Businesses must be careful not to impose on people what they think they need or what the companies want.
A number of corporate social investment (CSI) projects that have been undertaken by companies have turned into white elephants because the companies may not have researched the needs of the community for which the initiative is intended.
Don’t be paternalistic; ensure you engage the community in the project to be implemented. Make sure it becomes theirs and is not your own, and you will find people will ensure the goals of the initiative are carried out to the full and that money and resources keep flowing in to keep the project growing, self-sufficient and sustainable.
To get buy-in it is essential to invite all the relevant stakeholders to participate. That is the only way to ascertain that whatever project is embarked on originates from that community. If that is the case, you can show the community that you are walking the path with them and not imposing yourself or your ideas on them, but rather empowering them.
Once the stakeholders are involved and behind the venture they will take ownership of it. In order for an initiative to be sustainable it needs security around it. If the community has bought into it and has taken ownership of it, it will jealously guard it against vandalism and damage.
The BHP Billiton Development Trust ensures the community gets full benefit from its CSI initiatives. We get involved in projects that provide an environment that is conducive to business growth and opportunities. This helps to reduce the level of crime by engaging young people in programmes and ensuring they get off the streets.
Projects usually also create capacity and open up opportunities for the growth of our own company. If we have well-educated and healthy employees, it makes it easier to achieve our business objectives.
Companies must realise they can only get real recognition and acceptance of their CSI initiatives if they respect the communities with which they work and treat them as valued partners.
Sam Seepei is senior manager, BHP Billiton Development Trust