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movingforward
and2014priorities
—ourcommunityimpactroadmap
In 2012, we identified that our community engagement will focus on impact
investment. For us, investing in the community enhances reputation, builds
goodwill and creates new economic opportunities. We are at a tipping point on
howwe address social challenges and it is time to radically scale up action to avoid
reactive approaches. We also want to move away from a short-term and
time-bound approach to a targeted, high impact one.
In 2013, we intensified our community engagement both at the Foundation and Group level by embarking on a Community Impact Roadmap (CIR). We believe that
the Roadmap will help us achieve sustainable value creation in community investment. Specifically, the CIR will deliver:
• Flagship programmes that are regionally significant yet locally relevant
• Increased community initiatives in key regional markets
• Progressive, sustainable and tangible outcomes.
The CIR was developed over the course of 2013 when we reviewed our community value chain in order to decode existing community programmes. We asked
ourselves key questions:
Are the programmes based on
significant understanding of
stakeholder profile and needs?
Are we identifying
programmes that have scale
and differentiation?
Do we have
adequate
division of resources
across programmes?
Are we optimising partnership
costs?
Are we maximising reach
of programmes to target
beneficiaries?
Are we effectively monitoring
and evaluating?
A further four-step process was embarked upon that involved identifying, assessing, managing and measuring all programmes to highlight gaps in current practice which can
function as a pathway to key opportunities. We identified the need for a baseline by which we could access future practices through a benchmarking exercise.
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COMMUNITyANDCITIZENSHIP
