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The Sampo Group companies want to make donations to and take part in humanitarian efforts to support both local and international communities. At the same time, donations can, for example, offer reputational benefits for the Group companies, help attract and retain employees, and provide possibilities to engage with current or prospective customers.

Group-level approach

Sampo Group has a group-level community engagement framework . The framework has three themes, which guide the Group’s donations and other humanitarian efforts. With donations and other humanitarian efforts, Sampo Group also wants to support the Group’s selected UN Sustainable Development Goals.

Every year, the Sampo Group companies each independently decide which initiatives they wish to support and what types of humanitarian efforts they want to engage in. The collaborations can range from one-off activities (e.g., donations, disaster relief) to long-term projects (e.g., multiyear partnerships). In addition, some of the Group companies offer employee engagement initiatives, such as matched donations and employee volunteering. The Sampo Group companies support both local and international causes.

Monitoring and evaluation of donations and other humanitarian efforts is done on a subsidiary level. Each activity and partnership is evaluated on a case-by-case basis, with criteria depending on the nature and scope of the cooperation.

Group goals and ambitions

The Sampo Group companies’ primary aim is to make donations and take part in humanitarian efforts that are authentic and that aim to make a change in society.

Donations by company, Sampo Group 2021
If* 65,020 5,000
Topdanmark 60,506 55,845
Hastings 169,400 -
Mandatum** 56,789 33,366
Sampo plc 69,000 68,366
Sampo Group, total 420,715 162,577

* Sponsorships and donations have both been booked under sponsorship. In 2020, If set up new accounts for donations, and therefore, donations and sponsorship costs are now separated in the bookings. During 2020, some donations were still booked under sponsorship, which explains the relatively small figure.
** Includes Kaleva as Mandatum and Kaleva made some of the donations together, such as the annual Christmas donation.



If’s sustainability work is built on three commitments: Commitment to customers, Commitment to employees, and Commitment to society. The commitment to society guides If’s donations and community activities on an overall level.

In addition, If links its donations and community activities to the themes of the Sampo Group community engagement framework in Sampo Group’s reporting and to the SDGs in Sampo Group’s and If’s sustainability reporting.

Goals and ambitions

As part of the commitment to society, If adheres to good corporate governance and transparency, contributes its expertise in risk management to building a more resilient society, and sets ambitious climate targets and supports the transformation to a low-carbon society. In practice, this means that If participates in relevant research projects linked to expertise and knowledge in risk management, with the aim of building knowledge about how to reduce risks and increase societal resilience. The company also takes part in public debate on relevant topics, such as climate change, traffic safety, and health, and conducts continual dialogue with policymakers. If considers it to be its responsibility to support and encourage the local community, for example, via joint initiatives.

If has ongoing internal discussions to develop objectives, targets, and reporting related to community activities during the coming years.

Long-term commitments and partnerships

In Finland, If promotes children’s traffic safety through its Yellow Cap initiative. If has donated reflective yellow caps to all first graders annually since 2006.

In Norway, If cooperates with the Norwegian fire safety organisation on fire safety in private homes, focusing on families. Together, If and the organisation have educated hundreds of thousands of Norwegians on how to prevent fires. Part of the cooperation is Fire Safety Week, which is organised every year. This cooperation has been ongoing since 2003.

In Sweden, If collaborates with the Swedish Heart and Lung Foundation. The aim of the collaboration is to increase the number of defibrillators, which substantially increase the likelihood of surviving cardiac arrest, in residential areas. Although defibrillators are often available in workplaces and public facilities, they are usually not available in private homes, where the most cardiac arrest incidents occur. The project started in 2021 and will last for at least three years, during which reporting on its impacts can be provided.

In Estonia, If works with the Estonian Hunters’ Association to investigate whether and to what extent the installation of light barrier reflectors on roads could help to prevent and reduce accidents involving wild animals. During the project, test sections have been installed on various roads all over Estonia, in areas with particularly high risk. To investigate the effectiveness of the reflectors, some parts of the roads have been covered with reflectors and some not. The project started in 2021, and it will last for three years. The study is being conducted by the Estonian University of Life Sciences.

In Sweden, If is a partner of SAFER, which is a competence centre where partners from the Swedish automotive industry, academia, and authorities cooperate to create a centre of excellence for traffic safety research and safe mobility. The partnership has been ongoing since 2013. In addition, If is committed to contributing to the action plan for safe road traffic 2022–2025 led by the Swedish Transport Administration.

Employee volunteering

In some of If’s operating countries, employees can do volunteer work during working hours in support of a cause of their own choosing. In Sweden, through If’s Enthusiast (Eldsjäl) programme, employees can do volunteer work during working hours for two hours per month.

In addition, If offers other activities in which employees can take part. Some of these activities are arranged annually by the company, while others are initiated and driven by the employees themselves. One example is the option in which employees can choose to donate their Christmas gift to a cause selected by the company. If also, in some cases, for example regarding aid to Ukrainian refugees, matches employees’ donations like-for-like. Local initiatives, such as collecting amenities, items, or funds are arranged in several If countries.

