"Reportt on R
"R
Reliefli f Eff
Efforts
t b
by th
the B
Businessi
Community for the People and Regions
Affected by the Great East Japan Earthquake– Mutual-Assistance Efforts by the Business Community –"Overview

March 2012
KEIDANREN（Japan Business Federation）
C
Committee
itt on C
Corporatet PhilPhilanthropyth
1% (One-Percent) Club

I. Characteristics of the damage caused by the Great East Japan Earthquake
1. The earthquake caused very considerable damage over a vast area. Numerous towns and villages ceased tofunction as municipal entities, and in consequence it was difficult to undertake emergency relief and otheractivitiesact
v t es quickly.
qu c y.
2. Many of the disaster-stricken areas are located far from urban centers, making it difficult to obtain
information on matters such as the state of damage. Many areas also suffered food shortages owing tofactors such as impassable roads and lack of fuel, and procurement of relief supplies immediately after thedidisaster
was very problematic.
bli
3. Large numbers of children were orphaned. Educational support for children, and the raising of nextgeneration children will remain very important issues.
4 There were many areas in which not only families but also entire communities were destroyed.
4.
destroyed Since it isexpected that the psychological scarring of disaster victims will persist, measures to address mental-healthcare will also be important.
5. Disaster-prevention and disaster-reduction measures are also important, and there are many locations inwhich those measures must include steps such as the transfer of residential areas and communities tohigher ground. It is expected that when formulating reconstruction plans in the future, consensus-building
among residents will be difficult.
6 There are also many places in which not only residential areas have been destroyed,
6.
destroyed but also the industrial
structure, and reconstruction will take a long time to achieve. Given that there is also an outflow of young
people from such areas, employment creation is a major issue.
7. The accident at the nuclear power plant has given rise to economic damage caused by harmful rumors andto the long-term flight of inhabitants to other areas both inside and outside the prefecture in which it islocated. This has had a considerable impact on people's lives and on business activity.
1II. Record of philanthropic activities by the business community
1 KEIDANREN established the 1% (One-Percent)1.
(One Percent) Club and the Committee on Corporate
Philanthropy in 1990, for the purpose of engaging in philanthropic activities such as organizing
contributions and volunteer activity by companies and individuals.
KEIDANREN and the 1% Club have been active since then,
then in particular at times of major natural
disasters within Japan or overseas, in providing information relating to the making of donations andthe solicitation of contributions. Numerous companies have engaged in assistance activities,
including the making of financial contributions.
<Corporate spending on assistance to disaster-stricken areas in recent years>
FY2010FY2009FY2008FY2007

FY2006

FY2005

FY2004

Amount disbursed¥2.1 bn¥3.5 bn¥6.4 bn¥5.0 bn¥11.7 bn

¥2.4 bn¥5.6 bn

No. of companies participating

226

194

313

273

274

310

387

Participatingcompanies/Respondentcompanies

55 5％
55.5％

55 7％
55.7％

80 1％
80.1％

70 9％
70.9％

63 4％
63.4％

70 1％
70.1％

90 0％
90.0％

2. At the time of the Great Hanshin-Awaji Earthquake of 1995, KEIDANREN and the 1% Club
appealed to companies for cash donations
donations, material supplies
supplies, volunteer activity by business persons,
persons
etc., and participated with civic organizations in relief operations.
As a result, the business community recognized the importance of voluntary organizations withdiffering values engaging in activities from their varied perspectives,
perspectives and that collaboration andcooperation between companies and civic organizations can help build a better society.
2II. Record of philanthropic activities by the business community
3 KEIDANREN has
3.
h hhelped
l d bbuild
ild theth ffoundationsd ti
off NPO
NPOs ((non-profit
fit organizations)
i ti ) / NGOs
NGO (non(governmental organizations), supported them, and enhanced inter-organization collaboration.
Specifically, KEIDANREN approved moves such as the enactment of Act on Promotion ofSpecified Non-profit Activities in 1998 (Act No.7 of 1998) and the expansion of preferential tax
treatment for donations in 2001, and lobbied in their favor.
In 2005 KEIDANREN participated in the establishment of the Joint Committee for Coordinating andSupporting Voluntary Disaster Relief Activities (Shien-P), collaborating with companies, NPOs,
councils of social welfare, community chests, etc., to provide funds, materials, personnel, etc., fordisasters occurring in Japan.
KEIDANREN also supports the Japan Platform (JPF), established in 2001, through which it appeals
to companies for financial assistance at times of natural disasters overseas, and has been
cooperating in the management of the organization
organization.
Other than at times of disaster, KEIDANREN also has made steadfast efforts towards the building of
networks of companies and NPOs/NGOs, for example by providing places for discussions between
companies and NPOs/NGOs.
3

