Communicating corporate social responsibility and its impact on poverty alleviation (the case of safaricom csr programme in mukuru slum

Abstract

The study was a survey of slum dwellers within Mukuru area. The objectives of the study were to establish the level of knowledge and attitude about Safaricom's CSR activities; to identify sources of information among target group; to determine the level of community involvement in CSR; and to establish the relationship between CSR activities and growth in household income. The population of interest consisted of residents of Mukuru slums that were targeted beneficiaries of Safaricom's CSR activities. The sample size consisted of 100 members of CSR targeted beneficiaries. The sample was drawn from a sample frame obtained from Mukuru Slums Development Project. Data was collected through structured questionnaires. Results were analyzed using mean scores, standard deviations, and cross tabulations. Fifty four percent were aware about Safaricom's CSR activities. Awareness level was closely linked to respondent's age. Younger and older respondents displayed low levels of awareness while respondents aged between 30 and 39 had the highest level of awareness. The study found that people's sex had no influence on their choice of channel of communication. Results showed that radio, television and newspapers in that order were the most appropriate and preferred sources of CSR information by slum dwellers. The use of websites was the least preferred channel by poor people. Coincidentally, it was established majority of slum dwellers owned radio, television and mobile phones. Respondents had access to channels of communication used by Safaricom. Even though Safaricom implemented CSR in Mukuru, it did not involve beneficiaries in identifying interventions leading to poor participation. Communicating CSR activities had insignificant contribution to improving children's education and security of target beneficiaries. CSR activities did not contribute to reduced medical bills incurred by respondents. In addition, there was no relationship in communicating CSR and reduction on house rents, water and medical bills. The study concluded therefore, that communicating Safaricom's CSR activities did not contribute to reduction of poverty in Mukuru slums. Based on findings of the study, the following recommendations have been made: 1.Safaricom should undertake audience analysis among its targeted beneficiary group and change its communication strategies to appeal to this group. 2.There is need for the company to publicize its CSR and involve members of the community in identifying, prioritizing and implementing CSR activities. 3.Safaricom should strengthen monitoring and evaluation of its CSR activities. 4.Future studies should investigate the relationship between message content in CSR adverts and participation in CSR activities by targeted beneficiaries.