NETWORK NEWS
Herman Wijffels Fund
Sustainable talent
Companygenes
Cashing in
Mijntje Donners (left), winner of the 2002 Golden
Stick hockey award, with Vincent Pijpers
very autumn, Rabobank Nederland bands out four
cash prizes totalling €235,000 to the Netherlands'
most innovative young entrepreneurs, people who are
improving the world, one idea at a time. Past prizes have
honored improvements in heart surgery technology and
the creation of special food for the cultivation of
pikeperch at fish farms. 'This fund stimulates ideas which
are socially and ecologically innovative in addition to
being commercially viable,' says Richard Piechocki,
Communication Advisor for the Department of Sustain-
ability and Social Innovation. 'We reward people with
visions that create a better future for the next generation.
Candidate names are put forward by local Rabobank
offices across the Netherlands. Piechocki explains, 'Local
offices have the important task of seeking out the most
innovative thinkers in their community. This puts
Rabobank in touch with young entrepreneurs in our
local markets and gives Rabobank the opportunity to
finance their innovative ideas.
Although Rabobank Nederland gains the most exposure from
large-scale sports and cultural events, Pijper's policy also
supports emerging talent in each of the key sponsorship areas.
Says Pijpers,'We don't just buy-in on guaranteed investments.
We also invest in community and sustainability.Amateur
cyclists across the Netherlands benefit from the same
Rabobank support as their professional idols. In the same
vein, Rabobank Nederland bas set up a plan to sponsor
education programs for school children in association with
the Van Gogh Museum.
According to Pijpers, many large corporations, including
financial institutions, are waking up to the benefits of sponsor
ship. Recent studies indicate that 70% of sports fans are
aware of and loyal to corporate sponsors. 'People are realizing
that sponsorship is an effective way to earn loyalty from
today's critical consumer,' he explains. 'There is an awareness
that sponsoring builds trust and credibility and that it offers a
way to put your money, energy and knowledge where your
mouth is.' Rabobank bas kept well ahead of this recent trend.
'Rabobank is a frontrunnner when it comes to sponsorship
because of our unique history and co-operative structure.
Social and community involvement is built into the company
genes,says Pijpers.
Together with his Communications colleagues, Pijpers is
encouraging other areas of the Group to cash-in on Rabobank
Nederland sponsorship investments. He explains, 'We want to
increase awareness of possible communication synergies
across the network and to encourage other business units to
act on these discoveries in a creative way that matches their
oum branding ambitions.' Pijpers points out that there are
instances of this kind of synergetic activity all over the net
work. For example because of Rabobank Nederland's involve
ment with the Tour de France, many Rabobank International
(Rl) offices are able to bring their best clients to the Champs
Elysée to see the final stage of the race. Likewise, some RI
offices entertained clients in association with last year's Flori-
ade events. Pijpers and his sponsorship team are looking to the
2004 Olympics in Athens, Greece, as another opportunity to
promote Group synergy. Athletes sponsored by Rabobank
Nederland are medal candidates in field hockey, equestrian
and cycling events. Says Pijpers, 'We are in the process of
setting up cliënt entertainment facilities that are accessible to
the other Rabobank units. The Olympics are an ideal opportu
nity to act as a single Communications family.
(Left to right) Herman Wijffels presents the Herman Wijffels Innovation Fund Award
to Rutger Brest van Kempen and Sander Huntelerslag for their improvements to
heart surgery techniques
The Word I 9