4. According to the 2010 KEIDANREN Survey on Corporate Philanthropic Activities, its system
relating
l i to corporate philanthropic
hil h i activities
i i i isi becomingbi increasinglyii l well-entrenched.
llh d TheTh survey
showed, for example, that within the component of company CSR activities dedicated to corporate
philanthropy, 68% of respondents stated that their policy on corporate philanthropic activity had
been codified,, 64% repliedpthat theyy had established dedicated units and appointed
pp
responsibleppersonnel, 50% stated they set aside a budget for corporate philanthropic activity, and 48% statedthey had introduced schemes to permit employees to take leave to undertake volunteer activities.
In addition, the 2008 KEIDANREN Survey on Corporate Philanthropic Activities found that morethan 70% of respondent companies had contact of some kind with NPOs/NGOs, while more than
40% were conducting joint activities with them. Findings such as these demonstrate that progresshas been achieved in networking between individual companies and NPOs/NGOs.
<Support for and collaboration with NPOs/NGOs>
FY2002

FY2005

FY2008

Contact of some kind

61.2％

67.6％

74.3％

Support (Contributions, goods, access to facilities, etc.)

44.1％

49.9％

60.5％

Collaborative activity

26.3％

32.7％

44.4％

The steadyy buildup
p of corporatepphilanthropicpp activity
y within the business community,
y and the record ofcollaboration and cooperation between the business community and other entities, culminated in the provision ofrelief to the Great East Japan Earthquake victims and disaster-stricken areas.

4III. Assistance activity by the business community
1 Characteristics
1.
(1) Considerable support by numerous companies and organizations
Support by companies and organizations totals approx. ¥100 billion. In addition to amounts of support
collected from appeals by companies and organizations to employees, consumers, and customers,
the support provided by the business community as a whole totaled approx. ¥120 billion.
<Number of companies by type of assistance><Assistance by entire business community>(Unit: ¥100 million)

Category
1. Assistance by companies

904

74%

(a) Cash donations

715

58%

(b) Contributions in kind (incl.
(incl services)

148

12%

(c) Contributions matching fund-raisingfrom employees, stores272%(d) Others

14

1%

90

7%

(2) Assistance from organizations themselves

161%

Subtotal (Assistance by companies, organizations)

1,011

83%

213

17%

1,224

100%

y organizationsg
2. ((1)) Assistance raised by

3. Donations by employees, consumers,
customers collected from appeals
ppTotal (Assistance by entire business community)0

AmountRatio

Cash donations

100

200

300

400

500

(Companies,
groups)(社･ｸﾞﾙｰﾌﾟ)

438
398
〔86％〕
331〔72％〕259〔56％〕〔95％〕

Donations raised
from employees
Contributions in kind(including services)
Employee participationin assistance activity fordisaster victims/areas
Donations raised fromconsumers, customers
Purchasing activity to support
disaster-stricken areas andcounter damaging rumors
Giving access to facilities

Others5

154〔33％〕124〔27％〕92〔20％〕
65〔14％〕

((2)) Diverse assistance activity
y by
y utilizing
g core businessIn addition to straightforward donations and assistance funds* and contributions of relief
supplies, companies have also combined their own funds, materials, personnel, services,know-how,know
how, etc., to engage in diverse assistance operations that take advantage of their own
core business activities.
*"Donations" here means money given directly to disaster victims, and "assistance funds" means money given to support
the rehabilitation and reconstruction work of NPOs, etc.

«Examples of assistance operations that take advantage of core business activities using
combinations
bi ti
off resources»
 Companies not only donate their products, but their employees sort and pack them anddistribute them to evacuation centers and temporary dwellings.
 Companies provide free PCs, IT-related equipment, etc., and their employees also handle
on-site installation, provision of databases, photocopying, and other services.
 Companiespprovidepmaterials and technologies
g to clean disaster victims' pphotographs,
g p , and
their employees also participate in the process of cleaning the photographs.
 Company employees serve as volunteers to conduct science and sports classes for children
in disaster-stricken
disaster stricken areas.
areas

6

((3)) Rapidp relief,, and commitment to long-termgassistanceCompanies provided relief extremely rapidly, demonstrated by the fact that 33% (¥23.2 billion)of cash donations and 52% (664 cases) of contributions in kind were made and provided by theend of March 2011. In addition, given that a long period will be required for reconstruction,some companies are providing aid continuously for periods of three to five years.
Also, companies were successful in addressing the needs of disaster-stricken areas as theychanged over time and giving appropriate support.

<Timings
Timings of making cash donations (Amounts)(Amounts)>
Disbursement
intended¥17.7 bn
[25%]

<Timing
Timing of making contributions in kind (Cases)(Cases)>Timinguncertain
55
[4%]

March
¥23.2 bn[33%]

July–Sept.〕
102
[8%]

Timinguncertain¥2.5 bn[4%]
July–Sept.
¥10.5 bn
[15%]

Apr.–June
469
[36%]

Apr. June
Apr.–June¥17.5 bn
[25%]

7

March
664
[52%]

((4)) Volunteer activity
y byy business p
persons,, and company
p y support
pp
Approximately 260 companies invited their employees to participate in volunteer activity,
resulting in participation by a total of some 180,000 employees (largest number ever).
The companies responded by giving various types of support to their activities. They planned
their own volunteer programs , provided the employees with space for those activities, andestablished or expanded schemes to grant leave to volunteers, etc.

<Employee participation,
participation by organizer>
Category

No. of companies
implementing activities
or informing theiremployeesof activities

Ratio

No. of employee participants
Ratio

Total no. of
employee participantsDone Pending

Ratio(1) Employee participation in assistance activities for disaster victims/areasplanned by own company/group170 65.6% 52,017 80.4% 42,232 9,785 139,312

76.6%(2) Employee participation in assistance activities for disaster victims/areasplanned by other bodies (participation at the invitation/introduction of own
company/group)

184 71.0% 12,685 19.6% 11,754

23.4%

Total (1+2)

259

8

-

931

42,66764,702 100.0% 53,986 10,716 181,979 100.0%

(5) Collaboration and cooperation with national and local governments andNPOs/NGOs
There are many cases of collaboration between companies and the national and local governments,for example for provision of relief supplies and services resulting from requests by the national government
or contacts with local governments. In addition, based on a history of collaboration and relationships of trust
built upp priorp
to this disaster,, there have been manyy cases of collaboration and cooperationp
between companiespand NPOs/NGOs.
Specifically, companies and NPOs/NGOs have collaborated and cooperated in the conduct of assistanceactivities that have included the provision of relief supplies, the payment of scholarship funds, the dispatchof volunteers, and the holding of various events.
«Examples of assistance activities through collaboration and cooperation with NPOs/NGOs
and local governments»
 Information exchanges with the national government and local government bodies during the provision ofrelief supplies.
supplies
Distribution of company products to evacuation centers and temporary dwellings has been carried out withassistance from local government bodies and NPOs/NGOs.
 Activities carried out under company volunteer programs have been implemented in collaboration with
NPOs/NGOs operatingp
g locally.
y Provision of funds, support, etc., have been implemented in cases in which corporate aid objectives
coincide with the objectives of programs being implemented by NPOs/NGOs, including for scholarship andother education-related programs, mental-health programs, and various events.
 Aid programs have been developed in conjunction with NPOs with regard to themes to which companies
are giving
i i priority
i it (e.g.
(th raisingthei i off next-generationt
ti children,hild
lif thelife,
th environment).
it)«Examples of assistance activities through collaboration within groups and with othercompanies in the business community» Volunteer p
programsg
have been conducted jjointly
y with companies
pin ggroups
p in different industries.
 Various industries have endorsed agriculture and fisheries reconstruction projects and provided financial
and material support.
92. Types of assistance<Assistance as part of corporate philanthropic activities
acti ities (Free assistance)>
Provision of funds

