Designing Effective CSR Programs To Connect to Today's Youth



Corporate Social Responsibility goes beyond one-time cash donations. Long-term CSR strategies that encourage employees to actively engage in the community build a healthy corporate culture and image, and promotes a company's value. AmCham Shanghai's Business Council For Social Responsibility is pleased to present a workshop for CSR practitioners on how to develop good CSR projects that meet their internal stakeholders' expectations and engage younger workers. The workshop will take place at 2:00 to 4:00 PM on May 29 at the AmCham Shanghai Conference Center.

During this workshop, CSR managers will discuss how to design and carry out effective CSR programs that go beyond traditional education projects and connect to the younger generation, especially college students. The workshop will answer the following questions:

• What goals can CSR projects achieve for companies?
• How to design a CSR project that can be favored and shared by the younger generation?
• How to transform educational CSR projects for school students in order to meet the win-win situation of corporate goals and social goals?

Who should attend:

• NGO Representatives
• HR Specialists
• CSR Practitioners
• PR and Marketing Specialists

企业如何设计联接、服务年轻一代的CSR项目

企业社会责任一直都不只是简单的捐赠，或一次资助行为，而应成为企业战略的一部分。从影响员工主动参与到影响社会，这个过程更是营造企业文化、传播企业价值理念的有效途径。

随着近两年企业对CSR项目产生了愈发明确的定向需求，企业如何精准找到符合预期的CSR项目成为一个普遍问题。其中无论是传统的教育类公益项目转型，还是希望更强地联接年轻一代大学生的项目，也越来越受到企业的关注。

- 联接年轻一代的CSR项目，究竟可以为企业带来哪些目标的达成？

- 如何设计一个受到年轻群体喜爱和乐于分享的CSR项目？

- 传统面向小学生、初高中生和大学生的教育类CSR项目如何转型，以更符合企业目标和社会目标的共赢？

参与者将在现场分成三个小组分组讨论：

A: CSR项目服务于企业雇主品牌、校企关系和招聘目标 (CSR + HR)

B: CSR项目服务于企业面向年轻人的品牌或者公关传播目标 (CSR + PR/Marketing)

C: CSR项目服务于企业打造创新和包容的文化（CSR + HR）

企业CSR经理人、知名NGO组织、企业HR、企业PR和市场部门一起，就企业如何找到能有效联接年轻一代的CSR项目，进而推动品牌、企业多元文化融合、到雇主品牌和校企关系深化的讨论。听听来自各大企业最真实需求的声音，为企业及NGO带来一场头脑风暴和现场设计CSR项目。