Strengthening Your CSR Impact Story with a Program Outcomes Framework

Strengthening Your CSR Impact Story with a Program Outcomes Framework
September 26, 2017 Tom Knowlton Partner & Director of Corporate Services, TCC Group Lisa Frantzen Senior Evaluation Consultant, TCC Group Jaime Barclay Senior Manager, Corporate Responsibility Symantec

Welcome and Introductions Context and Approach
A Framework for Corporate Citizenship Case Study – Symantec Identifying the Goal Refining & Developing the Goal Outcomes Framework Prioritizing Data Collection Integrating into CSR Story Summary Overview Tom 1-2 minutes Speak to objectives of this webinar Invite people to submit questions via chat field in WebEx (will address throughout as appropriate, but most will be addressed at end of webinar)

I. Welcome and Introductions
Tom Poll the audience – who do we have here? Company type, size, role of attendee? Ask what they want to get out of the session

Who We Are Jaime Barclay Tom Knowlton Lisa Frantzen
Senior Manager, Corporate Responsibility Symantec Tom Knowlton Partner & Director of Corporate Services TCC Group Lisa Frantzen Senior Evaluation Consultant TCC Group Tom

About Us At TCC Group, we are committed to addressing complex social problems by heightening our clients’ understanding of their collaborative role in society and helping them strengthen strategy, build capacity, and advance assessment and evaluative learning. We partner with companies, foundations and nonprofits to help design and develop their strategic approach. Our knowledge and expertise in the social impact sector helps our clients create high impact strategies and programs addressing a range of important issues. Tom

Clients Tackling Complex Social Problems
Tom Symantec Workforce development for underserved youth ViiV Healthcare Combating HIV/AIDS in marginalized populations National Association of Criminal Defense Lawyers Criminal justice reform RWJF Improving health through nursing

Our Corporate Clients Tom

II. Context and Approach
Tom

Drivers for this approach: Higher stakeholder expectations
Why is it important to strengthen your CSR impact story with a program outcomes framework? Drivers for this approach: Higher stakeholder expectations Stronger programs from companies Need to reinforce and support company goals Ability to build engagement and relationships with stakeholders Tom

Different Levels of Business Goals
Vision / Mission / Purpose Goals Unilever – Make sustainable living commonplace. Novartis – Discover new ways to improve and extend people's lives. Issue Goals Operational – e.g., reducing environmental impact; increasing diversity Product/Service – e.g., improving nutrition of product; providing affordable service to underserved community Community – addressing issue important to company’s stakeholder community Program Goals Programs addressing one of the issue goals Program goals can be broad or vague, depending on the clarity of the issue goal Tom Operational – reducing environmental impact; increasing diversity Product/Service – improving nutrition of product; providing affordable service to underserved community Community – addressing issue important to company’s stakeholder community (employees, customers, neighbors)

Approach Stakeholder engagement
- CSR leaders - Senior leaders as needed 1. Assess existing CSR framework; Identify goals to be refined or developed - CSR leaders - CSR communications staff - Senior leaders / Executive champions as needed 5. Integrate into CSR impact story 2. Refine / develop goals; align with company goals Stakeholder engagement - CSR leaders - Senior leaders/ Executive champions - Expert advisors as needed Stakeholders that may be involved at each stage: #1 – CSR leaders, in some cases – Senior leaders #2 – CSR leaders, Senior leaders or executive champions that are accountable for company goals and those who will communicate results; Expert advisors as necessary #3 - CSR leaders, Community leaders/partners (initially or later down the line) #4 - CSR leaders, Community leaders/partners (build on what they have/know), CSR communications staff #5 - CSR leaders, CSR communications staff, Senior leaders/Executive champions as needed – those who are telling the story 4. Select priority indicators 3. Develop logic model - CSR leaders - Community leaders/partners - CSR communications staff - CSR leaders - Community leaders/partners