Provision of supplies

Donations and assistance funds to NGOs, etc.
Establishment by companies of scholarship programs
managed by themselves
Contributions linked with sales, etc.
Funds raised from employees
Contributions raised from consumers through store collections
Holding of charity events
Matching contributions, etc.

Provision byy companies
pof their own pproducts
Procurement from the markets
Provision of in-house emergency stockpiles
Supply of goods by individual employees, etc.

Purchasing of produce fromdisaster-stricken areas
Holding of in-house markets for direct selling(Sale of farm and fishery products and processedf d producedfoods
d d ini theh Tohoku
T h k andd Kanto
K
regions to company employees, etc. )Incorporating foods from the disaster areas into
the menus in company cafeterias, etc.

Provision of personnel, services,know-howDistribution of company products and provision of service
relating to product use
Provision by companies of their own service andspecialist skills
Dispatch of employee volunteers
Holding of events, seminars, etc.
(Holding of entertainments and sports classes for children)

Access to company facilities
Provision of company land, staff residences, etc.

<Assistance as part of core business activities (Profit-making business)>
Rapid restoration of infrastructure, rapid performance of contracts, continuation of production, early reopening ofcommercial facilities, holding of local-produce fairs, etc., by retailers, construction of new factories and offices
and increase in employment in disaster-stricken areas, etc.
Note: There have been many cases of assistance activities encompassing multiple types of assistance by making use of companies' core-businessresources.

103. Summary of a questionnaire survey
1. Purpose of the survey
With regard to the Great East Japan Earthquake on March 11, 2011, many companies and organizations implemented diverse
assistance activities for disaster victims and disaster-stricken areas with their own funds, materials, personnel, etc.
Then, KEIDANREN investigated assistance activities by business community, for the purpose of recording the efforts bybusiness community, asking to the people for understanding activities of businness community, and using the other companies'"good
good practices"
practices as a reference to ensure readiness for future large
large-scale
scale natural disaster.
disaster

2. Contents of the survey(1) Survey of corporate relief activities for the disaster victims and disaster-stricken areas:a. Disbursement for relief activities, Number of participant in volunteer activities, etc.
b S
b.
Specific
ifi examples
l off corporatet relief
li f activities
ti itic. Mechanisms and arrangements to promote relief activities(2) Survey of organizations' relief activities for the disaster victims and disaster-stricken areas:a. Disbursement for relief activities, Number of participant in volunteer activities, etc.
b Specific examples of organizationsb.
organizations' relief activities
note: In this survey , as a principle, the activities performed by receiving a countervalue from recipients (including
performances of contract with counterparty) are excepted from the object. But part of those activities are included in theobject of this survey.

3. Targets
gof the surveyyMember companies and organizations(e.g. industrial associations, employers' associations of the prefecture) of
KEIDANREN and corporate members of the 1% Club. (1,485 companies and organizations in total.)

