Date: 13th April [600820]

Date: 13th April
To: Jane Austin – Project Manager
From: Roxana Gogu
Subject: CSR projects focused on education

As requested this is a report that provides information about both the social responsibility
programmes targeting education in the UK/ USA and similar programmes already existing in
Romania. Its purpose is to decide whether the introducing of such a programme in our company
will bring benefits and to help us settle upon the issue of adopt ing and implement ing a CSR
programme locally.

Companies from the UK /USA actively involved in CSR projects focusing on education

SKY PLC
Sky plc (also known as Sky Europe) is a British, pan -European satellite broadcasting on-demand
Internet streaming media , broadband and telephone services company with headquarters
in London . It has operations in the United Kingdom , Ireland , Germany , Austria and Italy. Sky is
Europe's biggest and leading media company and largest pay-TV broadcaster, with 21 million
subscribers and 30,000 employees as of 2015.

Just as all big corporations SKY PLC knew that no major company strategy is complete these
days w ithout a statement on corporate social responsibility. So, o n a social level, they decided to
focus on supporting young people.

One of the CSR programme implemented by them is the “Sky Academy” which aims at helping
children prepare for a successful future.

Sky Academy uses the power of TV, creativity and sport to help youngsters build practical skills
and experience. They set a target of reaching one million young people in the UK and Ireland by
2020.

They have five initi atives within this programme , and they cover all ages, from primary school
right through to those starting their careers. They’ve linked up with educational

Date: 13th April
To: Jane Austin – Project Manager
From: Roxana Gogu
Subject: CSR projects focused on education

specialists, and brought together role models from across the worlds of TV, creativity and sport
to help set young people on a path to success.

1. Sky Sports Living for Sport : Multi -week and one -day sports projects with schools,
supported by world -class athlete mentors, to inspire young people and help to build
confidence and practical skills.
2. Sky Academy Skills Studios : A half -day interactive experience giving eight to 18 -year-
olds the chance to come behind the scenes at Sky and make their own TV report, linked
to topics they are studying at school.
3. Sky Academy Ca reers Lab : A full -day experience giving 16 to 19 -year-olds the chance
to take part in practical workplace challenges at Sky and learn about jobs in media,
business and technology.
4. Sky Academy Starting Out : One to three -year paid graduate programmes and
apprenticeships; and work experience and placement opportunities at Sky to help give the
best start to working lif e.
5. Sky Academy Scholarships : A scholarship programme of mentoring and financial
support for up -and-coming talent in sport, the arts and TV to b oost their careers.
Not only did this CRS programme bring real -life inspiration to young people , but it also helped
them understand the range of potential careers in this particular industry and beyond.
Also, keep in mind that through this programme, SKY P LC has succeeded to make a difference
in the future of their business, making themselves known and so winning new consumers while
gaining the trust of the old ones, but also finding young bright minds to work for their company,
reducing costs for recruitme nt.

Date: 13th April
To: Jane Austin – Project Manager
From: Roxana Gogu
Subject: CSR projects focused on education

BP PLC
BP plc, also referred to by its former name, British Petroleum, is one of the world 's seven " super
major " oil and gas companies. It is a British multinational company , headquartered
in London , England , whose performance in 2012 made it the world's sixth -largest oil and gas
company, the sixth -largest energy company by market capitalization and the company with the
world's fifth -largest revenue (turnover) .

After gaining weight on the market, they have decided tha t that societies and communities where
they work should benefit from their presence .This happened particularly when t hey realized that
the impact of falling oil prices will be felt not only by their industry, but also by their host
countries, especially in areas where government revenues are heavily dependent on oil and gas.

BP PLC, took action and implemented “The BP Foundation ”.

The BP Foundation is a charitable organization working to benefit communities around the
world by prioritizing donations to charities that support science, t echnology, engineering and
math education, and humanitarian issues. In 2015 the foundation contributed $370 thousand to
organizations and schools around the world that aligned with these focus areas and $310
thousand to lo cally based relief organizations.

The foundation also matches the personal contributions that BP employees make to eligible
charities of their choice. In 2015 employees gave around $6.9 million, which was matched with
grants of approximately $9.6 million .

Date: 13th April
To: Jane Austin – Project Manager
From: Roxana Gogu
Subject: CSR projects focused on education

Moreover, they make “Community Investments” contributing to education initiatives in regions
where they work. In Angola, for example, they helped construct 10 schools in rural areas in order
to make education more accessible to local communities. Since completion, the initiative now
provides access to education for almost 9,500 children and about 250 jobs for local teachers.

Their outcome is clearly stipulated: benefit ing communities , encouraging deve lopment,
attracting governments sympathy, build capability , provide access to education and create
potential workers because they seek to recruit their workforce from the local community or
country.

MC DONALD’S
McDonald's Corporation is one of the most succ essful companies in the world. I t is the l argest
and best -known global foodservice retailer with more than 24,500 restaurants in 115 countries.
The return on the company's stock has been superior to the market, with a compound annual total
return of 21 percent over the past ten years. The company' s brand is one of the most recognized
in the world.

