- This is highlighted in the study 'Reputation in corporate foundations', prepared by Villafañe with the support of the Spanish Association of Foundations (AEF) and presented this morning in Madrid at the Espacio Fundación Telefónica.
- According to the results, transparency, governance, impact, visibility, and innovation are some of the pillars that define ideal corporate foundations.
- The presentation of the study brought together third-sector leaders to discuss challenges, opportunities, and the need to advance in common metrics and standards.
The foundation sector gathered in Madrid today to reflect on the industry's future with the presentation of the second edition of the report 'Reputation in corporate foundations', an analysis promoted by Villafañe with the support of the Spanish Association of Foundations (AEF) and the collaboration of the Endesa Foundation, Fundación Abertis, Fundación ONCE, and Fundación Telefónica. The study examines the values, attributes, and practices that define an excellent corporate foundation, supported by five pillars: transparency, governance, impact, visibility, and innovation.
In this edition, the report highlights the Endesa Foundation in the field of transparency for the clarity and availability of its public information, as well as in social impact and the scope of its projects, in addition to its capacity for transformation.
The presentation event, held at the Espacio Fundación Telefónica, gathered representatives from multiple entities and specialists from the business field, consolidating itself as a space for dialogue regarding transparency, governance, impact, visibility, and innovation.
Opening remarks were delivered by Pilar García Ceballos-Zúñiga, President of the AEF, and Isabel Salazar, General Director of Fundación Telefónica, who highlighted the growing importance of corporate foundations in social cohesion and their capacity to drive innovative solutions to major social challenges.
Subsequently, Ángel Alloza, CEO of Corporate Excellence, and María Malaxechevarría, General Director of the Endesa Foundation, addressed the role of foundations as a key driver of reputation within the business ecosystem, pointing out the need to continue advancing in rigorous metrics that allow demonstrating the creation of social value.
The Villafañe team then presented the main findings of the study, which integrates the vision of foundation directors, experts in reputation, and a representative sample of Spanish society. The report provides new perspectives on issues arising from the previous study and analyses the values of transparency, governance, impact, visibility, and innovation as key attributes for building the ideal corporate foundation.
Among the main results, it highlighted that, despite the fact that society still has limited awareness of the work of corporate foundations, 69.2% of citizens consider them useful and necessary. However, the study also points out room for improvement, as 47.2% of those surveyed consider that corporate foundations should have a greater degree of transparency, especially in economic management, make the impact of their activities more visible, and maintain independence from the commercial interests of their parent companies.
This analysis has allowed the identification of the attributes that define the ideal corporate foundation and the challenges facing the sector in a context marked by new social expectations and greater demands regarding governance and transparency. According to the study, the excellent corporate foundation is one that acts with transparency, works professionally and efficiently, and maintains a human approach. It knows how to combine business efficiency with social sensitivity and becomes a trusted partner capable of forging alliances between business, society, and Public Administrations. In short, it does not stand out for investing more, but for better demonstrating the value of what it does.
The session ended with a round table moderated by Sebastián Cebrián, Director of Villafañe and head of reputational management and analysis at Roman, in which Georgina Flamme, Director of Fundación Abertis; Fernando Riaño, Director of Institutional Relations and Sustainability of the ONCE Social Group; as well as Isabel Salazar and María Malaxechevarría participated. The speakers agreed on the need to promote new alliances, advance in impact measurement, and project a stronger, more transparent, and innovative sectoral narrative.
The presentation of this second edition of the report has highlighted the importance of collaboration between corporate foundations to address major social and environmental challenges from a shared perspective, aligned with the values of transparency, responsibility, and commitment to impact.
About the Endesa Foundation
The Endesa Foundation was established in 1998 as an expression of Endesa's social commitment to respond to the needs of the environment in which it operates and to contribute to social development.
On a daily basis, it strives to maximise its social impact through projects that promote high-quality education suited to current challenges, to ensure that the most vulnerable have a future filled with opportunities, foster the culture and art of our country, and to create a more sustainable world by caring for our surrounding environment.
More information at: www.fundacionendesa.org