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KPMG - How KPMG Ensures Active Partcipation in Cross Border CSR Programmes.

Added on 22-03-2013

Company

KPMG

Year

2007

Business challenge

KPMG is a global network of professional services member firms. KPMG member firms provide services in 148 countries. In the KPMG 2006 staff survey, carried out across all member firms, 79% indicated they want to use their skills to directly support an NGO or charity. There is no question of the great value of CSR, but how we achieve a consistent, sustainable and global approach is a challenge.

Description

KPMG Values state that each member firm is "Committed to our Communities" . To reinforce our commitment, KPMG International has had a board member responsible for CSR policy since 2006. With 113,000 people around the world, KPMG member firms make a critical contribution to the world every day through the very nature of what we do for our clients. To take this to the next stage, we are developing an innovative plan to ensure that the people of KPMG make the greatest difference to issues of global significance in a way that inspires, galvanises and unites the global network of member firms.

Using the Millennium Development Goals (MDGs) as our blueprint, we have embarked on an initiative entitled the "KPMG Global Project" which will be a mechanism to align our skills to resolving issues of global significance, like climate change and the alleviation of entrenched poverty. The "KPMG Global Project" is in its pilot year and we project its worldwide launch in April 2008. When fully operational, the "KPMG Global Project" will apply member firms skills, knowledge and resources in pursuit of the Millennium Development Goals. We intend to pioneer a model of excellence in corporate engagement and manifest KPMG's commitment to communities on a truly global scale.

The eight MDGs - which range from halving extreme poverty to halting the spread of HIV/AIDS and providing universal primary education, all by the target date of 2015 - form an outline agreed to by all the world's countries and leading development institutions. They have inspired unprecedented efforts to meet the needs of the worlds poorest.

Specific to Europe, internal CSR practitioners in the the Europe, Middle East and Africa (EMA) CSR network are aiming to ensure active partcipation of KPMG's member countries in CSR through cross border CSR programmes.

One of the most successful programmes co-ordinated through the internal EMA network is Make a Difference Day (MADD) which is a hands-on volunteering day, encouraging our employees to give their time to make a positive difference in their local communities. Participation has grown over the last 3 years and we now have 19 countries organising over 110 projects involving over 2300 volunteers - many of which are volunteering for the first time.

Another project the EMA CSR network co-ordinates is our festivity e-card programme. We link with local schools, in our member firm countries to gain artwork for christmas cards. As a result of the success of the Christmas e- cards last year - where over 100,000 cards were sent and about 800kg of waste saved due to it being an ecard - we are currently looking to extend this programme to other festivities such as Vaisakhi (Sikh), Wesak (Buddhist), Rosh Hashanah (Jewis), Eid-ul-Fitr (Muslim) and Divali (Hindu).

A third project we have rolled out across the EMA network is the Responsible Consumption programme to help 'Reduce, Reuse and Recycle' natural resources. The focus of the programme is developing a culture whereby employees are aware of and actively contribute to the firm being environmentally responsible. All participating countries together are aiming to save a maximum of 12,189,220 sheets of paper in the business year 2007/2008. In addition on a global basis many practices have received a template for a carbon footprint bookmark with 24 ideas on how to make a difference both at home and in the office.

Impact

  • Different stages of development in each country.
  • Cultural, political and regulatory differences.
  • Maintaining enthusiasm
  • Measuring impact and success
  • Resource required to manage intiatives

Challenges/Lessons learned:

  • International collaboration facilitates continuous learning - through sharing best practices, new ideas and experience.
  • Strengthened KPMG's reputation and brand presence.
  • Improves KPMG firms appeal in attracting and retaining the best people.
  • Increasing number of volunteers all over the world (MADD)

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