As the economy gradually recovers from the COVID-led disruptions and market comes out of VUCA (Volatile, Uncertain, Complexity and Ambiguity) situation, the learnings that the crisis period has brought to all of us are invaluable.
During this tough period, the Corporate Social Responsibility led interventions also created larger-than-expected impact on the ground level. Companies continued with their Corporate Social Responsibility (CSR) programme and also experimented with new ideas and brought in innovation in their CSR execution. They truly turned challenging times into new CSR opportunities.
So, what are the COVID learning for CSR stakeholders? How can they be better prepared for a similar crisis in future? What new avenues they found out of this crisis?
Read below the top 7 learnings for CSR community through the tough COVID period.
1. Be ready to adopt the change
The COVID led disruption has been unprecedented. On one hand many existing CSR projects came to a grinding halt, on the other hand the need for new CSR activities became even more important during Corona pandemic.
In such a situation, only those corporate could perform well who quickly adapted to the changing environment, emerging social needs and new project implementation protocols. Thus, the key learning for CSR stakeholders is that they should keep themselves ready for any such disruption in future as well. This could be a great saviour for them towards smooth running of their CSR projects in difficult times.
2. Collaborate and Learn
The crisis situation during COVID period witnessed companies going into quick collaborating with government agencies and peers to create more impact through their COVID relief work. The lengthy processes for collaborations were cut short for quick implementation of joint relief operations. This process also led companies to learn from the best CSR execution practices of each other.
3. If you are determined, nothing can stop your CSR plans
One of the most cited reasons that corporates put in their annual report for not spending the prescribed CSR amount is execution challenges. However, the COVID related CSR work and project execution proved that CSR work just need your determination towards helping your communities. In the beginning of 2020-21 financial year, very few companies had planned their CSR for COVID related work. But, given the immediate need for COVID relief work, most of the companies planned related CSR projects mid-way and quickly launched the same so that benefit reaches to the affected communities at earliest. The execution challenges did not deter the companies from working on various COVID projects.
4. Evolve your CSR implementation strategy
The corporates also learnt to keep their implementation plan B ready in case the plan A fails. Since almost every corporate house had to carve out a plan B to execute their project implementation during the COVID times and they obviously faced multiple challenges on that front, they learnt how important it is to have a second CSR implementation plan ready. The implementation plan B will ensure that the CSR commitments are actually fulfilled and the budget is spent properly even in the case of any sudden disruption of your plan A.
5. Technology can be key differentiator
As the strict COVID protocol came into effect, it became almost impossible for companies and implementation agencies to do group and mass activities. They could not easily physically reach out to communities and affected people during this period. It led many companies to adapt technology-led solutions through which affected people could be helped. Fortunately, many technology-driven CSR activities in education and health related became highly successful. The technology intervention has not only made the impact much better but it also opened way for the successful CSR projects to become scalable in the long-run. Further, the exposure to technology led CSR projects for all the stakeholders - companies, implementation agencies and beneficiaries, makes it much easier for them to continue with the same in future as well.
6. Innovation in CSR implementation could be the next big thing
The COVID scenario forced companies to think new ways of CSR implementation and also drove them to create new projects that could work in the changing scenario. For example, online education and counselling and online health support became winning ideas. However, it was the need of the hour. But now corporates need to think more of such innovative ideas that can be the most relevant for the society and communities. With changing times, experimentation with new ideas and approach becomes very important.
7. New normal for CSR
As day-to-day life also changed in the COVID situation, everybody is coming to the terms with the new normal. This new normal also applies to companies and CSR implementation agencies. Many CSR implementation approach will no longer work in the new normal. Also, many new approaches adopted by companies and implementation agencies can continue in the post-COVID phase also. The community expectations from companies have also changed. Companies may have to ensure more participation of implementation agencies into their CSR planning so that projects can be executed well in the changing scenarios. The CSR stakeholders will now need to understand the new expectations from each other. The change is going to be lasting in the new normal!
