BT Responsible Company Case Study

BT has realised the importance of corporate responsibility in its overall strategy for quite some time. However, following an audit in 2006 the CSR manager at BT was given the responsibility for developing a programme more aligned with the company’s core business - communications.

What they did

One of the most important elements of BT’s corporate responsibility strategy with its renewed focus on communications is its ‘Connecting Communities’ scheme. Through this BT has created a number of partnerships with organisation such as charity citizens online to help deliver digital inclusion programmes to six distinct groups who are most at risk of being excluded from the use of modern communications technology. It has also set up BT Community Connections which is an award-scheme that gives internet-ready pc packages to charities and community groups to help them realise full potential of internet and ICT.

One of the most important elements of BT’s corporate responsibility strategy is BT volunteers. This is a programme where staff deliver a range of communications based activities in local schools. The company use the programme to develop talent and leadership qualities of staff while at the same time delivering a powerful message to school children. BT’s commitment to volunteering is demonstrated by the fact that they are members of the Business in the Community Cares Programme and support the Young Scientist Exhibition in Dublin by allowing staff special leave to attend.

Environmental issues are also very important to BT as is shown by its attainment of ISO accreditation in January 08. Other ways it has demonstrated its commitment to the environment include; support for employees to set up Carbon Clubs in their local areas; its support for environment education programme in schools and the inclusion of a CR credentials in contract bids.

As part of its overall CR strategy BT is also very generous in providing both cash and in-kind support to various charities and community groups.

Impact

A staff survey shows 83% of employees feel BTNI takes its responsibility to society and the community very or fairly seriously.
81% of employees said that BTNI’s environment strategy either improved or would improve their perception of the company.
Successfully achieved ISO14001
22 employees applied for funding from the BT Community Champions scheme and in total saw a further £5,640 invested in their clubs/charities.
Community benefits from total investment of almost £800,000 in one year alone.
EOL project: 3,134 people have learned how to get online; 7177 attendees at 1003 EOL events and sessions. EOL assisted Southern Area Hospice with successful bid for £75,000 from Big Lottery Fund to equip an IT suite.
BT Community Connections awarded 90 groups/charities PC packages at investment of £117,000.
Marketing research shows that because of our CSR programmes, customers are 25% more likely to remain with BT.