a year of high numbers - alfa-bank · pdf fileas the largest private bank in russia, ......

A Year Of High Numbers

S O C I A L R E P O R T

Alfa-Bank has always been and will continue to be a socially responsible

company that develops and supports cultural initiatives, is not indifferent

to those in need of help and takes an interest in what our country will

be like in the future.

Rushan Khvesyuk

Chairman of the Executive Board, Member of the Board of Directors

Message from Alfa-Bankmanagement

As the largest private bank in Russia, Alfa-Bank engages in vibrant social and charitable activities. It also pri-

oritises social responsibility; this is why more and more cultural, educational and philanthropic events enjoy

Alfa-Bank’s support every year. In this report, we highlight the most important and interesting events and

social initiatives arranged or sponsored by Alfa-Bank in 2010.

Every year, Alfa-Bank gives people in Russian’s regions the chance to see their favourite singers, musicians and

actors by arranging tours of Russian and international celebrities. In 2010, we organized shows starring Dmitri

Khvorostovsky and Denis Matsuev, Mashina Vremeni and Voskresenie and many other celebrated performers

and music companies. Music competitions and drama festivals, exhibitions and concerts were supported by

Alfa-Bank and the Bank was instrumental in promoting regional museums. For instance, Alfa-Bank helped

Omsk Museum of Fine Arts by sponsoring restoration work of Ivan Aivazovsky’s picture Storm on the Black

Sea, donated an etching from the collection of German publisher Rudolph Ackermann to Saratov Art Museum,

financed the final phase Nikolay Koshelev’s Burial of Christ canvas restoration in Nizhniy Novgorod State Art

Museum and provided financial aid to other museums and libraries across the country. An essential 2010 proj-

ect was the comprehensive support we extended for the restoration of the Russian exhibition pavilion in Venice.

While committed to supporting cultural initiatives, the Bank does not forget those for whom our help is indis-

pensable. Corporate donations to the Life Line Foundation, gifts and congratulations to Great Patriotic War

veterans, sponsorship of children’s homes and boarding schools are not just initiatives of the Bank, but a re-

flection of the good will of its employees who initiate personal volunteer projects and put their heart and soul

into helping those in need.

Another essential direction of the Bank’s socially significant operations that deserves special attention is sup-

port for talented youths from Russian’s regions as part of the Alfa Chance scholarship program and arrange-

ment of internships in Russia for young professionals from abroad.

Summing up this brief review of the Bank’s social and charitable activities in 2010, I am proud to say that

Alfa-Bank has always been and will continue to be a socially responsible company that develops and supports

cultural initiatives, is not indifferent to those in need of help and takes an interest in what our country will be

like in the future.

1Alfa-Bank • Social Report 2010 • Message from Alfa-Bank management

2Alfa-Bank • Social Report 2010 • Life Line — Saving Children Together

Alfa-Bank launched the Life Line charity program on 1 June, 2004, as an initiative of leading Rus-

sian companies and individuals who could not remain indifferent to the problem of high mortality

rates among children in Russia. In developing the Program, Alfa-Bank leveraged successful experi-

ence of international organisations engaged in health care and charity. It became a national chari-

table foundation in 2008.

The fund was founded to help children with serious illnesses that can be treated with state-of-the-art

medical care. The Life Line foundation’s mission is to save critically ill children and promote civic values

that will ultimately foster open interaction between different social groups across Russia and globally.

Life Line pays for advanced medical treatment and expensive high-tech devices to ensure the best pos-

sible care for Russian children who are 15 years or younger suffering from life-threatening heart, brain

Alfa-Bank has supported the Life Line Charity, which provides

financial assistance to critically ill children, for the past six years.

The Bank acts as the corporate sponsor of the program and also

provides opportunities for its employees to make individual tar-

geted donations. The Bank regularly holds charity events to raise

extra funds for children in need of help as part of its support to

the foundation.

LIFE LINE — Saving Children Together


and liver diseases. Since 2009, the Life Line foundation has been funding medical treatment of children

with congenital spinal deformities (grade III and IV scoliosis) that require surgical intervention.

Life Line is a nation-wide charity, and all the funds raised by the program are used to pay for the

treatment of children. The Charity has already helped the lives of more than 4 000 children across

Russia by raising more than $18 million.

