central of Canada’s Credit Union Social Responsibility InfoHub is a showcase, book shelf an even workspace for credit union social responsibility. The site at contains:The Roadmap for Credit Union Social Responsibility – a guide for credit unions preparing their CSR plans, developed by system experts.Ready-to-use tools and templates to help credit unions take next steps.A discussion forum for sharing ideas and questions with credit union staff and system experts; as well asSuccess stories of innovative products and projects Canadian credit unions have undertaken to meet their CSR goals.The Canadian Co-operative Association (CCA) provides co-operatives and credit unions information, resources, and tools specific to co-operatives and environmental sustainabilityCCA has also created an ad-hoc Environmental Sustainability Committee to advise CCA's board and staff on issues and policies related to the environment. Current resources include:Environmental Casebook Profiles, case studies of a number of co-operatives and credit unions in different sectors, serving different communities throughout Canada. Each profile provides a snapshot of the organization and its environmental policies and practices; accountability and reporting; lessons learned and plans going forward Sustainability Toolkit, an on-line resource providing guidance and assistance to co-ops and credit unions on how they can embed environmental sustainability strategy development; measurement; monitoring, and reporting within their organization