Celebrating the spirit of giving

Individuals and companies come together to support people in need.

Corporate social responsibility (CSR) is a concept that is
becoming significant for companies around the globe. While CSR does not have a universal definition, many see it as the private sector's way of integrating the economic, social, and environmental imperatives of their activities.

With both global and local firms operating side by side in a rapidly expanding economy, one of the most important business issues in the UAE in recent years is CSR and its role, present and future, in the country's business environment.

Multinational corporations such as DHL, Shell, Intel, and many others who have established their offices in the country have had CSR policies in operation for a while but if current trends continue, many more local and international companies will be taking CSR seriously. It has been a practice during the fasting month of Ramadan and Eid for the private sector to display its CSR emphatically as this is the time for charity and charitable thoughts.

Property developer ETA Star, Dubai Lifestyle City, Homes r Us and Star Cement have teamed up with Habitat for Humanity International (HFHI) to show their concern for society. They will donate a percentage of their total sales during Ramadan towards building homes for the destitute in India, Pakistan, Bangladesh and Ethiopia. The initiative follows ETA Star's Homes for the Homeless programme last year when a contribution of Dh2 million was made to the Red Crescent Authority.

Malls in the UAE have found interesting and novel ways to
contribute to charitable concerns during Ramadan.

Customers can bring their loose change in any currency to the Mercato Mall 'Charity Fountain' and make a wish for those less fortunate. The amount collected over the month and the Eid days is to be handed over to charities in the UAE.

In a charity campaign titled 'Make a difference this Ramadan', Mall of the Emirates, Deira City Centre, Sharjah City Centre and Ajman City Centre have joined hands with local charitable organisations such as the UAE Red Crescent Society, Al Ihsan Medical Complex and EnviroFone for generating donations of specific items.

The malls, which are part of Majid Al Futtaim Group, are encouraging their visitors to donate used eyeglasses or sunglasses, clothes, mobile phones and books, which will be distributed by the charity organisations to various needy people in the UAE and outside.

Special collection boxes are provided in each of their premises where visitors can drop off these donations. As a way of thanking participating customers, these malls are giving them a 'Special Offer' coupon that is related to the item they donate. For example, a customer who donates a used mobile phone will receive a coupon offering a discount at any of the participating electronics retail outlets.

"This campaign was introduced at our four shopping malls in the UAE last year and we received an incredible response from visitors. Ramadan holds a special significance for all in the region and it is a time to show compassion and help towards those in need," says Fareed Abdel Rahman, Vice President — Divisional Asset Manager for MAF Shopping Malls, in a press statement. The charity drive will run throughout the month of Ramadan and into Eid.

Continuing with its CSR, Majid Al Futtaim has revealed plans for its upcoming Mirdif City Centre mall in the city to be ecologically friendly, from the design phase through to the construction stages, making it a permanent example of MAF's concern for the environment and the group's way of contributing more to the society.

Sahara Centre's 'Spreading the light of happiness' campaign is a noble initiative during this fasting month and into Eid Al Fitr. The campaign includes identification of about 40 wishes from needy children, enclosed in an envelope and placed in the promotion area, on the first level in the mall. When these envelopes catch the eye of the visitor and he/she picks up an envelope and fulfils the wish, that customer is given a lit lantern that is later mounted on a crescent-shaped board placed near the donation area.

With each progressing night, a newly lit lantern brightens up the mall, spreading the light of happiness.

Samsung has taken its CSR seriously this Ramadan. You just have to log on to the Samsung Ramadan Ad on the internet displayed on pages like the MSN Messenger and make a wish and send it two or more of your friends and Samsung will donate Dh1 to the Red Crescent Society for each wish.

The donations will go to providing Eid dress for orphans, and for other charitable work the that Red Crescent undertakes here and around the world.

Al Rawabi Dairy Farm, one of the largest and most successful dairy farms in the Gulf and producer of a wide range of dairy products and juices, is contributing a percentage of the price of products that the customer buys during Ramadan and Eid to Al Noor Centre for Children with Special Needs in Dubai.

With so many from the private sector making such beautiful gestures to the needy, the spirit of giving is strong this Eid.