The fund sponsors operation on children in Moscow, St. Petersburg, Perm, Krasnodar, Tyumen, Samara,

Novosibirsk, Tomsk, Voronezh, Nizhniy Novgorod, Krasnoyarsk, Kaliningrad, Kazan, Murmansk,

Khabarovsk, Syktyvkar, Volgograd, Yekaterinburg, Rostov and other cities. Funds are spent on prescribed

medical services and medicines necessary for the care of every Life Line patient. The proper use of the

charity’s funds and the transparency of the program are guaranteed at all times.

A significant source of funds for the Life Line Charity are corporate donations from the Bank as well

as personal contributions made by its employees. In addition to private and corporate contributions,

the Life Line program also raises funds to save the lives of critically ill children through the Give As

You Earn program, an initiative designed for employees wishing to contribute part of their wages.

Any company can participate in the Life Line corporate scheme and give their staff the opportunity to

provide financial aid to children directly from their work places by installing the relevant application.

Alfa-Bank was the first corporate participant in the Life Line program. Since August 2004, more than

500 Alfa-Bank employees across the country have donated more than 8.8 million roubles and funded

treatment for 95 children.

extending a Helping HandSince September 2008, customers have been able to donate to the Life Line foundation by using Alfa-

Click or bank transfers, free of charge. Updates on how the money is spent are regularly posted on the


Bank’s website. We are very grateful to our customers for their enthusiasm in supporting our initiative

to provide financial assistance to the Life Line Charity — during 2009 they donated over three million

roubles. This was enough to sponsor sophisticated medical equipment for 31 children suffering from

heart defects from all over the country.

In 2009, Life Line and Alfa-Bank launched another joint project enabling the Bank’s customers to

contribute to the common cause of saving critically ill children using their plastic cards and cash dis-

pensers installed in all offices of the Bank. These cash transfers are also free of bank charges.

The Golden Heart of Alfa-Bank

In November 2007, the Bank launched a new corporate project - a monthly charity lottery called

“The Golden Heart of Alfa-Bank”. Everyone who makes donations using the Life Line program can

participate in the lottery. Prizes include tickets to events jointly organised by Alfa-Bank and the

Life-Line Charity.

6Alfa-Bank • Social Report 2010 • Charity

Let’s Help Children to See the World

In 2010, the Bank held another fundraising event called Let’s Help Children to See the World during

which Alfa-Bank employees raised funds to purchase a Braille printer that prints readable texts, handouts,

pictures, charts and tables for the Korolev school for blind children. Diana Gurtskaya visited Alfa-Bank to

Employees of all Alfa-Bank offices and divisions have always sup-

ported charitable events and continue to do so. Three times a year —

as part of Children’s Day, We are Getting Ready for School and

Christmas Miracle events — heads of regional divisions visit more

than 20 orphanages Alfa-Bank supports charity events from

Kaliningrad to Khabarovsk. In 2010, the list of Bank-sponsored

children’s homes was extended to include orphanages in Krasno-

dar and Rostov-on-Don and the Suvorov Military School in Kazan.

The Bank also implemented a new project together with the Nizh-

niy Novgorod Youth Theatre. Alfa-Bank sponsored the theatre’s

Golden Key production and invited more than 800 orphaned chil-

dren to the first performance. During the Summer Day traditional

family event, employees of regional offices donated more than

2,000,000 roubles to the Life Line foundation, enabling 10 heart

surgeries for children.

Charityif we don’t help, who will? Volunteer Initiatives at Alfa-Bank

7Alfa-Bank • Social Report 2010 • Charity

give her personal thanks to the participants of the fundraiser who made the greatest donations. And in

just a few days the famous singer also visited the school in Korolev to hand over the printer, where Diana

performed some of her singles and sang a song with the children.

Assistance for State Orphan Support Program

Support for child orphanages is an on-going strategic charity initiative for Alfa-Bank.

“the reintegration of orphans into society and development of their professional skills is a socially

important program we support”, says Alfa-Bank’s Director for Communications and PR Leonid Ignat.

“By providing socially significant aid to its sponsored orphanages and boarding schools, Alfa-Bank

facilitates the government program”.

Helping the Children Together! — Volunteer initiatives in Moscow

We are proud of our team at Alfa-Bank. As well as being high-profile specialists, our employees are

also amazing, warm and generous people, many of whom support orphanages and childcare centres

on a permanent basis. In 2010, we held a contest of volunteer initiatives among various charitable

projects designed by Bank employees who volunteer to help disabled children and kids from children’s

homes and boarding schools in verious regions of Russia. Each employee could propose their own

charity project; the best initiatives submitted were shortlisted and put to a general vote of colleagues

to select the projects Alfa-Bank would go on to sponsor.

