European CSR lessons: the experience of a Corporate Foundation

1. European CSR lessons: the experience of a Corporate Foundation Giuliana Porta, Secretary General Bucharest, May 18, 2011

2. 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

3. UniCredit Foundation: identity and mission Identity 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. through philanthropic activities

4. Mission and Competitive Advantage of a Corporate Foundation • “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. Note:

5. UniCredit mission: committed to the development of local communities • 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. Note:

6. Our response: the Migrations Program • 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 Note:

7. Migrations Program: brief description • 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). Note:

8. Development projects Serbia – 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 Germany – Migrants integration (€ 410,000 + € 190.000) • “Early Childhood Education for Equal Opportunity” project • “Colourful Teams Kick Well” project Romania - Coping with the negative effects of emigration (€ 480,000) • “Supporting Children and Elders Left Behind” project • “A better life for elderly” project

9. Development projects Ukraine – Social orphans and returnees (€ 299,380) • “Supporting transnational parenthood and social-economical integration of returning migrants” project Bulgaria – Home care services for elders “left behind” (€ 193,000) • “Home Care Centre – Home care services to elders left behind” project Hungary – Information point for migrants in health care sector (€ 55,000) • “SIMIGRA - Information and e-learning services supporting labor integration of migrants in the healthcare sector in Hungary” project

10. Development projects Croatia – Local development in the forced migration affected areas (€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 Czech Republic – Strengthening Roma education (€ 306,000) • “LEARN, MORE! Supporting education and integration of socially excluded Roma” project • Italy – Integration of immigrants through intercultural activities (€255,000) • “INTERCULTURA AL….CENTRO” project

11. Migrations Program: main results (1/2) • 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 politicsand 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 conferencesto launch the projects (Belgrade, Munich, Bucharest, Sofia, Kiev, Turin, Prague) and other 3 conferences to disseminate the results (Belgrade, Lviv, Budapest) Note:

12. Migrations Program: main results (2/2) • 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. Note:

13. Lessons learned • Each country has its own specificity regarding the migration phenomenon and requiresspecific 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 Note: