Carlsberg Malaysia's Top Ten Charity Campaign (Top Ten) is highly regarded and acknowledged as an established, transparent, effective and preferred fund raising drive by the Malaysian public. It is a long-term fund raising campaign for the development of Chinese education and institutions in Malaysia and the only community project in Malaysia that received two prestigious awards for ‘The Longest Running Chinese Charity Show’ and ‘The Highest Funds Raised Chinese Charity Show’ by the Malaysia’s Book of Records.
Over the years, the campaign has gained wider media exposure and attracted higher public attention. Top Ten has, has now developed into a larger scale campaign with a more sophisticated fund raising drive. Carlsberg Malaysia recognized that it is imperative to introduce proper due diligence, implement a systematic modus operandi and set guidelines and requirements to all parties involved in order to ensure the sustainability of the campaign, as well as improve the operation of the road shows. In conjunction with the rebranding exercise of Top Ten in 2008, Carlsberg Malaysia revamped the management and execution of the road shows by implementing a new ‘Business Process Model’ (BPM).
The BPM clearly stated the background, mission, roles & responsibilities of parties involved, operating procedures at every stages of the campaign management, from commencement of the Campaign such as agencies pitch, artists’ nomination, review & short-listing of schools’ application, selection of schools through issuing a formal letter of undertaking and production planning and budgeting to the execution of the road shows i.e. insurance coverage, license application from local authorities, dealing with third party agencies, approval procedures to invoices and claims within a set timeline and post mortem documentation. The written procedures stated in the BPM have enabled all parties to act in accordance with the guidelines and perform as per KPIs set. This has also eliminates the risk of budget overrun and mismanagement.
Top Ten is one of the main community projects of Carlsberg Malaysia’s Corporate Social Responsibility programme. Aiming to achieve greater Corporate Brand awareness and cost effectiveness, the Company sets high and relevant KPIs that benefit the target community and the good cause.
The Carlsberg Group strives to achieve long-term sustainable relationships with each of the communities in which we operate. As a global brewer, which operates in more than 150 markets, we recognise that different communities have different needs and challenges so we are constantly developing our initiatives to further improve the effectiveness of our community engagement activities.
In order to actively engage with the communities where we operate, we understand that a one-size-fits-all approach will not adequately address the most relevant local issues to our stakeholders. Many of our companies have defined procedures to deal with community requests and mechanism in place to identify which issues are most relevant. Carlsberg Malaysia's business process model is an example of how well defined procedures and structures can create progress in this important area.