Children’s Day

On Children’s Day, Alfa-Bank employees visited children from sponsored orphanages in 16 regions of

Russia. The children received toys, sweets and games and many other gifts. And, of course, of utmost

importance for the children was the intecaction with people from outside their customary environ-

ment. The reintegtation of children brought up in children’s homes to life beyond the walls of their

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orphanages is a complicated task that requires more effort than their teachers and carers. Alfa-Bank

employees endeavour to contribute to this complicated process.

Employees of our Tyumen branch who sponsor an orphanage in Uvat, which is far away from the

city, arranged for the children to have a tour of Tyumen. The kids had a busy day, including visits to a

children’s restaurant, amusement park, 3D show of Shreck 3 and an excursion to Alfa-Bank.

A similar experience was designed for the children sponsored by the staff of Novosibirsk branch whose

employees support Children’s Mental Hospital No. 3. In 2010, jointly with the Academic Club of the

Siberian Branch of the Russian Academy of Sciences, the branch arranged for an outdoor event called A

Happy Summer with Knopka and Klepka. In addition, Alfa-Bank donated changing tables to the maternity

home of the regional hospital and purchased hiking tents for the Patriot children’s summer camp.

Heads of Samara and Bashkortostan branches were invited as distinguished guests to celebration

concerts and parties dedicated to the end of the school year at Boarding School No. 117 in Samara

and children’s home No. 9.

Employees of our Omsk branch prepared gifts and presents for their sponsored Orphan Asylum No. 1,

including household appliances and vases and also arranged a traditional tea party for the children,

during which Alfa-Bank employees socialised with the children they support.

• The Novosibirsk branch arranged several charity initiatives for Children’s Day. For instance, the

branch has long supported Children’s Home No. 2. In the run up to the Children’s Day, volunteers

from the branch raised money to purchase personal belongings and books the children need most.

The branch employees also supported other projects, such as assistance to the Novosibirsk Re-

gional Clinical Hospital for the purchase of medical equipment for its children’s department and aid

to the patriotic camp under the auspices of the Authorised Representative of the Russian President

in the Siberian Federal District. In addition, on 2 June 2010, a charity event was held for the juniors

of the Novosibirsk Science Campus on the territory of the Academic Club of the Science Campus

— a major performance involving dancing companies of the Academic Club.

Alfa-Bank • Social Report 2010 • Charity

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• Kemerovo Office funded Leningradsky Orphanage’s purchase of uniforms for its football team.

• Alfa-Bank’s branch in Krasnoyarsk invited children from their sponsored orphanage to Piramida

entertainment centre, where they were delighted to find playing machines, a circus performance

and plenty of ice-cream waiting from them.

• For more than 10 years, the Bank’s Samara branch has been supporting Boarding School No.

117 for physically challenged children with speech and hearing impairments. In anticipation of

the Children’s day, the Bank’s employees purchased and installed speech and hearing mechano-

therapy equipment for psychological release and physical relaxation.

• In Krasnodar, volunteers purchased a metal frame swimming pool and audio equipment for Or-

phanage No. 32 in Tenginskaya Village (Ust-Labinsk District) and also participated in a football

friendly with the orphanage’s children.

• Our Rostov branch staff sponsored Vysokiy Bereg — a Childhood Day charity event arranged for

orphans and boarding school pupils of the Rostov Region. The event was arranged by Vysokiy

Bereg hotel complex of Rostov-on-Don in honor of Children’s Day. Children from Children’s Home

No. 4 of Rostov Region’s Novocherkassk also received prizes and gifts from our employees.

• Staff from our Volgograd office arranged for the purchase of baby food, diapers and toys for the

Malyutka orphanage in their city.

• In 2010, the Kazan branch decided to sponsor the junior cadets of Kazan’s Suvorov Military

School. On Children’s Day, each of the pupils received a basket of food to brighten up their journey

to a special sanatorium of the Russian Ministry of Defence in Anapa.

• Staff from our Saratov office made their traditional visit to the state healthcare institution Special-

ised Children’ Home in Saratov. In the run up to Children’s Day, office employees raised funds to

purchase items that babies up to three years need: diapers, baby clothes, sets of early develop-


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ment toys, a photo camera to compile photo albums of the kids from their first months to the time

they are adopted or join children homes.

