Competence, Commitment, Coordination and Teamwork influence success of the CSR projects. CSR leaders are appointed by the corporates to lead the team and achieve the objectives of the organization. The CSR leaders are responsible for identifying and analysing the societal issues around them and finding optimum solutions. The organizational system accountable for recruitment, evaluation, and training of CSR leaders plays a crucial role in the success of CSR. At every level of work, the proper understanding of assigned tasks, responsibilities and working relationships in a healthy and constructive work environment may play an essential role in achieving results. The individual competence, their commitment to CSR projects, coordination with the other and teamwork need to be supported by a friendly and progressive environment among the members of CSR execution.
For enhancing the outcomes of CSR, I suggest the following:
Competence
Competence of the individuals is directly connected with their wisdom and is all about implementing the intelligence strategically for the achievement of the goals. Wisdom is a product of learning and acquiring knowledge continually. Knowledge about the business, organization, and profession as a whole, analytical skills, and interpersonal skills are required for CSR managers to identify and find a solution to the challenges as well as tap the opportunities available. Without strategic implementation, knowledge may not be sufficient to ensure success. Hence the competence of CSR manager is key to measurable outcomes.
Commitment
Competence of the CSR leaders needs to be channeled in the right direction so that the commitment in their work brings fruit to the organisation. Self-motivation, willingness to achieve success and the organisational environment is the key to the responsibility of CSR leaders. Commitment and integrity to the CSR projects, the organisation as well as the society as a whole bring extraordinary outcomes. CSR leaders need to ensure that the motivation of the team is kept high by various activities like rewards, recognition, employee participation, and other strategies. The high level of commitment is essential for the coordinated actions by the CSR teams.
Teamwork
Teamwork is well recognized as an essential step to success by the thinkers as well as corporate leaders. Teamwork is especially necessary to collectively identify the issues related to cost, quality and scale. Collective work and idea sharing results in a quicker resolution of problems as well as tapping the opportunity to enhance outcomes in corporate social responsibility projects.
Coordination
The planning and execution of a highly effective, cost-effective CSR projects depend on close coordination among CSR management team, the board of directors, finance, human resource, public relations, sustainability, legal teams in the organisation. Externally, the coordination among the various stakeholders, community and CSR management is also critical for success. Effective teamwork demands coordination at multiple levels whether internal or external members of the organisation. The CSR management needs to identify the various parties who directly or indirectly impact the outcome of the projects. Leadership needs to determine the level of coordination and develop the environment which supports teamwork during the project planning and execution.
(Rusen Kumar is the visionary entrepreneur, author and founder of India CSR Network and CSR Mart, regularly writes on Corporate Social Responsibility. He can be reached at rusenk@indiacsr.in)
Views are personal.
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