Sample Roles & Expectations Matrix
Goal Development Stages Stakeholder Engagement Identifying Goals to Refine Refining/ Developing Goals Developing Logic Model Selecting Priority Indicators Integrating Into CSR Impact Story CSR Leaders  CEO/Senior Leaders Executive Champions Communications Employees Trusted advisors Partner Organizations/ Grantees Community leaders/Govt. Officials Direct beneficiaries Before moving on to next section, ask audience: does this resonate? Internal External

III. A Framework for Corporate Citizenship
Tom (5 min)

TCC’s Corporate Citizenship Framework
Purpose and Values Operations Products & Services Community

Description Stakeholders The issues relating to the company operations including environmental impact, workplace, diversity, etc. Regulators, suppliers, community leaders, employees, advocacy groups The impact (positive or negative) of a company’s products and services on society. Global / national stakeholders; employees, customers, shareholders, advocacy groups, government The relationship with the community where the company operates and where employees live and work. Community leaders, employees, local nonprofits, local government Operations Products & Services Community

Purpose and Values Operations Products & Services Community Drivers Operational Impacts on Employees and Community Impact on Society of the Company’s Products and Services Issues Important to Priority Community Stakeholders and Employees Company develops policies and programs to address operational impacts Products and services are developed and refined to reinforce the company’s purpose and mission Programs and activities are designed to meet local/regional priorities Human Resources; ESG Product and Service Development Community Relations Corporate Citizenship Department Philanthropy; Employee Volunteers; Product Donations; Advocacy Issues Programs Speaks to stakeholder roles Role of corporate citizenship dept Before moving on to next section, ask audience: does this resonate? Accountable Supporting Resources

IV. Case Study: Tom (10 min)

Identifying the Goal

Identifying the Goal to Refine & Develop
Identifying the goal to develop includes the following steps: Understanding the company’s framework Identifying the priority company goals Determining which program best aligns with company goals Determining where goal refinement can have the greatest benefit to the company Determining which stakeholders to engage in the process can be determined based on answers to the following questions: How clear is the company’s corporate citizenship framework and goals? Is there a need to engage senior leaders or senior CSR leaders? Who can help determine where goal refinement can have the greatest benefit to the company?

Mission Our People Your Information The World
Help businesses harness the power of their information and make the digital world safer Our People Your Information The World

Symantec’s Corporate Citizenship Framework
Description Stakeholders Provide a work culture that supports professional training and development, fosters workplace inclusion and equality, and cultivates employee fulfillment. Customers (Corporate and Consumers) Employees Investors Governments and Regulators Community Members, Nongovernmental Organizations (NGOs), and Nonprofits Suppliers Partner with customers, government agencies, communities and families to protect individuals and their information and ensure confidence in the online experience We remain committed to conducting our business in an environmentally sound manner, upholding ethical and social standards in our company and supply chain and contributing to communities where we live and work Our People Your Information The World

Symantec’s Corporate Citizenship Framework
Mission: Help businesses harness the power of their information and make the digital world safer Our People Your Information The World Drivers Diversity & Inclusion; Retention Cybersecurity Workforce Gap; Online Safety Energy & Greenhouse Gases; Supply Chain; Community Investment Human Resources Cybersecurity Training: Philanthropy Online Safety: Consumer Business Unit Environment: Workplace Solutions Supply Chain: Product Teams and Procurement Community: CR Corporate Responsibility Department: Environmental Responsibility/Diversity & Inclusion/Employee Engagement/Philanthropy/Stakeholder Engagement Philanthropy; Employee Volunteers; Product Donations Issues Accountable Supporting Resources

Symantec’s Stakeholder Engagement
Symantec conducts materiality analyses to identify corporate citizenship priorities, and they engage stakeholders on a regular basis for feedback. “We solicit feedback on our corporate responsibility performance and disclosure efforts across multiple channels. We engage with those stakeholders who have the greatest potential impact on our operations, or who could be significantly affected by our business activities, including shareholders and investors, customers, employees, community members, nonprofit organizations, regulators, academics and thought leaders. Because each stakeholder constituency has unique and specific areas of concern, we engage with each to develop a deeper understanding of how we can address their needs while furthering our corporate mission.” Symantec’s 2016 Corporate Responsibility Report

