Corporate giving is natural in Philippine setting, says research

Giving is an intrinsic part of the Filipino way of life. Thus, the corporate practice of giving back to the community through corporate social responsibility (CSR) programs stems naturally from Philippine culture itself.

This is among salient findings noted by the Bato Balani Foundation Inc. (BBFI) in a research it recently conducted for the League of Corporate Foundations (LCF), the only non-profit organization of practitioners in the field of CSR in the country.

The research showed that the chief executive officers (CEOs) of LCF member companies and non-LCF member companies from small, medium, and large corporations take the lead role in the implementation of their respective CSR programs.

Natalie Christine Virata Jorge, chairperson of LCFs Research Committee, said the research, entitled CEO Perspectives on CSR, is the first in a series of reports that will be produced by LCF to help sustain the growth of CSR programs in the Philippines. Jorge is also the Director for Programs and Research of the Bato Balani Foundation Inc., a private foundation engaged in the management of educational development programs in the country.

The CEO survey focused on three main areas. One is on CSR leadership, which explored how the CEO sets the strategic direction for CSR. The second dealt with CSRs meaning to the company and how key relevant key issues, stakeholders, and spheres of influence are defined by the company. The third tackled the implementation of CSR programs. It focused on how the CEO establishes and implements policies and procedures to include CSR into the company’s strategy and operations.

The survey particularly showed that 89 percent of the respondents address CSR issues at the board level and 100 percent of LCF Member CEOs are personally involved in collective leadership initiatives focusing on CSR.

In the case of In Diwa Learning Systems Inc., the leading provider of school-based educational materials, and its corporate foundation, Bato Balani Foundation Inc., its chairman, Saturnino Belen, is very much involved in implementing programs of the foundation.

"We wanted to change the image of a typical Philippine publishing company. By doing CSR we achieve the most basic goal of elevating the stature of our own sales people. CSR gives added meaning to what they do," Belen said.

The top three factors for making the business case for CSR include: managing reputation and brand equity; enhancing competitiveness and market positioning; and attracting, motivating and retaining talented employees.

The survey also showed that majority of the respondents, or 94 percent, agree that CSR enhances the reputation and image of a company. The same respondents believe that CSR need to be a top priority for companies.

Almost all companies have programs with multi-sector partnerships, which enable their CSR programs to reach more communities and beneficiaries.

For information, call Jorge of Bato Balani Foundation at 892-5462 or e-mail [email protected].