| Tata AIG, Creates A New Roadmap For Payroll Giving |
We arrived at Tata AIG General Insurance office on Monday 19th July 2004 with heaps of posters. An email was sent out by Ashok to all the employees introducing United Way and informing them that United Way will be coming around to talk to the employees at their work tables.
 We put up more than 50 posters across the busy office.
As we were busy putting up the posters heads started turning. Soon people started waling up asking us what is this all about as it seemed very interesting.
Our terrific posters (designed by a key United Way Champion Mahesh Murthy), had done their job and we were well on our way to introducing United Way !
One by one we started walking into the cabins of the VPs and Department Heads requesting them to invite their teams to join in a 10 minute presentation on what United Way is trying to achieve via payroll giving.
VP after VP agreed to meet us on the spot, without a ho or a hum, or saying not now… we are too busy …come back later ….there was none of that. The enthusiasm demonstrated was consistently echoed throughout the company and we went on to meet every department in groups of 5-10-20 and even 30. For us, these were big events. The enthusiasm and energy in the teams and in the organization was unbelievable !
 As one of the managers said, "Shibani, people want to make a difference, they want to give …. They just don't know how”.
Soon, these young champions were actually calling us for small group meetings .. or even individual meetings. With some of them introducing us and the subject passionately, our job was half done !
| It's the People and Their Commitment That Makes the Difference |
 Success in Corporate Social Responsibility campaigns is not an easy one. There are several moments when one falters and wonders if it is all worth it.
I began the second morning of the campaign wondering with Kavita this very point !
"We are different, Ashok and Kavita said enthusiastically … and you will see that for yourself … our team are a wonderful set of people … where contribution goes beyond work --- Music to any CSR campaigner !!"
What separates one company from another? For us at United Way, it's the people and their level of commitment.
 As we said earlier, CSR is not about large programs where companies spend in lakhs on community development programs. Social Responsibility ultimately needs to be echoed throughout the company by every individual within the organization. Social Responsibilty ultimately is all about living it every day, in all roles we play. It is in believing in causes which go beyond one's own needs or gains.
Every campaign needs champions and people who are individually and personally committed to make it work. It is ever so easy to put it off “for later”. Success needs action, to see the light of the day. Truly, the satisfaction of realising that so little can go a such a long way… is intense… and builds organizations too.
| United Way Thanks Tata AIG General Insurance |
 Our many congratulations and a heartfelt “Thank You” to one and all at Tata AIG General Insurance Company. You have set a high benchmark -- we hope and believe that corporate India will support in big measure… we look forward to the same. Leading by example, and putting action where intention is, and demonstrating personal drive – these worked at TATA-AIG General Insurance.
Special thanks to Ashok Ramchandran and Kavita Singh, our cornerstones of support.
Congratulations and all best wishes to Team Tata-AIG General Insurance !
Your Partners in Creating Sustainable Change in Your Community.
United Way Mumbai
Shibani Sachdeva
Executive Director |
Corporate Social Responsibility is not only about large programs where companies spend in lakhs on community development programs. Social Responsibilty ultimately needs to be echoed throughout the company by every individual within the organization. At Tata AIG General Insurance we saw a high demonstration of this. 
