Report on the Reputation of Corporate Foundations

Fundación MAPFRE has contributed to the Reputation of Corporate Foundations report, aware that this is a valuable tool for strengthening the role of foundations and helping to raise awareness of the benefits they offer society.

For the first time, research has looked at how to measure this impact and how to establish a system for systematically measuring reputation within organizations, using their own means. To do this, corporate foundations must develop recognition criteria to measure their impact; develop a repertoire of recognized good practices; determine how the relationship between the foundation and the company to which it is linked is perceived; and provide a professional method that allows corporate foundations to build their reputation strategically, in line with their goals and values.

This report, prepared by Villafañe (Grupo Roman) in collaboration with the Spanish Association of Foundations (Asociación Española de Fundaciones; AEF) and in which we have participated together with Fundación ONCE and Fundación Banco Santander, provides the basis for better understanding the factors that help to improve the reputation of corporate foundations.

The presentation of this report was attended by the President of the AEF, Pilar García Ceballos-Zuñiga, as well as Alberto Durán, the Executive Vice-president of Fundación ONCE, who opened the meeting. After the results of the study had been presented, a round table discussion was held that included the participation of Julio Domingo Souto, General Manager of Fundación MAPFRE; Fernando Riaño, Director of Institutional Relations and Social Responsibility for the Grupo Social ONCE; and Borja Baselga, General Manager of Fundación Santander, moderated by Sebastián Cebrián, Director of Villafañe and of Director of Reputation Management and Analysis at Roman.