CIVITTA and SATIO helped the Red Cross to analyze the CSR market in Ukraine, Georgia and Armenia

CIVITTA and SATIO successfully carried out research to analyze the corporate social responsibility practices to help the International Federation of Red Cross understand the current CSR market and set out a strategy for the Red Cross to become a partner for the private and state companies in implementing CSR initiatives in Ukraine, Georgia and Armenia.

The International Federation of Red Cross was looking into the opportunity of developing their activity in the sector of corporate social responsibility (CSR) and required market research for Ukraine, Georgia and Armenia

The International Federation of Red Cross and Red Crescent Societies (IFRC) is the world's largest humanitarian network that reaches 150 million people in 192 National Societies through the work of over 13,7 million volunteers. Guided by the Red Cross 2020 Strategy, the organization wants to deepen its role in tackling the major humanitarian and development challenges of this decade. One of the directions that the Red Cross would like to develop is increasing their participation in implementing CSR projects. When approaching CIVITTA, the Red Cross was specifically interested in market research for Ukraine, Georgia and Armenia with recommendations for successfully reaching out to businesses in these countries to implement CSR projects.

In order to provide comprehensive market research, CIVITTA and SATIO joint team offered to carry out a 2-stage analysis. During the first stage, the project team mapped the companies, which have implemented CSR projects in the past, ranked them, and identified the most active companies. During the second stage, the identified active companies were contacted for an interview to find out more details on the different approaches that businesses have in implementing CSR projects. The results of both stages of the analysis were synthesized to provide the Red Cross with key insights on the markets as well as helped to develop the network of the Red Cross for future partnerships.

In order for the research to be as representative as possible, medium-sized companies (from 50 to 150 employees) and large businesses (5,000+ employees), local companies and companies belonging to international structures, private companies, and state-owned were represented among the interviewed companies.

The respondents were representatives of companies competent in CSR issues: PR / marketing specialists, HR managers, as well as top management of companies. The interview took place in the format of a free conversation and took about 1-2 hours.

The purpose of the interview was to get acquainted with the CSR business practices and to learn about:

1. Understanding of CSR and existing practices. Motives for supporting the implementation of CSR initiatives in general.
2. The directions of CSR in companies. Practices, motives and biases in decision making.
3. Attitude towards certain forms and types of CSR. Experience of use. Readiness and barriers to implementation.
4. Models of decision making. CSR financing.
5. Cooperation with NGOs in general and with the Red Cross in particular.

As a result of the research carried out by CIVITTA and SATIO, the Red Cross received insights about the CSO practices in the selected regions as well as practical recommendations on approaching new clients for CSR projects

The research results included:

• analysis of important criteria for choosing a CSR initiative, which are its relevance (especially in crisis situations), compliance with the direction of the business and the interests of management,
• analytics in the most popular areas of CSR, including helping children (both employees and in general), culture and art, as well as ecology,
• detailed analysis of such forms of CSR as financial assistance, in-kind, pro bono, corporate volunteering and social marketing,
• research of decision-making models for CSR projects and budgeting processes,
• recommendations on how to formulate a value proposition for the Red Cross that has a high chance to be supported by business.

The research also included a matrix of companies with which the Red Cross should contact in the first, second, and third turn.

In 2020 the majority of businesses implementing CSR initiatives increased their CSR budgets to help the governments tackle the COVID-19 pandemic. Our analysis noted cases when companies increased their CSR budgets 2, 5, or even 11 times.

The research provided the Red Cross with unique insights into the key CSR practices of businesses, which will help them better formulate their value proposition and offer the CSR initiatives, which are likely to be supported and funded.

Interested in analyzing CSR practices and market analysis on CSR in different countries? Contact us to find out about the trends in the sphere of CSR in different countries!