• Khabarovsk branch traditionally provides charitable support for the orphanage of Lermontovka rural

settlement (Bikin Municipality) of the Khabarovsk Territory. In the run up to Children’s Day, the branch

donated money to purchase tickets to the Khabarovsk Circus: the children’s first visit to the circus.

• Dalnevostochny operational office in Vladivostok visited children from their sponsored children’s

home in Anuchino village of Primorsk Territory on Children’s Day and presented two water heaters

to the institution.

• Alfa-Bank’s employees in Nizhniy Novgorod brought presents to residents of the children’s asylum

in Krasnye Baki settlement. The presents were purchased wih the funds donated by the Bank and

raised by the branch staff. The asylum received two system units for the computer room, monitors,

stationery, detergents, a ping-pong table and accessories.

Volunteer initiatives on Knowledge DayBetween August 19 and 27, the Bank held its annual event: The 1 September — We are Getting Ready

for School. Employees brought toys, stationery, books and games. Alfa-Bank supports ten institutions for

children who do not have families of their own and all the donations were delivered to children in orphan-

ages and children’s homes. Charitable events were also arranged in all regions of the Bank’s operations.

• Staff at our St. Petersburg branch helped to organise Autumn Day — a special concert that is held

on an annual basis at the Bank-sponsored children’s asylum No. 113 — in order to demonstrate

the children’s progress and achievements over the previous school year. Alfa-Bank staff collected

about 50 kg of gifts and presents, including sweets and clothes, and purchased a steam ironing

system for the orphanage.

• The Novosibirsk branch sponsored the Globus Youth Theatre to stage Treasure Island. The per-

formance was attended by children from orphanages and children’s homes under the care of

Novosibirsk Region Ministry of Healthcare. In addition, our Novosibirsk branch provided financial

assistance for the purchase of cots for the children’s ward of the local Mental Hospital.


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• Kemerovo operational office provided support and financial aid to Children’s Art School No. 14

named after A.A. Leonov for the purchase of an A3 format scanner. Office employees generously

contributed to this social project. Funds raised by our staff were used to purchase brushes, paints,

Whatman paper and pencils for the school.

• Knowledge Day in Irkutsk was sponsored by Irkutsk operational office in cooperation with the

Irkutsk Department of the Russian Children’s Fund. The children enjoyed an exellent performance

after which the first-formers-to-be received school bags with everything necessary to start their

studies and also colourful encyclopaedias.

• Krasnoyarsk saw the first ball for orphans held in the orphanage named after Khazret Sovmen with

support from the Bank.

• On September 1, children from an orphanage in Uvat visited Alfa-Bank. They were given a tour

of the Bank and then enjoyed a tea party. The children also received large colourful encyclo-

paedia as present.

• In Kurgan, Knowledge Day was marked by the Bank sponsoring Shadrinsk Children’s Asylum for

mentally impaired children, enabling the institution to purchase necessary equipment.

• Volunteers from the Krasnodar operational office purchased school uniforms for children from

Orphanage No. 32 of Tenginskaya Village, Ust-Labinsk District.

• Our Rostov branch purchased a laptop computer and a projector for Children’s Home No. 4 in

Novocherkassk, Rostov Region.

• Staff at our Volgograd operational office helped Volgograd’s Malyutka orphanage by paying for the

installation of a water heater and piping and washstand replacement in the orphanage building.

• For more than 10 years the Bank’s Samara branch has been supporting Boarding School No. 117 for

physically disabled children with speech and hearing difficulties. On September 1, the children were

presented with books, clothes and toys, and two new sewing machines for the school’s workshop.


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• On Knowledge Day, employees of the Bank’s branch in Kazan bought equipment for two game

rooms at the Kazan Suvorov Military School. Now, the junior pupils have an opportunity to spend

their leisure time playing as if they were at home again.

• Funds raised by the staff of Khabarovsk branch were used to purchase paints, brushes, school

record books, pencils and other stationery for children from the orphan asylum of Lermontovka,

Khabarovsk Territory.

Christmas Miracle

The Christmas Miracle Volunteering Event has already become a well-established tradition. This year,

the event started on 29 November 2010 with the Bank’s employees raising funds and collecting New

Year and Christmas gifts for children of eight Bank-sponsored orphanages and boarding schools in the

Moscow, Tver and Kirov Regions. 100 boxes with presents were delivered to Ivanteevka Children’s

Home of the Moscow Region, Special Boarding School in Korolev, Bykovo and Petrovo children’s

asylums, Torzhok Boarding School in the Tver Region, social orphanage for children and teenagers in

Moshki Village and Bezhetsk Special Boarding School for orphans and to the remote children’s home

in Burmakino Settlement in the Kirov Region.

