A finding that could return to many companies

The figure leaves thoughtfully: according to the Admical network, organization responsible for promoting the corporate philanthropy, near 21 foundations of business were launched in France since the beginning of year either in only eight months. More of a creation every fifteen days! The speed of the phenomenon continues to surprise: whereas in 2003 there were about 100 foundations created by companies (), they are now more than 200. With last Monday, the announcement of the best secret kept the Tout: the strong launch publicized in the Louis Vuitton Foundation for creation to the Jardin d'Acclimatation.

"The trend is very strong," confirms Marianne Camus-Bouziane, Assistant to the managing of Admical. Future Foundation Louis Vuitton for the creation, Culture and diversity (read page 6), France Telecom, BNP Paribas, the foundation of the 2nd chance, Bouygues, Veolia, but also Bank Rhône-Alpes, workshops of Sèvres, Wilmotte... Large groups such as SMEs develop their own program, in the actions of solidarity 43 percent of the foundation of company created in 2005, according to a study by Ernst & Young and the French Centre of foundations , education (38), culture (38), the environment, sport or research... The BNP Paribas Foundation, next to his actions of cultural patronage, for example launched last December a major operation, "Project suburbs", to help, with funding of EUR 3 million over three years, the creation of jobs in sensitive neighbourhoods, as well as school support to struggling students and financial support of local associations. Same approach in the foundation of the 2nd chance, bringing together, on the initiative of Vincent Bolloré, approximately 125 groups, and accompanying since 1998 nearly a thousand projects of vocational rehabilitation. Another type of activity, the foundation of the construction group Colas funds artists whose paintings are then exposed to the headquarters of the company.

Internal cohesion lever

Simple phenomenon of mode or long term trend Professionals in the sector are unanimous: "It is not a straw fire." "Recent legislation have turned the and promote the growing long-term business Foundation," explains Catherine Vial, responsible for the mission at Ernst & Young. Since August 1, 2003, and voting of Aillagon Act, tax incentives granted to the foundation of company have been widely. Now, any business has a tax credit equal to 60 of the payment for its Foundation, in a deduction limit established to 5 per 1,000 of the turnover. What convince the more reluctant to take the step, what they do without timidity: according to the Ernst & Young study, three quarters of the foundations created in 2005 have invested more than 150,000 euros over five years, minimum threshold set by the Act. Better: one third of these same foundations have invested more than 3 million euros.

Such generosity raises questions. If the defence of the general interest and the idea of a disinterested sponsorship are an obvious place in these actions, there is also other incentives. In particular, the survey conducted by Ernst & Young emphasizes that 44 of companies recognize have launched their own foundation for "better promote their image." "It is one of the main interests of a Foundation: while classical patronage may dilute the action of the company, the Foundation is to the proper name of the company, by consolidating all of its actions.". "This ensures it better readability to the general public", explains Marianne Camus-Bouziane, of Admical. What give a more human face of the company externally but also internally. Because this is a more unexpected contribution of the establishment of foundations: "they prove to be a very powerful leverage of internal cohesion." "Employees to acknowledge in its action and, through its, are proud of their business," explains Marine de Bazelaire, General delegate of the HSBC Foundation for education, which supports the associations promoting access to the education of young people from disadvantaged neighbourhoods. A finding that could return to many companies. For example: the Foundation Yves Rocher, specializing in the protection of the environment, has become the first reason for satisfaction of the employees of the group, according to a recent survey.

The usefulness of vegetables

Same analysis within the Veolia group, which the Foundation is also active on the protection of the environment: "the human resources services have more candidates who apply after hearing about the activity of the Foundation," says Michel Avenas, Delegate General of the Foundation. It is also more since it asked its employees to be their own players. Concretely, a project is accepted and funded by the Foundation, it must be that an employee of the group, agreed to sponsor, and undertakes to monitor the progress of the initiative. "It makes the actors employees, and they are very plaintiffs." "They are proud to see that their company can provide other perspectives than the simple professional framework," says Michel Avenas. An approach adopted by other groups, such as the Group HSBC France, where employees can make their contribution in associations supported by the group.

General interest, image orientation and internal cohesion. This would be the triptych winner of any Foundation. It would obscure the recent development of new types of structures, whose activity is more clearly linked to the very activity company. The Group Louis Bonduelle, for example, mounted its foundation in the promotion of the public utility of vegetables. A very direct link with its market. Similarly, the Danone Institute work for the promotion of research, information and education on food and nutrition. All steps which may lead competitors to come together to develop new innovations set, and by doing so, develop new markets. It is the sense of the foundation of the aeronautical research and space, created in 2005 by Safran, Thales, EADS and Airbus, with the help of the State. Durfort Béatrice, President of the French Center for the foundations, rightly concludes: "sometimes, foundations can also respond to more specific interests...". "After all, if each finds...