Symantec’s Corporate Citizenship Priorities
The following priorities were identified through a materiality analysis and based on the Global Reporting Initiative’s (GRI) Principles for defining report content. Priority Issue Related Business Objective Talent and Culture Develop and maintain a skilled, diverse, and talented global workforce, and cultivate high levels of engagement and loyalty by providing opportunities for personal and professional growth Diversity and Inclusion Grow technology talent pipeline, attract and retain the best talent available, create a culture where diverse talent can thrive and innovate, and better understand and serve our diverse global markets Securing Information Provide software and services that protect and secure our customer’s data where it lives and help to address the cyber security workforce development gap through the Symantec Cyber Career Connection program Customer Satisfaction Engender customer loyalty through continuous improvements in our internal customer satisfaction metrics and customer retention Energy and Greenhouse Gases (GHGs) Minimize the environmental footprint of Symantec and our customers Important Issue Philanthropy and Community Engagement Enhance employee connection to the company, to each other, and to their own career, and serve as a tool to support business goals related to the priority issues above

A Priority for the CEO “Symantec is the global leader in cyber security. What we do, at Symantec, is not just a job – it’s a calling, demonstrated by our mission to keep the world’s information safe and reflecting our fundamental commitment to make the world a better place. While the threat to information grows exponentially, there is a real shortage of qualified candidates to join the fight against cybercriminals. For the past two years, we have fostered the talents of young adults – including people of color, women and veterans to help fill the workforce gap in cyber security.” Greg Clark, CEO Symantec Aligning corporate citizenship goals to strengthen the overall business goals (emphasize the relevancy / importance)

Identifying the Goal to Refine & Develop
Symantec’s Cyber Career Connection (SC3) program was selected for the following reasons: The program strongly aligned with and supported several priority issues for the company relating to Talent & Culture and Diversity & Inclusion The program goals were broad and general; the CSR team knew the impact goals could be strengthened The CSR team had accountability for this program, and knew the goal could be refined and developed through an internal process Before moving on to next section, ask audience: does this resonate?

Refining & Developing the Goal

Refining & Developing the Goal
Refining and developing the goal includes the following process: Assessing priority stakeholder expectations – what do they expect the company to accomplish and how can this program align with and support that company goal? Determining which stakeholders to engage in the process can be determined based on answers to the following questions: Who is accountable for the company goal – who do you need to work with to determine the programmatic goal that best aligns with the company goal? Which stakeholders are driving the goal? Do they need to be involved in helping to set the goal? Which senior leaders will communicate the impact of the goal? Which ones will be a champion and also support the use of resources to achieve the goal?

Symantec’s Issues and Programs
Our People Your Information The World Provide a work culture that supports professional training and development, fosters workplace inclusion and equality, and cultivates employee fulfillment. Partner with customers, government agencies, communities and families to protect individuals and their information and ensure confidence in the online experience We remain committed to conducting our business in an environmentally sound manner, upholding ethical and social standards in our company and supply chain and contributing to communities where we live and work Environmental Stewardship Supply Chain Community Investment Diversity & Inclusion Retention Cybersecurity Training Online Safety

Expand and improve the ERG’s impact on the business
Our People Diversity & Inclusion Diversity & Inclusion Revised Goals Increase diversity of workforce at all levels by 15% by 2020 (and support subgoals such as 30% women in leadership) Increase diversity of workforce at all levels by 15% by 2020 (and support subgoals such as 30% women in leadership) Partner with and support HR in a focused effort to attract, develop and retain women Expand and improve the ERG’s impact on the business Add a more comprehensive disability and veterans focus to our D&I programming Improve our EEO/AA compliance program and processes (including talent tracking and reporting mechanisms), and leverage more fully to support our overall D&I effort Pipeline - Increase diversity of pipeline to attract more women, underrepresented minorities, LGBTQ, veterans and individuals with disabilities Pipeline - Increase diversity of pipeline to attract more women, underrepresented minorities, LGBTQ, veterans and individuals with disabilities Community - Strengthen reputation in the community as a company supporting diversity Tom to take out content / only focus on highlights / changes Hone in on what the differences were and why it counts