As well as delivering gifts and presents, our joint efforts gave substantial assistance to the orphanages

with medicines, dressings, personal hygiene products, foodstuffs, stationery, reference and teaching

materials and books. In addition, all children from the children’s home in Ivanteevka received tickets

to the seasonal Lukomorye performance by the Pushkin Drama Theatre, while kids from the Bykovo

children’s asylum themselves arranged a festive occasion for the guests from Alfa-Bank staging a

fairy tale, a dance and asked New Year riddles. Alfa-Bank and its employees also organised seasonal

festivities in other cities of our vast country:

St. Petersburg. The staff of our branch office in St. Petersburg sponsor Psychoneural Children’s

Home No. 13, where 80 children up to five years of age live and receive treatment. Before the New


13

Year, the Bank purchased a dishwasher, a three-year stock of energy-efficient light bulbs and elec-

tronic medical scales for the Children’s Home. The branch staff also raised funds for 60 presents for

the children, purchased Christmas trees and decorations for each nursery and decorated the main fir

tree with luminous reindeer figures.

Kaliningrad. Our Kaliningrad branch personnel undertook the guardianship of Zheleznodorozhny

Boarding School for mentally impaired children. 70 per cent of the children at the Boarding School

can only eat liquid food. The school’s blenders would wear out very quickly. Alfa-Bank resolved this

problem by purchasing a pulping machine for the institution. In addition, employees raised funds to

purchase baby food, fruit and sweets for the children and also collected clothes and books.

Murmansk. Alfa-Bank employees provided kids from Murmansk Children’s Home of one month to

four years old with essential personal hygiene products: baby shampoos, creams, cotton buds, diapers

and mobility-promoting toys, sketchbooks, pencils, colouring books and impressive Christmas decora-

tions. The Bank also assisted the Home by purchasing a new computer, colour laser printer and anti-

virus software. Tutors of the Children’s Home develop educational programs themselves, using tailored

educational and developmental exercises for the children.

Archangelsk. Bank staff gave the local Diabetes School (a subdivision of the Regional Children’s Clini-

cal Hospital), a DVD player to enable viewing of educational programs, an air ioniser for the resuscitation

department of the Hospital, tableware, sweets and clothes for 20 children.

novosibirsk. Alfa-Bank’s branch in Novosibirsk helped the Novosibirsk Region Ministry of Educa-

tion to organise a Christmas Tree party attended by about 1 000 children from local orphanages and

also sponsored the staging of Konek Gorbunok, a children’s play, in the Krasny Fakel academic drama

theatre. After the first night on 25 December 2010, the production became a significant part in the

children’s repertoire of the theatre. Another festive occasion — a Visit to the Snow Maiden — was held

by the volunteer group of our Novosibirsk branch for children from Mental Hospital No. 3, Gifts and

presents were given to Bank-sponsored boarding schools and orphanages. For instance, the Novosi-

birsk branch helped Baby House No. 2 it sponsors to purchase a snow plough.


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Kemerovo. On New Year eve, the managers of Kemerovo operational office visited Leningradsky Orphan-

age and gave them skis as a New Year gift.

irkutsk. The Bank’s office in Irkutsk helped orginise a matinée show for Children’s Home No. 3 and

purchased New Year toys and artificial fir trees. Employees raised funds to purchase toys for the ba-

bies of the Children’s Home and also children’s footwear. Sweets and educational board games were

given to children from Irkutsk Boarding School No. 9 for disabled children.

Krasnoyarsk. On winter holidays, children from Krasnoyarsk Children’s Home received tickets to

Singing Waterfalls circus performance involving sea lions from the Krasnoyarsk branch of Alfa-Bank.

In addition to the circus tickets, the children were given educational games as a present.

Omsk. The Bank’s office in Omsk is a standing guardian of the senior group of Orphan Asylum No. 1. In

the run up to Christmas, the office’s staff purchased a washer and some furniture for the asylum. Bank

staff also organised a traditional tea party and gave New Year presents to the children.

Krasnodar. Volunteers from the Krasnodar office of Alfa-Bank participated in a charitable initiative to

collect, purchase and give New Year presents to Orphanage No. 32 of Tenginskaya Village, Ust-Labinsk

District. The orphanage received two bicycles and an audio amplifier for its sound system.

