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Venue & Date

Mengenal CU Karya Kasih


1. Apa itu CU KKS?
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?

1. Apa itu Credit Union Karya Kasih


Sejarah & Terminology

Rooted in the evolution of commerce

Credit Union Social Responsibility notes the unique approach of credit
Many terms in use, for example:
o Corporate social responsibility/Corporate responsibility
o Corporate citizenship
o Sustainability
o People, planet, profits
o Sustainable development
o Environmental, Social, Governance (ESG) (investor terminology)
o Triple bottom line

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 unions social and
environmental performance to reduce its
negative and enhance its positive impacts.

Sustainable Finance
For financial institutions, CSR incorporates
social and environmental considerations into
financial products and services (banking,
insurance and asset management), and is
often referred to as sustainable finance.

CSR Practice Areas

1. Governance, ethics and management
2. Environment
3. Community involvement
4. Employee relations
5. Member (customer) relations
6. Products and services
7. Supplier and business partner relations

CSR Practices Continue

8. Human rights
9. Aboriginal relations (where relevant)

Stages of CSR
Stage 1: Pre-CSR
No consideration of environmental or social impacts or role

Stage 2: Basic
Takes an ad hoc approach to CSR; primarily focuses on philanthropy
plus some basic environmental steps such as recycling.

Stage 3: Proactive
Invests in a few CSR initiatives where it can reduce costs, foster
employee engagement and build brand.

Stages of CSR Continue

Stage 4: Integrated
CSR is embedded across the organization through policies, procedures
and practices; CSR goals are incorporated into business strategies.

Stage 5: Mission-Driven
The business purpose is to improve social and environmental


CSR Leadership
1. House in Order
2. Products and Services
3. Investments and Procurement
4. Stakeholder Engagement
5. Advocacy


CUCC Position Statement

Canadian Centrals Board of Directors adopted
four principles to guide its work to help member
Centrals and Canadas credit unions to build
stronger, more sustainable communities:

Demonstrating co-operative and sustainable governance

Promoting social inclusion and diversity
Fostering economic development
Encouraging environmental sustainability

CC Position Statement


International Co-operative Principles

International Co-operative Principle 7:
Concern for Community
Co-operatives work for the sustainable development of their communities
through policies approved by their members.


International Standards for CSR

International Organization For Standardization
(ISO) adopted CSR guidelines in 2010

Referred to as ISO 26000: Guidance on Social Responsibility

Seven ISO principles of social responsibility:


Ethical behaviour
Respect for stakeholder interests
Respect for the rule of law
Respect for international norms of behaviour
Respect for human rights


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 impacts
Aligned with CUCC and international cooperative principles


Summary 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


2. Why have a CSR Strategy?


Drivers of CSR Trends

Campaigning NGOs (non-governmental organizations)

Rise in government and regulatory standards
Investors seeking improved ESG performance
Globalization of corporations
Instant worldwide communications
Supply chains and increasing CSR demands of purchasers
Niche innovating sectors
Rising customer and employee expectations
Growing resource scarcity
Rising poverty levels
Corporate scandals
Trade associations
Growing awareness of the business case


CSR Trends
Companies are:
Adopting CSR commitments and policies
Taking a catalytic role within their spheres of influence
Implementing 3 5 year CSR strategies
Disclosing their CSR performance in CSR reports
Creating board CSR committees
Assigning accountability to a senior staff person reporting to a CEO
Supporting internal CSR or green teams and training staff on CSR
Incorporating CSR into their performance management systems
Offering CSR oriented products and services
Perceiving CSR as a risk management and business strategy issue
Key priorities are often climate change and poverty/social inclusion
Redesigning community programs to be more strategic
Consulting stakeholders in developing CSR strategies


International FI Network

Nearly 200 financial institutions (banks, insurers and fund managers) from
around 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 integrate

environmental 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.


CSR Product Array

Social Products

Financing for affordable housing

Products tailored to Aboriginal and other underserved groups
Micro-credit financing for community economic development
Term deposits that finance community development

Green Products

Green mortgages and home improvement loans

Green car loans
Green credit cards
Term deposits that finance environmental initiatives
Green car and home insurance


CSR Product Array Continue

Green Products Continue
Financing for environmental businesses and eco-advice services
Business loans for eco-efficiency retrofits, fuel efficient fleets, etc.
Socially responsible investments


CSR Business Case

Top-line benefits: Generating Growth

Attract and retain customers

Improve employee morale and productivity
Enhance and maintain competitive advantage
Foster innovation and opportunity creation, including new business
lines and new products and services
Build and sustain positive brand and reputation
Build and sustain social license to operate
Improve access to capital


CSR Business Case Continue

Bottom-line benefits: enhancing operational

Avoid and reduce operating costs

Improve recruitment and retention of talented employees
Manage risk
Forestall further government regulation
Improve management quality
Enhance supply chain management