4. Bodies in charge of the survey
The Committee on Corporate Philanthropy of KEIDANREN and the 1% Club

5. Date of the survey
October to November, 2011

6. Number of respondents
461 companies and groups (Response ratio: 35.2%, Those include approximately 9,400 subsidiaries.)
53 organizations (Response ratio: 30.3%)

11

4. Steps taken by KEIDANREN

Established Great East Japan Earthquake Headquarters (headed by Chairman Yonekura) on March 14, 2011
Implemented assistance of various kinds
kinds, with the cooperation of member companies and organizationsorganizations, to address changes in conditions
in disaster-stricken areas(1) Financial cooperation
a. KEIDANREN appealed, through the KEIDANREN website,
1% Club News
News, etc.,
etc to companies and organizations
for cooperation in the forms of donations
and assistance funds.
Note: Assistance funds requested through KEIDANREN and
1% Club– Working funds for the Joint Committee for Coordinating andSupporting Voluntary Disaster Relief Activities (Shien-P)– The Disaster Relief Volunteer & NPO Support Fund
– Japan Platform (Co-existence fund, etc.)

b. KEIDANREN participated in selection of Central
Community Chest of Japan designated donations and Japan
Platform (JPF) aid recipients.

The Yamatai transports Relief Supplies Hot-Line supplies(Photograph: NYK Line)(2) Cooperation in providing relief supplies
a. KEIDANREN established direct ties with pprefectural
governors in disaster-stricken areas, and in cooperation withcompanies and organizations conducted "Relief Supplies
Hot-Line" to deliver relief supplies essential to those areas.
(First activity of its kind by KEIDANREN)

Delivered approx. 300 tons of supplies to Iwate, Miyagi,
and Aomori Prefectures
Prefect res byb road,road sea,
sea air and self-defenseself defense
force routes.
b. KEIDANREN cooperated in activities such as provision of
supplies to local disaster volunteer centers (prefab materials,
vehicle leases, bicycles, IT equipment, etc.)

c. KEIDANREN cooperatedp
in supply
pp y to disaster-stricken
areas of relief goods in "Uru-Uru Pack" sets of items
essential to daily life (school supplies, toiletries, etc.)

Delivery of an Uru-Uru Pack to elementary-school children

12(3) Cooperation with volunteer activities
a. KEIDANREN collaborated with the Joint Committee for
Coordinating and Supporting Voluntary Disaster Relief
Activities (Shien-P) to implement a "volunteer program forbusiness persons" from late April to early August.
Some 2,100 business persons from 49 companies took part,being dispatched to disaster-stricken areas in Iwate, Miyagi,
and Fukushima Prefectures. Their tasks including clearance
off disasterdi
waste andd removall off sludge
l d fromftheh stricken
i k
areas.
b. KEIDANREN recruited volunteers for such tasks aspacking Uru-Uru Pack relief goods. More than 500 businesspersons in TokyoTok o and Nagoya
Nago a participated.
participatedAn activity in the volunteer program for business persons(4) Assisting stricken areas by reviving
consumption
a. KEIDANREN assisted the agriculture and fisheries sectors
and food-related businesses in the Tohoku and Kanto
regions, which have suffered severe economic damage asa result of the disaster and harmful rumors.
– KEIDANREN has
h fformedd a structure ffor li
liaisoniwith
i h affectedffdrelevant local governments, agricultural organizations, consumer
organizations, and other bodies, and acts as an intermediary between
companies and agricultural and other organizations.
– Companies have taken measures such as holding in-house markets
f directfor
di t selling
lli andd incorporatingiti foodsf d fromftheth disasterdi t areas intoi t
the menus in their staff cafeterias.

