Communicating CSR with transparency, responsibility and accountability

About DHFL’s CSR

DHFL, India’s second largest affordable housing finance company, is committed to implementing social programmes that promote education and create livelihood opportunities among the marginalised to uplift their lives.

Ms. Siddhi Lad

Chief Operating Officer, DHFL Changing Lives Foundation, India

“We worked with the Rite Team to create the DHFL CSR report for 2016-17. The team’s research, content and creative capabilities all under one roof helped deliver a report that captures our intent and initiatives in a genuine manner.

Rite Knowledgelabs’ ability to develop the report both in print and as a microsite online www.dhflcsr.wgcworld.com is something that was appreciated by all our stakeholders. Today, we work with them on various projects that require us to build thought leadership and reputation assets.”

The Challenge

For DHFL, the initiatives under its CSR programme were not simply philanthropy from the regulatory viewpoint. It aimed to make impactful on-the-ground changes through its efforts. In this context, it wanted to ensure transparent and ethical communication to various stakeholders. By following international reporting standards, it wanted to generate an evidence-based CSR report that would establish authenticity and trust. The print report was also to be published online as a microsite.

The Solution

Rite KnowledgeLabs worked with DHFL’s CSR team to tell a cohesive, transparent story of its CSR initiatives that address the perspectives of various stakeholders. We gathered insights on the key focus areas of early childhood care and education, rural development, skill development and financial literacy. The report was not merely a reportage of numbers but a statement of the organization’s beliefs & achievements, its social ambitions and vision for the future. Designed in an easy-to-read print and digital format, the report housed well-substantiated, relevant claims that helped drive brand reputation.

The Approach

Although not considered a financial document, Rite KnowledgeLabs suggested opting for an integrated reporting format, combining financial (typically found in annual reports) and non-financial (addressed in CSR reports) performance in the report. Information represented in a clear, concise manner that is visually-engaging went hand-in-hand in creating an engaging CSR report.

The report also followed the regulatory reporting requirements wherever possible. The report was made in print format as well as a digital microsite format. The intention was to ensure the longevity of the report and ensure its easy availability to stakeholders at all times.

The Results

Accurate facts and metrics have helped support DHFL’s CSR claims and fortify its CSR purpose and reputation whilst minimizing stakeholder skepticismThe annual CSR report was released simultaneously with the organization’s annual report. It was well-received by the investor community. The clarity of thought and messaging with regards to the path forward of its social development initiatives have helped engage CSR partners and create genuine employee interest in CSR efforts.

Interviews with beneficiaries, write-ups by the organization’s leadership team and a design centered around real photography provided a holistic view into the organization’s CSR efforts.