Practical application of the Corporate Social Responsibility (CSR) Innovative experience of Caja Mediterráneo (Spain)

I have published in the magazine EUROMEETINGS 2005 an article titled 'The precursor Spanish Savings Banks in Corporate Social Responsibility (CSR)'. Now, 5 years later, continuing with that subject, I expose one practical application of the CSR. It is an innovative experience that Caja Mediterráneo has set in with its ROSE Foundation, created specifically with this purpose. Currently CSR is also named MSR (Managerial Social Responsibility).

Before going into the social aim of ROSE Foundation, I consider appropriate to talk about a theory of the 80s related with the evolution and development of the enterprise: the 'Carroll's Pyramid’. In the picture, the base of the pyramid or first level, is the ECONOMIC one, the generation of resources the enterprise could not survive without. The second level is the LEGAL one, because it is necessary to the company to carry out the Law. The third level is the ETHICAL one that includes the behaviour according to the ethical principles accepted in the society. The fourth and last level is the SOCIAL one. It highlights the importance of the contribution with resources that the enterprise does in order to contribute to the social work of the community that develops its activity.

From the CSR point of view, the enterprise that puts this theory in practice can improve its corporate reputation, help to the creation of brand and make competitive advantages streghting its relation with groups of interest. 

Nowadays, the launch of social action programmes is directed towards business and rewarded by the shareholders of the enterprise, appreciated by the customers and, besides, can motivate their employees. Currently, we can state that CSR is a request of the society.

Spain is the second country with the highest number of enterprises supporting the World Pact of CSR. Recently, the ‘FTSE4 Good Ibex’ index was created in order to gather values of companies that excel in their CSR practice.

One of them is the CAM by virtue of its shareholding listed in the Stock Exchange. Generally, the companies are focused on the philanthropy in social aspects, reaching a high development in big enterprises and a more reduced one in middle and small companies. The Spanish Chamber of Deputies has approved 57 recommendations with regard to CSR. Also, in January 2009 the State Council of Social Responsibility was constituted, and there is a Bill directed to the investments of the Reserve Funds of the Social Insurance so that a percentage will be destined to products of responsible caring investments (RCI).

The social purpose for the ROSE Foundation of Caja Mediterráneo is: 'to achieve the collaboration in initiatives of Corporate Social Responsibility (CSR) of provider enterprises, customers and members related to CAM by means of the joint financiation of caring and environmental actions'.

Both Civic Organizations and Companies take part in projects developed in the ROSE Foundation. The ROSE Foundation provides resources and controls the project, Companies provide resources and ideas and Civic Organizations are the managers, but always under the control of the Foundation.

What do the participants in social projects receive?

The companies: positioning in CSR, as well as reputation and social knowledge, diffusion and communication and tax exemption in their contribution.

The Civic Organizations: economic resources, new relations and links with the collaborating companies, diffusion, communication and corporate volunteering.

The ROSE Foundation: visibility and social impact, improvement of the corporative reputation, reinforcement of links with enterprises, image, innovation and social commitment.

Since the Foundation and its Board of were set up on 31st March 2009, the following activities have been developed:

• A catalogue with 578 proposals received and the collaboration of 232 civic organizations.
• A planning of collaboration offers to companies committed to the Social Responsibility and linked with CAM for the set off of accurate programmes adjusted to their economic availability and preferences.
• Until July 2010, the setting off of 82 agreements with companies and 104 programmes of high social importance.

We have to add to these activities the management of the Friend Roof Plan, consisting of the next elements:

• CAM has transferred 100 properties from its stock to ROSE Foundation.
• ROSE Foundation offers the properties to civic organizations that put in practice social programmes these facilities are needed for.
• The local administrations have been contacted in their villages where the properties are in order to make possible their collaboration and involvement in the programme.
• Agreements of collaboration have been formalized with the City Council of Palma de Mallorca and Zaragoza and the Archbishopric of Zaragoza.
• 42 houses have been transfered in Alicante (15), Valencia (4), Castellón (1), Madrid (7), Palma de Mallorca (7), Barcelona (2), Burgos (1) and Zaragoza (5)   Twenty civic organizations have been visiting the properties and studying their adaptation to the purpose of their programmes.
• The Friend Roof Plan has been established in Mexico by means of Crédito Inmobiliario (CI) a collaborating society of CAM in Mexico that works with the funding of social houses.

From here, I want to congratulate Rafael Olivares Seguí, Manager Director of the ROSE Foundation, former partner of CAM from working days, for the important labour that he is developing in this task. My friend Olivares is graduated in Business Studies, Master's Degree in Management of Human Resources and Management of Knowledge (ESTEMA - Valencia), in which he is a teacher in the module of corporate social responsibility. Congratulations, dear 'Rafa'.

José Roberto López

President of the Group