An in-house market

13IV. Revealed issues
1. Local governments also suffered from the disaster, with the result that it has taken a long time fordonations to reach disaster victims.
 In a large-scale disaster affecting numerous urban and rural prefectures it is vital for all parties
concerned to give in-depth study to measures to ensure that donations reach disaster victims
quickly but are distributed fairly.
2. With regard to the large amounts of assistance funds raised from companies, townpeople, andothers, matching with NPOs/NGOs has been difficult.
 In order to deepen collaboration between companies and NPOs/NGOs and to enhance matchingcapabilities, intermediary assistance organizations have a major role to play.
3. There have been issues with regard to the transportation of relief supplies and the securing of fuel,andd to theh efficiency
ffi i
off theh apportionmenti
andd provisioni i off theh supplies.
li It is essential for not only the national government and local government bodies, but also
companies and NPOs/NGOs, to study a comprehensive mechanism for the rapid and efficient
procurement, transportation, management, and provision of relief supplies.
4. When companies have planned their own volunteer programs they have faced serious difficultywith regard to the selection of program destinations and partners.
 Study must be given to the creation of mechanisms for sharing information relating to human
support betweenbcompanies,
i locall l governments, andd NPOs/NGOs.
NPO /NGO
5. There have been weaknesses with regard to dealing promptly with offers of donations or relief
supplies sent by overseas companies.
 It is essential to develop a structure for accepting assistance from overseas, including a mechanism
for dispatching appropriate information overseas in a timely manner.
14

V. Issues to be addressed
1. Assistance activity as part of corporate philanthropy during the reconstruction period(1) Importance of continued assistancea Recovery from the disaster will take a long time,a.
time so it will be necessary to undertake prolonged assistance activity.
activity A key factor for sustaining ongoing assistance will be for companies and the business community to implement assistance infields in which they can exploit their own special characteristics and strengths, and fields in which they can comply with thepriority themes of corporate philanthropic activity.

(2) Addressing the differing changing needs of individual areas in collaboration with government
bodies and NPOs/NGOsa. The stage in which relief activities entail simply the provision of supplies, etc., free of charge to disaster victims and disasterdisasterstricken areas has ended. From now on, it is essential for the emphasis to switch to assistance activities that stimulate the selfreliant revival of local economies and the creation of a sustainable society in an environmentally conscious manner.
The state of damage and of reconstruction differs from area to area, and this will demand an approach that is not uniform, but
fine-tuned to individual circumstances.
 In order to transfer the role of principal actor in assistance activity to NPOs that have roots in each locality, it is necessary for
NPOs/NGOs from outside the disaster region that have been active during the emergency-relief period to take the lead in
nurturing local NPOs.
b If companies assist businesses damaged by the disaster for the purpose of fostering industrial recovery,b.
recovery it may be difficult forthem to make cash donations directly to those businesses (since that may be deemed to constitute investment).
 A possible means of doing this is to employ a mechanism in which businesses damaged by the disaster are assisted via
contributions to NPOs/NGOs.

To revive the strength of companies it will be important to further enhance collaboration withthe government and citizen sector, etc.
15

2. Steps to prepare for future large-scale natural disasters
At the Great East Japan Earthquake, the national and local governments, companies and organizations,
NPOs/NGOs, and other entities have to some degree drawn upon experience gained since the Great Hanshin-Awaji
Earthquake. Particular progress has been made in collaboration between companies and NPOs/NGOs. It will now benecessary to give further study to the following.
 With regard to the needs of disaster victims and disaster-stricken areas relating to emergency relief and medium
to long-term assistance, the enhancement of capabilities for timely and appropriate procurement and provision,and the structuring of more effective matching mechanisms.
 The enhancement of the functions of NPO/NGO intermediary organizations, in order to deepen collaboration
between companies and NPOs/NGOs, and to conduct activities linked very closely with disaster victims anddisaster-stricken areas.
 The study of measures for promoting collaboration with regard to assistance activity between companies andorganizations.
 The taking of steps to permit–in times of emergency–the flexible application of regulations that impede
emergency relief and rehabilitation and reconstruction activities
activities.
 The improvement of the system for accepting assistance from overseas governments and companies.
 The creation of mechanisms for third-party evaluation of assistance activities by the business community, in orderto verify whether or not assistance activities by companies and organizations are helpful to disaster victims anddisaster-stricken areas.
 The giving of consideration to ensuring that the focusing of attention on emergency relief in response to disasters
does not lead to the slackening of corporate philanthropic activities in normal periods other than at times ofdisaster, including contributing to NPOs/NGOs' normal activities.

16