Our People Role of Philanthropy Diversity & Inclusion Revised Goals
Support diversity goals through the following programs/ activities: Workforce – Assist inclusion efforts by providing support for ERGs and their efforts to support/fund relevant organizations Pipeline – Build pipeline through engaging students and training diverse populations to be cybersecurity professionals Community – Reinforce reputation as diverse employer by supporting organizations advocating for and supporting diverse populations in the technology industry. Increase diversity of workforce at all levels by 15% by 2020 (and support subgoals such as 30% women in leadership) Pipeline - Increase diversity of pipeline to attract more women, underrepresented minorities, LGBTQ, veterans and individuals with disabilities Community - Strengthen reputation in the community as a company supporting diversity Changed cybersecurity industry to technology industry under community.

Your Information Cybersecurity Training Cybersecurity Training
Revised Goals Excite, engage and educate 1 million students in STEM education through global nonprofit partnerships, with an emphasis on computer science and cybersecurity, by 2020 with an investment of $20 million. Increase diversity in the cybersecurity industry by engaging and training underrepresented minorities, women and veterans. Goal 1 – Engage Diverse Students in Cybersecurity Raise awareness of long-term career opportunities in cybersecurity Goal 2 – Launch Diverse Populations in Cybersecurity Careers Provide training, support and access to cybersecurity careers Goal 1 – Engage Diverse Students in Cybersecurity Raise awareness of long-term career opportunities in cybersecurity Goal 2 – Launch Diverse Populations in Cybersecurity Careers Provide training, support and access to cybersecurity careers Phase 1 – Excite: Introduce students to cybersecurity and computer science Phase 2 – Recruit, Train and Certify: Trainings Phase 3 – Prepare for Jobs: Internships Phase 4 – Launch Careers: Job placement support services Explain rationale / driver(s) behind changing / adapting the goal

Your Information Cybersecurity Training Philanthropy Approach
Revised Goals Philanthropy Approach Increase diversity in the cybersecurity industry by engaging and training underrepresented minorities, women and veterans. Goal 1 – Increase # of Diverse Students Pursuing Studies in Cybersecurity Raise awareness of long-term career opportunities in cybersecurity by: Identifying nonprofits providing in-school and afterschool cybersecurity training/education programs Mobilizing employees to volunteer in schools reaching diverse populations Goal 1 – Increase # of Diverse Students Pursuing Studies in Cybersecurity Raise awareness of long-term career opportunities in cybersecurity by: Identifying nonprofits providing in-school and afterschool cybersecurity training/education programs Mobilizing employees to volunteer in schools reaching diverse populations Goal 2 – Increase # of Diverse Individuals Launching Cybersecurity Careers Provide training, support and access to cybersecurity careers by: Recruiting and training underrepresented minorities, women and veterans Developing industry coalition committed to hiring trainees and providing internships and mentoring support TBD: Potential scope and reach based on: existing nonprofits with relevant programs; potential employee volunteers Goal 1 – Engage Diverse Students in Cybersecurity Raise awareness of long-term career opportunities in cybersecurity Goal 2 – Launch Diverse Populations in Cybersecurity Careers Provide training, support and access to cybersecurity careers Goal 2 – Increase # of Diverse Individuals Launching Cybersecurity Careers Provide training, support and access to cybersecurity careers by: Recruiting and training underrepresented minorities, women and veterans Developing industry coalition committed to hiring trainees and providing internships and mentoring support Numbers need to be developed based on developing budget estimates and reviewing with senior leaders. TBD: Potential scope and reach based on existing nonprofits with relevant training programs; potential role of community colleges; coalition development