Monitoring and evaluation

If monitors monetary donations and community activities on a country level. Typical KPIs used on a local level are, for instance, financial contribution, number of employees participating, time spent, and number of items or amount of funds collected.

The Brand, Marketing and Communications, HR, and Sustainability teams, as well as the Business Management Group, oversee donations and community activities within If, depending on the type of activity and/or the country in question.



Topdanmark links its donations and community activities to the themes of the Sampo Group community engagement framework. In addition, Topdanmark aims to support especially UN Sustainable Development Goals (SDGs) 3, 5, 8, 12, 13 and 17 with its activities.

Goals and ambitions

The objective of Topdanmark’s donations and community activities is to support the community of which the company and its employees are a part. The company donates to a range of charitable and civil society organisations.

Topdanmark is currently redesigning the company’s community engagement programme to further support smaller organisations, both economically and in-kind. This also means a clearer focus on developing community activities that align with the business of Topdanmark (e.g., prevention, health issues, and well-being for people).

The new community engagement programme will most likely include more specific targets that measure costs, engagement, brand value, and the like. Topdanmark will also look into partnering with a climate and/or environmental organisation once the company’s community engagement programme is ready for launch.

Long-term commitments and partnerships

Topdanmark has worked with and donated to Doctors Without Borders (DWB) since 1996. This partnership focuses on health and well-being, as DWB works with health and well-being around the world, and specifically in areas affected by war or other crises. 

In addition, Topdanmark has donated to the Danish Cancer Society during their annual national campaign since 2013. This campaign consists of Topdanmark’s employees doing different physical activities, and when the campaign is over, Topdanmark donates according to calories burned.

In terms of community engagement, the employees of Topdanmark also donate blood to the Danish Blood Bank. The Danish Blood Bank visits Topdanmark four times a year, and the employees can book an appointment on location for a donation. This is done during paid working hours. This partnership has been running since 1969.

Lastly, Topdanmark has a partnership with BuddhaBikes, a small company that refurbishes old bikes and donates them to people who need a bike (e.g., refugees living in Denmark or families with an income below the national poverty line). When a claim has been made on a stolen bike and the bike then returns, it is the property of Topdanmark. These bikes are donated to BuddhaBikes. This partnership has been running since 2019.

Monitoring and evaluation

Topdanmark monitors the company’s financial and in-kind donations. Financial donations are monitored annually. When it comes to in-kind donations, Topdanmark monitors the number of products donated. Related to cooperation with the Danish Cancer Society, Topdanmark monitors voluntary hours, paid working hours used by employees, and administrative costs.

As part of developing the new community engagement programme, Topdanmark will investigate the possibility to further develop KPIs and will investigate monitoring the social return on investment.

Currently, the Sustainability and HR teams oversee the monitoring and evaluation of donations and community activities. The main body in charge of strategic decision-making is the Sustainability Forum (composed of managers from levels 1 and 2). As part of the new community engagement programme, the Communication and Marketing teams will also have monitoring and evaluation tasks.



Hastings links its donations and community activities to the themes of the Sampo Group community engagement framework. In addition, Hastings has an internal CSR strategy that guides donations and community activities. Hastings also links the company’s donations and community activities to the UN SDGs.

Goals and ambitions

The main objective of Hastings’ donations and community activities is to support charities, community groups, and schools within a 20-mile radius of a Hastings office, or to support an organisation close to where the company’s homeworking colleagues live.

Hastings’ target is to further improve year on year (e.g., increase colleague fund raising, donations, and community day hours completed). Objectives and targets for the year in question are being considered based on the previous year’s achievements, including how Hastings can better measure the impacts of donations and community activities.

Long-term commitments and partnerships

Hastings has an education programme called Futuready, established in 2021. The programme is designed to help students from local schools in Bexhill and Leicester to make better life choices, and it was developed to help motivate and inspire young people to become the very best version they can be. Delivered across three diverse days, each young person is guided through the course by a dedicated Hastings employee (business mentor) who has received training to work with young people. The business mentors share their own personal journeys, successes, and failures with the students and group, bringing the real world of employment directly into the lives of the young people.

In addition, Hastings participates in certain community sponsorships or events annually, such as Hastings and Leicester Pride since 2021 and Bexhill Carnival since 2013.

Employee volunteering

Hastings has a programme for employee volunteering called Colleague community days. Each calendar year, employees are given at least one fully paid working day to offer their services in the community to make a difference. This can be done as a team event or individually.

Hastings measures the effectiveness of the employee volunteering programme by the number of employees who have completed a community day, the number of hours spent on a community day, and the potential financial support of those days – cost to the business / community hours in amount donated in working hours, the number of charities supported, and the type of volunteering (e.g., practical, physical, or professional experience).

Monitoring and evaluation

Hastings monitors the value of donations, in-kind donations (under professional-based community days and educational programmes), and time contributed by employees. Charity and community grant requests received by Hastings are usually specific requirements (e.g., a wheelchair for a child), and therefore Hastings can evaluate the impact from the application.

