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Organizational initiatives under the corporate social responsibility program (though mostly philanthropic in nature) often evoke strong reactions ranging from interest to pure contempt. Even as supporters of CSR lock horns with the cynics over the real motive behind corporate philanthropy, the truth of the matter is that with the onset of globalization, the relationship between business and society has undergone a sea change.

While many may argue that CSR is nothing more than a PR exercise for most of these multinationals; one also cannot simply put aside the fact that a majority of the PR activities undertaken by these MNCs have indeed managed to make a difference.

Dell: Invest In Youth
Driven by the philosophy to equip youngsters to learn and excel in a digital economy, Dell launched its global philanthropic strategy for providing additional support for education and digital inclusion initiatives. As Michael Dell, chairman and CEO Dell succinctly puts it: The next billion Internet users coming online will largely live in emerging countries such as Brazil, Russia, India, and China. And our new giving strategy is rightly focused on equipping youth in these areas, and around the world for success.

Significantly, from 2011 onwards, Dell will increase its overall corporate giving to 1% of the companys pre-tax profits focusing on emerging countries. In line with the new philanthropic strategy, the company introduced YouthConnect Global Initiative, for directing corporate giving to organizations in emerging countries for promoting education and incorporating math, science, literacy and technology skills development for youth aged up to seventeen years. Even amidst the gloomy economic scenario, Dell Foundation awarded 121 open grants ranging from $500 to $5,000.

IBM: Back to School
Focused on preparing the next generation and supporting community priorities and concerns, IBMs $75 mn Reinventing Education program is using technology to spur school reform. From 1999, the company conducted technology camps for encouraging middle school students to develop interest in science, technology, engineering and mathematics with IBM employees working as online mentors to the participants. More than 10,000 students have participated in the camps to date.

Concerned with the declining interest of US grade school students in technology and engineering streams, IBM recently launched PowerUp for Engineers Week in 2008. Free of cost, the 3-d, online multiplayer game challenges players to save the planet Helios from ecological disaster while they develop critical thinking skills, engineering and science knowledge.

IBM is also reaching out to people with disabilities by accessibilityWorks tool which makes web content available to disabled people. More than 200 not for profit organizations and schools in twenty-eight countries now use accessibilityWorks, and versions of the tool are currently available in multiple languages.

Oracle: Thinking Ahead
As part of its philanthropic efforts for catalyzing learning, Oracle has been working with key stakeholders running a suite of education programs. In Asia-Pacific alone, Oracle runs three key education initiatives ThinkQuest.org (an educational environment for elementary students and teachers); ThinkQuest competition (an international competition wherein students and teachers work together to build educational websites; and Oracle Academy (helps students develop database design, programming and professional skills).

The Oracle Academy provides software, curriculum, hosted technology, faculty training, and certification resources to K12 and higher-education institutions. Every year, the Academy supports more than 6,55,000 students in eighty-six countries. For instance, under the Egyptian education initiative, 35,000 Academy participants are developing IT and business skills; in Germany, 164 education institutions are availing of cutting-edge curriculum to prepare students for future employment. Every year more than 2,000 teachers are trained to deliver the Oracle Academy curriculum through events held in countries like Philippines, Singapore, China, Estonia, Netherlands and India.

Oracle employees too contribute by way of association with NGOs whether it is for saving the environment or spending time with elders. In Sydney, volunteers helped to clean up and protect critical habitat areas of Sydneys North Shore beaches, assisting with the restoration of Pittwater foreshore. In Indonesia, the volunteers in partnership with Bogor Agricultural Universitys Biology Department, planted 1,000 trees in two acres of critical land at Bogor, West Java.

HP: Innovative Teaching
With a clear focus on transforming education by way of technology-based teaching programs, HP, in 2008 invested more than $19.9 mn. HP also runs HP Technology for Teaching programproviding funding to improve learning and promoting educational opportunities, and donated $12.7 mn in cash apart from giving away HP products and professional development training to 245 primary and secondary schools, colleges around the world in the last fiscal.

Recognizing the need to improve primary education, the company introduced HP Innovations in Education program in FY 08 as the successor to the Technology for Teaching program. Under the new program grants will be awarded to integrate technology in classroom and redesigning engineering, computer science and IT programs.

In order to foster a spirit of entrepreneurship, HP contributed $5.8 mn through its entrepreneurship education programs in 2008to organizations that provide business and IT skills training and support to recent graduates and entrepreneurs. Its Graduate Entrepreneurship Training through IT program which helps youngsters develop business and IT skills was launched in 2007. Within a year, the program doubled its training centers to seventy in twenty-five countries and the program now intends to reach over 5,00,000 students by 2010.

Intel: In Aid of AIDS
In celebration of its 40th anniversary, Intel employees donated more than 1.3 mn hours of service in over forty countries. And through its Intel Involved Matching Grant Program (IIMGP), the Intel Foundation matched employee volunteerism by contributing over $8.5 mn.

As education opens the door to opportunity, Intel has been involved in education advocacy and technology access programs. Over the last decade, the leading chipmaker has invested more than $1 bn.

The companys ambitious Intel Teach program provided professional development for more than 1.1 mn teachers in 2008, bringing the total number of teachers trained to over 6 mn in more than fifty countries since its inception. The program was also expanded to Palestine, Kenya, and Hungary. In India too, the program surpassed the 1 mn teacher mark in 2008.

In October 2008, the Intel Foundation announced its single largest commitment ever: a $120 mn investment in math and science education over the next ten years.

Employee volunteers are also involved in community development programs. In India, employees worked with a local NGO to train young people in the community to become peer educators on HIV/AIDS prevention resulting in more than 16,500 slum youths benefiting from the training in 2008. Not only do the employees volunteer time but also contribute by way of donating cash. Despite economic uncertainty, Community Giving Campaign donations in 2008 increased 10.5% over 2007 to a record $11.7 mn, including $622,000 from Intel retirees. With the Intel Foundation match, the total contribution amounted to more than $22.5 mn.

Stuti Das
stutid@cybermedia.co.in

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