European CSR lessons: the experience of a Corporate Foundation

Giuliana Porta, Secretary General

Bucharest, May 18, 2011

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Agenda

Context

how to liaise with UniCredit “corporate citizenship” mission

Solution

three- year Migrations Program (2008-2010)

Results

projects implemented in 9 countries

initiatives dedicated to UniCredit employees

Lessons Learned

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UniCredit Foundation: identity and mission

• We are a Corporate Foundation, founded in 2003 by UniCredit as a further testimony of the complex set of values on which our company identity is based

CREATE SUSTAINABLE

VALUE FOR ALL

STAKEHOLDERS

• offering – though the projects supported - effective and innovative solutions to specific social needs;

• strengthening the skills of partner non profit organizations by transmitting know how and managerial skills, mainly sourced within UniCredit.

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Identity Mission

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Mission and Competitive Advantage of a Corporate Foundation

Note:

“True strategic giving addresses important social and economic goals simultaneously, targeting areas of competitive context where the company and society both benefit because the firm brings unique assets and expertise”

The Competitive Advantage of Corporate Philanthropy, Michael Porter

and Mark Kramer, Harvard Business Review 2002

Corporate Foundations should not act as an intermediary of the funds received by the company towards a plurality of beneficiaries. Corporate Foundations can and must create social value through their philanthropic activity by leveraging on their unique characteristics.

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UniCredit mission: committed to the development of local communities

Note:

UniCredit mission

Our Mission, the foundation of our identity, defines “who we are” and

“what we stand for”. It provides each of us with a shared and clear

direction which, starting today, drives our approach to business and

to the way we deal with our customers, a way that has to be “easy”.

We UniCredit people are committed to generating value for our

customers. As a leading European bank, we are dedicated to the

development of the communities in which we live, and to being a

great place to work. We aim for excellence and we consistently strive

to be easy to deal with. These commitments will allow us to create

sustainable value for our shareholders.

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Our response: the Migrations Program

Note:

Rationale

Communities need (all countries where UniCredit is present are to

some extent affected by the phenomenon of migrations)

UniCredit international context with presence in 22 countries in

Europe and Central Asia

Complex phenomenon where unique characteristics of a corporate

foundation vis à vis other players in non profit sector could help: Sizeable projects; Medium – long term horizon; Availability of managerial and technical skills.

Possibility to engage our colleagues on this topic

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Migrations Program: brief description

Note:

The Program has been promoted by the Foundation, with the main goal of increasing

awareness and culture about the phenomenon of international migrations.

A three- year program (2008 - 2010) with an investment of around € 5.5 mln.

It consists in two main components:

✔ Development Projects to support, in each country, social initiatives focusing on

relevant local issues related to migration;

✔ Employee Community Involvement (ECI) activities to offer different forms of

involvement addressing UniCredit employees in 22 countries (for instance, a

dedicated website on the topic http://migrations.unicreditfoundation.org, the

initiative “A story for history” aiming at collecting true stories of migration written by

UniCredit colleagues, or again volunteering days for employees).

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SerbiaSerbia – Refugees and internal displaced persons – Refugees and internal displaced persons (€ 1,010,000 + € 360,000 )

“Economic and Social Integration Enhancement for Refugees

and IDPs living in Collective Centers” – EaSIER project

“Rural and Agricultural Integration within a Supportive Environment” - RAISE project

Scholarship program to prevent brain drain

GermanyGermany – Migrants integration (€ 410,000 + € – Migrants integration (€ 410,000 + € 190.000190.000))

“Early Childhood Education for Equal Opportunity” project

“Colourful Teams Kick Well” project

Romania Romania - Coping with the negative effects of emigration - Coping with the negative effects of emigration (€ 480,000)

“Supporting Children and Elders Left Behind” project “A better life for elderly” project

Development projects

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UkraineUkraine – Social orphans and returnees (€ 299,380) – Social orphans and returnees (€ 299,380)

“Supporting transnational parenthood and social-economical integration of returning migrants” project

Development projects

BulgariaBulgaria – – Home care Home care services for eldersservices for elders “ “left behind” (€ 193,000)left behind” (€ 193,000)

“Home Care Centre – Home care services to elders left behind” project

HungaryHungary – Information point for migrants in health care sector ( – Information point for migrants in health care sector (€€ 55,000) 55,000)

“SIMIGRA - Information and e-learning services supporting labor integration of migrants in the healthcare sector in Hungary” project

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CroatiaCroatia – – Local development in the forced migration affected areas (Local development in the forced migration affected areas (€€ 427,000)427,000)

“COMMO – Community Mobilization in Sisack-Moslavina and Osijek-Baranja Counties” project

“PROGReSSED – Program for socio-economic sustainable development of vulnerable groups in Eastern Croatia” project

Development projects

Czech RepublicCzech Republic – Strengthening Roma education ( – Strengthening Roma education (€ € 306,000306,000))

“LEARN, MORE! Supporting education and integration of socially excluded Roma” project

Italy – Integration of immigrants through intercultural activities (€€ 255,000)

“INTERCULTURA AL….CENTRO” project

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Migrations Program: main results (1/2)

Note:

9 social initiatives implemented in 9 countries together with local NGOs

good outputs in terms of expected results, visibility and sustainability

✔ our partners have been invited in the debates about national politics and

involved as experts in international networks (such as Grupa 484 in

Serbia, Zaporouka in Ukraine, Bulgarian Red Cross in Bulgaria and

Alternative Sociale in Romania);

✔ 7 press conferences to launch the projects (Belgrade, Munich, Bucharest,

Sofia, Kiev, Turin, Prague) and other 3 conferences to disseminate the

results (Belgrade, Lviv, Budapest)

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Migrations Program: main results (2/2)

Note:

ECI component

✔ Migrations website: 40,000 visits from almost 20,000 sole visitors;

✔ 35 stories received from employees of 13 different countries within the

initiative “A story for history”;

✔ “Migrations – A story for history in comics”: exposition in Bologna and

printed catalogue (in partnership with the Academy of Fine arts, Bologna);

✔ 2 volunteer days for employees (in Serbia and Romania) on the occasion of

the International Day of Refugees and the International Children Day.

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Lessons learned

Note:

Each country has its own specificity regarding the migration phenomenon

and requires specific answers to specific needs

Partnership with local associations turn out to be a positive asset

(knowledge of the context, growth of the local third sector)

Networking between our partner associations, which enables to share

experiences and best practices cross-country

“Migration” as a complex topic for the employee involvement enlarge to

other issues and different forms of involvement