1. Factors Necessary for Effective CSI in South Africa
Setlogane Manchidi
Serious Social Investing Conference
11 April 2016

2. Masters Research 10 seasoned 10 leaders CSI Heads with active
across industry
10 leaders
with active
involvement in CSI
Sample of 20
Face to face
interviews
Thematic
Analysis

3. Three Research Questions
1. CSI impact in South Africa
2. Factors necessary for effective CSI implementation
3. Identification of CSI focus areas ( )

4. Number of Participants Percentage of Participants
Positive Impact?
Response
Number of Participants
Percentage of Participants
Yes, it is having impact 15
75%
No, it is not having impact 5
25%
Totals 20
100%
All 15 who responded yes to impact felt the need to qualify their responses.

5. Impact is Limited Slow pace of impact Impact only in pockets
Impact not systematic
Impact is poor given financial injection levels

6. “Articulation of a clear purpose is key.”
Key Factors
CSI not Motivated by Marketing
Strong Objection to marketing as CSI driver (20/20)
CSI purpose: To drive broader societal transformation
Making ‘meaningful social development change in society’ would shift things for the better
“Articulation of a clear purpose is key.”

7. Key Factors 2. Alignment Between CSI and Business Strategy.
Balance between driving social development and business goals, strategy and aspirations
Unpacked alignment: sectoral, geographical, cultural and values alignment
Improved alignment between CSI and business strategy should lift CSI’s positioning in business
Ensure that business commitment to CSI is not an artificial one

8. Key Factors 3. Appropriately Structured & Staffed CSI Division
CSI should not in Marketing – responsible for the low impact rate
CSI should not be outsourced or located external to the business in the form of an arms length foundation
Creation of separate CSI division/department with an equal standing as other operational departments

9. Key Factors 3. Appropriately Structured & Staffed CSI Division
Resource CSI division appropriately
Strategic positioning of CSI would be strengthened when suitably qualified people manage CSI strategies and efforts
Balance CSI division staff compliment 50/50 – half social development and other half business
CSI division must report to the highest office (MD/CEO)

10. Key Factors 4. Focused CSI Strategy
Being everything to everyone not useful for impact (Unanimous)
Need to focus but make better-informed choices
Consideration of alignment to strategy is important
- What constitutes greater alignment business strategy

11. Key Factors 5. Carefully Considered Collaboration
Acknowledged limitations associated with collaborating
Brand related competition
Trust deficit between corporates
Clarity around intentions of potential partners
Form of collaboration should be consolidated
Over a quarter of participants not convinced on collaboration

12. Key Factors 6. Focusing Communication of CSI on Impact
There is a need to communicate CSI efforts (All)
Sensitivities around the how to communicate CSI. (Marketing of CSI not like marketing a product)
Balanced communication – Failures & Successes
Focus more on difference made, avoid grand standing

13. Key Factors - Recap CSI not motivated by marketing purposes
Alignment between CSI and business strategy
Appropriately structured and staffed  CSI division reporting to the highest office in business;
A focused CSI Strategy;
Carefully considered collaboration within CSI; and
Focusing communication of CSI on Impact.