Competitor Scan
CSR management systems:
Banks are designating lead staff and departments to be responsible for
CSR strategy and implementation
They are implementing comprehensive CSR strategies
They are reporting on their CSR performance
They are becoming more strategic in their community investments and
developing environmental action plans to reduce their environmental


Competitor Scan Continue

Community and social priorities include:
Financial literacy projects
Multicultural and Aboriginal banking
Accessibility of banking services to people with disabilities

Environmental priorities include:

Implementing environmental policies and strategies; designating key
staff with environmental responsibilities
Building or renovating green buildings / branches
Reducing energy use and GHG emissions and sourcing renewable
Reducing paper


Competitor Scan Continue

Blended priorities include:
Providing environmental grants to community groups
Implementing sustainable purchasing
Offering Socially Responsible Investment (SRI) products


CSR is becoming mainstream amongst most
sectors, including financial institutions.
CSR oriented companies are implementing
CSR strategies and integrating CSR into
Canadian banks are implementing well
thought CSR strategies.


Summary Continue
A 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
o Core credit union value
o Maintain competitive advantage
o Generate business benefits


3. How To Implement a CSR strategy?


CSR Strategy Development

Phase One: Commitment and Gap Analysis
1.Define CSR and agree on the business case and rationale.
2.Adopt and communicate CSR vision and policy.
3.Assess baseline (e.g. existing programs) and current practices.
4.Research best practices and understand stakeholder priorities and key
sustainability impacts and risks.
5.Conduct gap and opportunity analysis.


CSR Strategy Development Continue

Phase Two: Develop Strategy
1. Develop long-term CSR vision (10 years).
2.Develop medium-term CSR goals and targets (3 5 years) and one
year business plan.
3. Develop key performance indicators to measure progress.


CSR Strategy Development Continue

Phase Three: Implement, Measure and
1.Assign responsibilities and resources.
2.Establish steering committee to monitor implementation.
3.Integrate into performance systems and training.
4.Regularly review performance.
5.Communicate progress on performance.


Common Practice Areas

1. Community (Aboriginal business, accessibility, financial literacy, community
economic development)
2. Employees (Diversity management, work life balance, healthy lifestyles)
3. Environment (Energy, GHG emissions, green buildings, waste, water and
4. Suppliers (Sustainable purchasing)
5. Products (see earlier slide)
6. CSR management and reporting systems


Role of The Board of Directors

Approve CSR mission, vision, values

Adopt CSR strategy and provide oversight over implementation
Monitor CSR policy compliance and integration
Integrate CSR into CEO performance plan and recruitment
Consider CSR trends that impact the credit union and integrate into
enterprise risk management
Monitor stakeholder relations
Foster board diversity (gender, age, ethnicity, etc.)
Provide CSR orientation and education for directors
Provide Input into CSR reporting
Assess board CSR competency


To 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


4. Who is currently implementing

a CSR strategy?


Not 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)


Alterna Savings and Credit Union

CSR definition: An organizations 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 relations

Board sets CEOs CSR goals and ensures board is educated on CSR.

CSR is responsibility of SVP of Marketing, Communications and



Alterna Savings and Credit Union


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

unions CSR efforts.

Provides an ethical screen to its investments, partners and suppliers,

based on Ethical Funds screening program.


Assiniboine Credit Union

Credit Union Mission: Our purpose as a socially responsible and profitable

financial co-operative is to provide accessible financial services for the wellbeing 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 vision

CSR 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, and
integrate CSR and the Co-operative Principles throughout ACU


Assiniboine 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 policies
e.g. Community Investment Policy, Member Engagement Policy


Assiniboine 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.


Northern 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

Seven long-term business goals include three focused on sustainability

and community reinvestment:
o Strong, resilient communities
o Enhanced community reputation and increased profile as a
community leader and champion


Northern Savings Credit Union Continue

o Stakeholder awareness and understanding of and support for Community
Reinvestment Strategy

Board 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 VP

Sustainability is incorporated into job descriptions.

Team of Sustainability Champions provides support to

implementation and manages sustainability projects.


Vancity Credit Union

Credit 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. Its 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, and


Vancity Credit Union Continue

The Community Investment Division includes Vancitys Sustainability Group
(focused on reducing the credit unions 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 initiatives
Community Investment Committee of the Board provides strategic oversight
over Social Finance strategy
CSR is decentralized and embedded into other departments, including
finance, facilities, marketing and branch operations
Currently working on the development of a community impact metric
to measure success


5. Where to go for more information on

Credit Union Social Responsibility?


Canadian Central and CCA

1. Credit Union Central of Canadas Credit
Union Social Responsibility InfoHub at
2. Canadian Co-operative Associations
Environmental Toolkit