The Beautiful Foundation

Background

The level of philanthropyin a country is considered an important standard of measuring the level of its culture. The more advanced a country is, the more developed its philanthropic culture. Since the act of giving is not derived from a sense of duty (as in the case of taxes, for example), it is only possible through a developed civic consciousness and social atmosphere.

Before the 1990s, Korea’s philanthropy culture had more negative aspects than positive. The Korean government has wielded its influence on its people to donate on such specific issues as the ‘Peace Dam Construction Project’, forcing people to participate in the fundraising events intentionally arranged by the government without regard to their wishes. However, this culture of giving gradually expanded from 1990, driven by waves of changes such as globalization and the end of military rule in Korea. The Beautiful Foundation was established in the midst of this growing interest in philanthropy. It was inaugurated in August 2000, one year after the initial proposal by Mr. Park Won Soon, who was then Secretary General of People’s Solidarity for Participatory Democracy.

Purpose

The Foundation is a public fund, run by participation and assistance from a broad range of supporters, not from a few affluent individuals, companies or groups. The fund is operated for the development of a society in which citizens play a pivotal role. All the revenues of the Foundation are spent in the interest of the public. The Foundation is based on the idea that public causes should be served by continuous and sustainable support, not by sporadic and spontaneous donations. That will be possible when the culture of the philanthropy is deeply rooted in our daily lives. The Foundation promotes a culture of giving and sharing by providing various methods in which ordinary citizens can participate and connect the resources and needs of society.

Activities

The Foundation’s activities are categorized as: the awareness-raising campaign for cultivating and encouraging healthy culture of philanthropy, a public campaign on 1% sharing which is meant to help people easily participate in donation, social contribution programs for the business sector, operation of donor-advised public funds, and grant-making activities for sustainable development of communities. The Foundation also conducts research activities on philanthropy.

The Awareness-Raising Campaign

It is often said that in Korea there is no such word as “philanthropy” and that there is no tradition of donation like the that in the US and other western countries. Howevera tradition of philanthropy unique to Korean society has been successfully maintained over the years throughout turbulent social changes. It was this social dislocation, however, that often caused philanthropic activities to be made in a spontaneous and even impulsive manner. The Foundation has made efforts to create and promote a new philanthropic culture in which people donate not from a moment’s sympathy but as a matter of habit.

The Foundation has conducted numerous campaigns along with major news companies such as Donga Ilbo and Choongang Ilbo under the title “Spending Money In A Most Beautiful Way”. In addition, it seeks to expose people to various social causes by participating in grassroots donation activities.

1% Sharing Program

The 1% sharing program is the principal program of the Foundation. The purpose of this program is to make people realize that sharing does not necessarily require a large sum of money. 1% symbolizes “the smallest thing that we can share”. It means a level of sharing that anybody can join in the most comfortable and easy way. It is actually the “willingness to share one’s heart”, not just “calculating 1% of what I give”. There are numerous ways to share 1% of what people have. Someone share their inheritance while others give 1% of their annual salary. Professional writers donate 1% of their book royalties and those who have special skills donate their expertise. The Foundation believes that through such 1% sharing, it can make a powerful driving force to transform the world. The fund accumulated through the program is used for public activities to assist people in need.

Public Fund Raising Program “Foundation in Foundation”

The first public fund of the Foundation was initiated by an old lady’s donation of her entire fortune. A fund was named after her and was granted to orphans who need financial assistance for their education. Without complicated administrative procedures and excessive costs for establishing and operating a foundation, such an initiative can be created simply by the wishes of the donor. This donor-advised fund is being run in accordance to the donor’s intention. Individual small sum donors can also participate in this program by matching their donations to funds they want to take part in. Such public funds are being operated to provide support continuously over the years by preserving a portion of the principle.

Corporate Social Contribution Program

The Foundation operates corporate social contribution programs for private companies which are designed to pave the way to a desirable corporate citizenship model. To that end, the Foundation is continuously suggesting that companies set up funds for the public good based on their management philosophy and traits of their business. Companies such as Hyundai Motors, Haitai Confectionery and Yuhan Kimberly are taking part in our programs in partnership with the Foundation.

Research Program

In order to disseminate a giving culture into our daily life, what is needed is scientific and systematic study on contribution-related fields, exact statistical data and plentiful examples. The Foundation is running a research committee consisted of experts from relevant fields in order to conduct policy study and institution reform projects for proper philanthropic culture. It hosts an international symposium every year on giving culture that introduces the results of a survey on Korean’s attitude toward philanthropy. In July 2001, it opened a non-profit fundraising archive, the first of its kind in Korea. The archive is equipped with about 300 volumes of books as well as other audio-visual materials.

Strategic Goals

Recognizing the donators’ trust in the fundraising organization as one of the most critical criteria in selecting a philanthropy organization, the Foundation has been focusing on establishing transparency throughout its operation process. All the figures, including its operation expenses as well as the fundraising incomes, are fully disclosed to the public. The Foundation is also trying to limit its overhead costs to two percent of the funds it receives.

Contact Person:

Sun Mi Park/ Research Team

16-3 Gahoe-dong, Jongno-gu, Seoul, 110-260, Korea

Telephone 82-2-730-1235

Fax 82-2-730-1243

E-mail abons@beautifulfund.org