In terms of donations from the Intesa Sanpaolo Charity Fund, the Plan approved annually by the Group's Supervisory Board defines, both in terms of quality and quantity, the areas of action and the priority donations, whether non-recurring or classified as investments in the community. In particular, the 2014 Plan confirmed the strategic focus on national and local projects with a significant social impact in favour of more fragile individuals, hit hardest by the economic crisis. This is a priority objective of the Group's strategy at the philanthropic level. In 2014, net of the international measures in favour of poor countries, 85% of the national central donations were directed towards this objective (up compared to 83% in 2013 and 77% in 2012). The commitment to the community thereby contributes to reducing the social and economic inequalities that are increasingly common in communities where the Group operates, due to the economic and financial crisis. The objective is to reinforce a social cohesion model that is also functional to the long-term results of the Group.
Moreover, there was a strong focus on local donations, managed autonomously by the Regional Governance Centres of the Banca dei Territori Division, which allow the branches of Intesa Sanpaolo and the banks without their own charity fund (or with a fund with insufficient resources) to integrate the traditional role of “territorial bank” with a considerable philanthropic, social and cultural commitment. Even at the local donations level, there is a consolidated focus on supporting the more fragile individuals, which in 2014 benefited from 60% of local contributions.
An additional strategic element is the commitment to major international cooperation projects in countries suffering from extreme poverty or under development (see “Project Malawi” @).