Your Information Goal 1 – Increase # of Diverse Students Pursuing Studies in Cybersecurity Raise awareness of long-term career opportunities in cybersecurity, with a focus on reaching underrepresented minorities Approach: Reach/educate diverse students in underserved communities with information about cybersecurity careers; build employee engagement component where possible. Partner with national nonprofit capable of reaching students. Selection criteria include: Experience working in schools or after school programs, middle school age and older Primary focus on reaching minorities and underserved communities Ability to organize volunteers where appropriate Reach aligns with Symantec employee locations Experience/knowledge in STEM and technology preferred

Your Information Goal 2 – Increase # of Diverse Individuals Launching Cybersecurity Careers Provide training, support and access to cybersecurity careers Approach: Recruit, train and provide support and access to cybersecurity careers for underrepresented minorities, women and veterans Training Program – Identify nonprofits and community colleges capable of meeting training standards and reaching target audiences Career Access Program Develop industry coalition committed to hiring trainees and providing internships and mentoring support. Coalition members agree to minimum hiring requirements as well as providing support to training partners Took out information relating to the development of training curriculum. Before moving on to next section, ask audience: does this resonate?

Outcomes Framework Lisa (15 min)

What is an Outcomes Framework?
A framework that clearly maps out the desired benefits (outcomes) that the initiative/program is trying to achieve, the causal links to achieving those outcomes, and the measurements that will be used to assess progress towards the end goal. Lisa Put simply, an outcomes framework articulates the outcomes you wish to achieve as well as the indicators/measurements that you’ll use to determine your progress. Stakeholder engagement defines the “how”

Why do we use an Outcomes Framework?
Clarify our strategy and desired outcomes Test a series of hypotheses or working assumptions about our program Learn about the program and refine its design and activities Understand which partners make the best fit for achieving our goals Show the value of the work to internal stakeholders Tell the story of the work Lisa A broader stakeholder engagement approach that is applicable to goal-setting and outcomes framework Customization / leveraging of stakeholder relationships and inputs (to strengthen the story and refine indicators) Outcomes framework – having a tool as a way to communicate with stakeholders Show the work to the company – either to align to purpose or to actually present it to senior leadership Examples: Invite senior leaders to give feedback on indicators (And what they want to see on a dashboard) Share metrics / dashboard with communication team (help determine indicators)

Components of an Outcomes Framework
Logic Model/ Theory of Change A systematic and visual way to present relationships among the resources you have to operate your program, the activities you plan to do, and the changes or results you hope to achieve. Set of Core Indicators Data which provide an indication of performance in terms of an agreed vision of success. Lisa

A Logic Model Template Lisa

Building a Logic Model Start with your goal. Jaime

Building a Logic Model Then build the logical sequence of outcomes that must occur to reach your goal. Jaime

Building a Logic Model Now think about the types of interventions that will help create these initial desired changes. Jaime

Building a Logic Model Finally, add in the investments that you will make to support these interventions. Jaime

Completed Logic Model(s)
You may have more than one logic model if your goals vary or if your target populations are different. Goal 1 Logic Model Goal 2 Logic Model Jaime

Considerations for Logic Model Development
Work with internal stakeholders (CSR leaders) Work with external stakeholders (Community leaders, grantees/nonprofit partners) Build on existing evidence You can have more than one logic model Logic models are not meant to be static Lisa, then Lisa asks Jaime – What are your reflections on the logic modelling process at Symantec? What value did this process bring to Symantec? How are you using the logic model to communicate with stakeholders or plan your program? Any recommendations for other companies that may want to go through a logic modelling process at their company?

Prioritizing Data Collection
Lisa

What is one type of data that you wish you had?
Your Wishlist What is one type of data that you wish you had? With which audience would you share that data? Lisa

Prioritizing Your Data Collection
Prioritize sections of the logic model according to: Importance Feasibility to collect data Usability Lisa

Developing Your Core Indicators & Data Collection Plan
Data Source Timeframe for Collection % of participants who apply the cybersecurity skills in a job setting Salesforce Annually Narrative description of participants’ experiences Student interviews or survey Lisa As is illustrated here there may be some core indicators that you wish all grantees within a certain portfolio to report on. There may also be some indicators that you’re interested in which only apply to a subset of grantees within that portfolio. Most of the time your data source will likely be your grantees. However, there could be instances where you would use publicly available data (e.g., high school graduation rates within a certain district, food insecurity or employment rates within a city, % of households living within a food desert). You could also choose to have an external evaluation conducted where data would be collected and analyzed by an external evaluator. If you’re working on a logic model related to business impact, you may choose to gather data from your employees or other stakeholders.