When Hastings provides educational programmes to schools, the company receives feedback from teachers, people that have been directly impacted (e.g., students), and students who are children of Hastings’ employees. From a business perspective, this helps to bridge the gap between education and the workplace, and it encourages the local community of young people to consider future employment at Hastings.

The CSR Manager oversees the company’s donations and community activities with monthly updates provided to the Hastings Board of Directors.

Going forward, the company wants to develop and improve existing monitoring in line with the company’s CSR strategy. 



Mandatum has a donation policy, which the company plans to update during 2022–2023. The company also plans to link donations and community activities to the UN SDGs.

Mandatum’s donations are approved on a case-by-case basis by the company’s Board of Directors, within the limits of the provisions of the Insurance Companies Act. Decisions related to other community activities are discussed and decided within relevant interest groups. The Communications department coordinates all external activities, and HR is involved in coordinating internal activities.

Goals and ambitions

Mandatum is an expert in money and life, and it wants to offer people and the environment support in these areas of strength. Mandatum plans to develop its processes related to donations and community activities due to the new Mandatum Group structure.

Long-term commitments and partnerships
In order to prevent the marginalisation of youth at risk of exclusion, Mandatum is cooperating with the Tukikummit Foundation and donating accident insurance policies to children in need. The assistance granted by Tukikummit supports children in disadvantaged families in Finland who are in danger of being marginalised for financial reasons.

By insuring oneself using Mandatum’s products, one can help secure the life of a disadvantaged child or adolescent in case of injury. For each new life insurance policy sold, Mandatum donates approximately 1 per cent of the first year’s insurance premiums towards arranging accident insurance. The insurance is issued for two years until the child reaches the age of 18. Mandatum has worked with Tukikummit since 2014.

In addition, Mandatum has worked with WWF Finland since 2017. The aim of the cooperation is, among other things, to steer the investment sector to adjust its operations to the 1.5–2°C temperature goal agreed on in the Paris Climate Agreement.

Employee volunteering

Mandatum has a programme for employee volunteering, and HR is responsible for organising the volunteer work. Each year, employees can use eight working hours to volunteer for a charity of their choice. Mandatum measures the number of employees who have participated in volunteer work, the hours spent, and the number of charities supported.

In addition, Mandatum offers other activities in which employees can take part. One example was a donation campaign in which employees could join the effort and increase the sum donated to a cause selected by the company. Mandatum then doubled all donations made by Mandatum employees.

Monitoring and evaluation

When it comes to monitoring donations, Mandatum expects the charities to report on how the donation is used. Currently, Mandatum monitors the value of donations, in-kind donations (e.g., product or services donations, projects partnerships), and time contributed by employees for volunteering.

HR, Communications, Financial Administration and Accounting oversee the monitoring and evaluation of donations and community activities.

Sampo plc


Sampo plc has an internal guideline on sponsorship and donations. According to the guideline, the Head of Sustainability prepares donation proposals, and the Group CEO & President considers each proposed donation on a case-by-case basis. The Board of Directors has authorised the Chair of the Board and the Group CEO & President to approve one-time donations up to internally agreed limits. The Board of Directors decides on more extensive sponsorship agreements or donations based on proposals submitted by the Group CEO.

The donations and other humanitarian efforts of Sampo plc follow the community engagement themes of Sampo Group. Sampo plc evaluates each donation independently. Examples of principles that apply to all donations include: all conflicts of interest must be avoided, contributions to religious organisations are not permitted, contributions to political parties and organisations closely tied to them using company resources are not permitted, and the recipient must have an impeccable reputation.

Goals and ambitions

Going forward, Sampo plc’s ambition is to investigate possibilities for further cooperation between the Group companies regarding donations and other humanitarian efforts.

Long-term commitments and partnerships

Sampo plc has supported the Finnish Association of People with Physical Disabilities since 2016. The association engages in advocacy and service provision for people with physical disabilities or functional impairments.

Sampo plc has also partnered with a honey producer, Korpikuusikon hunaja, and bought beehives that the beekeepers of Korpikuusikon hunaja take care of. The beehives are placed in Nuuksio National Park, Finland, and the approximately 50,000 bees that inhabit one beehive maintain the biodiversity in the area. At the end of the year, the employees of Sampo plc are all given a jar of honey produced by Sampo plc’s own bees. The cooperation started in 2021.

Employee volunteering

The employees of Sampo plc have taken part in the Joulupuu charity since 2017. The aim of the charity is to provide Christmas gifts to children and adolescents in deprived families who might not otherwise receive any gifts. This opportunity to take part in the Joulupuu charity is highly appreciated among employees. It is also a concrete way for employees to support the local community.

Monitoring and evaluation

When it comes to monitoring and evaluation, Sampo plc expects charities to report on how the donation is used. In addition, Sampo plc monitors and reports on the value of donations.

Updated 6 Oct 2022