They worked diligently to develop this CSR & Sustainability Framework focused on five key
areas —Food, Sourcing, Planet, People, and Community. These pillars are central to their
commitment to create shared value for their business and society.

In order to make that happen they have created RMHC. Ronald McDonald House of Charity is a
non-profit organi zation that helps children and their families. Its mission is to create, find, a nd
support programs that directly improve the health and well -being of children.

What do they do regarding education? Well, one particular thing that they accomplish through
RMHC is giving scholarships for outstanding students. Ronald McDonald House Chari ties and
its network of local chapters offer a number of scholarships to a diverse group of high school

Date: 13th April
To: Jane Austin – Project Manager
From: Roxana Gogu
Subject: CSR projects focused on education

students. Since inception in 1985, the RMHC system has awarded over $37 million to high
school students from across the country.

Through this huge m ovement, McDonald’s has succeeded to shape their future, focusing on a
long-term view of the social and environmental business imperatives.

Similar programmes already existing in Romania

NN ASIGURARI DE VIATA
Nationale -Nederlanden (NN) is one of the largest insurance companies in the Netherlands. Aside
from insurance, the company also offers some banking products such as mortgages .

The company has headquarter s in Romania and it is the number one leader on its market. In
order to create a shared value they actively involve themselves into charities and organize actions
which help raise funds for people in need.

A CSR educational programme which they adopted is NN Your Future Maters Scholarships .
Through this programme they take social responsibility by giving young people who are in need
of support, access to their means and expertise to help them create economic opportunities,
overcome adversity and realize their dreams. The NN Fut ure Matters Scholarship is financed by
NN and administered by EP -Nuffic. The scholarship amounts to € 5,000.

Romania is a country with brilliant students but with limited financial possibilities. By
implementing this programme NN has made a difference in the lives of many students and built a
strong connection both with present customers and future customers.

Date: 13th April
To: Jane Austin – Project Manager
From: Roxana Gogu
Subject: CSR projects focused on education

Recommendations
In order to engage in CSR activities with an increased level of efficiency I would suggest the
follo wing :

 Engage in strategic use of social investment budget .
 Achieve increased level of cooperation between the various departments of the business
in terms of achieving CSR related aims and objectives .
 Don’t focus all the company’s attention only on one huge CSR programme but also
implement small actions such as open gates of the company for students interested in
working in our domain, or for our company.
 Find out if our own employees have skills in som e particular fields (foreign languages,
playing instruments and so on) and organize small sessions for them to teach young
people.
 Keep in mind that the company’s development through the CSR is our main focus but
also to increase the well -being of our futu re representatives (students now -a-days) .
 Ensure the existence of CSR skills in all employees within the organization.
 Partner up with specialists .
Benefits
 Gaining shared value for our company and the society .
 Build confidence among customers through the good reputation that is being created .
 Attract sympathy and new clients.
 Good relationships with local authorities make doing business easier.
 Find potential employees among students benefiting from the CSR .
 Making a difference in the future of our business .
 Attract potential investors .
 Boost local economy by hiring graduates and also reducing costs of recruitment.

Date: 13th April
To: Jane Austin – Project Manager
From: Roxana Gogu
Subject: CSR projects focused on education

 Activities such as involvement with the local community are ideal opportunities to
generate positive press coverage.
 Under standing the wider impact of our business can help us develop new products and
services.
 An innovative CSR initiative can reinforce the company’s business purpose and
seamlessly leverage its operational competencies.

Bibliography
Unknown author, 2016, Sky Plc [online ] Available at: <https://en.wikipedia.org/wiki/Sky_plc>
Nicole Fallon Taylor, Business News Daily Assistant Edito r, 2015, What is Corporate Social
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<https://corporate.sky.com/bigger -picture/inspiring -action/young -people/uk -sky-academy>
Unknown author, 2016 , BP [online ] Available at: <https://en.wikipedia.org/wiki/BP>
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Available at:
<http://www.aboutmcdonalds.com/content/dam/AboutMcDonalds/2.0/pdfs/2012_2013_csr_repo
rt.pdf>

Date: 13th April
To: Jane Austin – Project Manager
From: Roxana Gogu
Subject: CSR projects focused on education

RMHC, Up -to-date, Keeping families with sick children close to each other and t he care and
resources they need [online ] Available at: <http://www.rmhc.org/>
McD onald ’s, Up -to-date, Scholarship s [online] Available at:
<http://www.aboutmcdonalds.com/content/mcd/corporate_careers/student_zone/scholarships.ht
ml>
Fred Brazelton, Scott Ellis, Carlos Macedo, Alton Shader, and Ken Suslo w,1999, Poverty &
Prejudice: Breaking the Chains of Inner City Povert y [online ] Available at:
<https://web.stanford.edu/class/e297c/poverty_prejudice/citypoverty/hedge_poverty.html>
John Dudovskiy , 2016, Corporate Social Responsibility (CSR) Recommendations for Business
[online ] Available at: < http://research -methodology.net/corporate -social -responsibility -csr-
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