Considerations for Developing a Set of Core Indicators
Consider working with stakeholders such as: CSR leaders, Community leaders/partners, CSR communications staff Can be aggregated across grantees Give a strong indication of outcome achievement Can be mix of qualitative and quantitative Lisa Speak to the value of the dashboard When developing your indicators, remember that your grantees and other experts in the field are a great source of information and can serve as a reference point! Lisa asks Jaime: What are your reflections on the data prioritization/indicator development process at Symantec? What value did this process bring to Symantec? How are you using the indicators to inform your strategy? Any recommendations for other companies that may want to go through this process at their company?

Integrating Into CSR Story
Lisa

Integrating New Goal into CSR Story
The revised SC3 program goal is being included in the Corporate Responsibility Report. The CSR team is ensuring senior leaders are knowledgeable about the new goal and communicating to stakeholders via internal steering committees. The CSR team is working with their major nonprofit partners to more clearly track and communicate outcomes.

Summary Overview Lisa

Approach Stakeholder engagement
- CSR leaders - Senior leaders as needed 1. Assess existing CSR impact story; Identify goals to be refined - CSR leaders - CSR communications staff - Senior leaders / Executive champions as needed 5. Integrate into CSR impact story 2. Refine / develop goals; align with company goals Stakeholder engagement - CSR leaders - Senior leaders/ Executive champions - Expert advisors as needed Stakeholders that may be involved at each stage: #1 – CSR leaders, in some cases – Senior leaders #2 – CSR leaders, Senior leaders or executive champions that are accountable for company goals and those who will communicate results; Expert advisors as necessary #3 - CSR leaders, Community leaders/partners (initially or later down the line) #4 - CSR leaders, Community leaders/partners (build on what they have/know), CSR communications staff #5 - CSR leaders, CSR communications staff, Senior leaders/Executive champions as needed – those who are telling the story 4. Select priority indicators 3. Develop logic model - CSR leaders - Community leaders/partners - CSR communications staff - CSR leaders - Community leaders/partners

VI. Session Worksheets

Clarifying Your Goals Community Purpose Operations
Share your Mission / Vision: Purpose Community Operations How might you define these three pillars? List all of the issue areas / initiatives underneath each pillar. Identify the measurable goals for each issue area.

Building Your Outcomes Framework
INPUTS SHORT-TERM OUTCOMES STRATEGIES MEDIUM- TERM OUTCOMES LONG-TERM OUTCOMES IMPACT UPON COMPLETION OF YOUR LOGIC MODEL—Circle your priority areas based on: importance; feasibility to collect data; and usability.

Develop a Set of Core Indicators
For each priority area that you circled in your logic model, identify the core indicator(s) for each. Core indicator(s) are data that provide an indication of performance in terms of an agreed vision of success. Core indicators: 1) can be aggregated across grantees; 2) give a strong indication of outcome achievement; and 3) can be a mix of qualitative and quantitative data (e.g., short-term outcomes, investment dollars, grantee stories). Indicator Data Source Timeframe EXAMPLE: % of students with increased positive attitudes towards school Education portfolio grantees Annually

Create a Communications Plan
Audience Content Type Core Indicators Timing Responsible EXAMPLE: CSR Team Internal Review All progress indicators, grantee feedback December Entire team

Questions? Lisa Frantzen Senior Evaluation Consultant TCC Group Tom Knowlton Partner & Director of Corporate Services TCC Group Jaime Barclay Senior Manager, Corporate Responsibility Symantec

Strengthening Your CSR Impact Story with a Program Outcomes Framework

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