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Laurel Coote, President of Meetings that Give Back

“Continued efforts are needed to get to a unified understanding of what CSR means”

Laurel Coote, CMM, a seasoned meeting planner and consultant, as well as President of Meetings that Give Back, a California-based specialty event planning company that brings companies and communities together. Laurel talks to BWMN about her passion, corporate social responsibility, in light of MPI’s 2009 MeetDifferent convention.

BWMN: What are the key components of a successful CSR strategy?

Laurel Coote: This is still up for debate, but I think we need to step back and begin looking at CSR more strategically. Although we are now perhaps more conscious of being responsible to the society around us, we are nevertheless in business to make money. There should be some thought as to what the return would be on the CSR actions in which we engage. You have to look at what your organization’s goals are, what you are producing, who your clientele is, and what they expect. Then you need to construct a strategy that positively impacts the surrounding environment, but will also provide a return on that investment that aligns with your strategy & mission. If your contribution to the community is phenomenal, then the return for your brand will be even bigger.

BWMN: How did you feel this MeetDifferent conference addressed CSR in the meetings marketplace?

Laurel Coote: I felt that MD addressed CSR more than it ever has. MPI made a real effort to bring CSR into everyday language. Their integration of sustainability around “green” luncheon was done very well, and provided great exposure and practical examples. I would like to see more clarity on CSR in the classroom portion, though, because there is still a great deal of confusion in our industry. For some, CSR means “green”, others “volunteerism”, etc. It’s great that they are starting the conversation, but continued efforts are needed to get to a unified understanding of what CSR means.

BWMN: What was the number one CSR-related idea you came away with?

Laurel Coote: The cost-saving nature of being green. I had been under the impression that being green usually comes with a cost… something like buying a Toyota Prius! But what I got from talking with recyclable materials or food recycling experts was quite the opposite. Being green can really reduce the bottom line . Walking from the convention centre to the hotels can be a real money saver. This is a powerful topic to explore, and is especially relevant in today’s economic climate.

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