Rostov. Volunteers from our Rostov branch gave a hi-fi system with karaoke, text and reference

books as well as computer discs with educational programs to Children’s Home No. 4 of Rostov Re-

gion’s town of Novocherkassk.

Volgograd. The staff of our Volgograd office raised funds to pay for window replacements in one

of the buildings of the Malyutka orphanage in Volgograd and also visited a matinée show at in the

orphanage, bringing presents and baby food for the kids.

Voronezh. Alfa-Bank’s Voronezh office donated presents to the children at the Semilutsky Social and

Rehabilitation Centre for minors, including vatious creative kits, including a table puppet theatre, kits

to develop motor skills, carnival costumes, educational board games, wooden construction sets and

many other gifts.


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Orenburg. On December 22, the Head of the Orenburg operational office, Sergei Aparin, visited

Novonikitinsky Social Orphanage for children and teenagers and gave out New Year presents collected

by Alfa-Bank volunteers: clothes, toys, books, DVDs and a computer. Sergei also handed a gift coupon

to purchase sports equipment and accessories to the institution’s director Natalia Fedorova.

Kazan. Thanks to the charitable contribution of Alfa-Bank’s Kazan branch staff, all cadets of Kazan

Suvorov Military School went to the cinema to see the Chronicles of Narnia. Representatives of the

branch also handed out New Year gifts to the boys.

Ufa. As part of the Christmas Miracle event, Alfa-Bank staff in Ufa presented a video camera to

children from Orphan Asylum No. 9 as well as paints, brushes, modelling clay and other articles for

drawing and art. These gifts were given to help the children develop their creativity.

nizhniy novgorod. Alfa-Bank’s staff from Nizhniy Novgorod branch prepared New Year presents for

children at the children’s asylum in Krasnye Baki settlement. Funds raised by staff were used to purchase

a large TV set, home cinema, stationery, clothes and New Year sweets. Detergents were purchased to

meet the special sanitary requirements.

Khabarovsk. The Khabarovsk branch provided charitable assistance to orphan asylum of Lermon-

tovka rural settlement (Bikin Municipality) of Khabarovsk Territory and gave the asylum’s children skis.

In addition, a volunteer group from the Khabarovsk branch also purchased game consoles and disks

as Christmas presents for the kids.

Vladivostok. Dalnevostochny office in Vladivostok helped the children’s home in Anuchino Village of

Primorsk Territory, by buying a freezer and a TV set for the institution for Christmas.

Other Volunteer initiatives

• In March 2010, the Bashkortostan branch hosted a meeting between branch personnel and chil-

dren from the Bank-sponsored Orphan Asylum No. 9. The children visited the banking hall and

corporate customer office of the Bank and the museum of our partner Bashinformsvyaz communi-


16

cations company. The children received gifts from branch employees, purchased using their own

funds, — such as encyclopaedias and sweets.

• In April 2010, Alfa-Bank staff paid another visit to the Social Orphanage in Moshki Village. Clothes

and footwear, foodstuffs and gadgets and other equipment collected by our employees took five

cars to deliver. In addition, furniture was purchased using the funds raised for this purpose. In July

and August, Alfa-Bank staff also raised funds to carry out some repairs in the orphanage.

• Yekaterinburg staff of Alfa-Bank passionately support charitable projects for the orphanages they

look after. In 2010, financial assistance of the bank allowed one of the children’s homes to replace

all the furniture in the children’s bedrooms and play rooms. The children were also given circus

tickets and computers. Using their own funds, employees also purchased audio players, clothes,

books and toys for the Bank-supported orphanages and children.

• Thanks to support from the Bank, children from orphanages in Chelyabinsk were presented with

cinema tickets, text books and bags for summer travels.

• The Kemerovo office of Alfa-Bank organised a large-scale charity event for the Leningradsky

Orphanage supported by the local office. Funds were used to replace windows in the orphanage

buildings. The office’s volunteer group supports the Leningradsky Orphanage on a monthly basis,

throwing Birthday celebrations each month and collecting children’s clothes and footwear, books

and stationery to be given out at the children’s home.

Life Line

In 2010, funds raised by employees of all operational offices of the North-Western Region and St.

Petersburg branch were used to pay for surgery to cure a cardiac anomaly using an occlude on two-

year old Olesya Bykovskaya from Bykovo Village in the Archangelsk Region. In winter 2010, the


17

employees collected and sent little Olesya a basket of presents to cheer her up on her birthday while

she recovered from the operation.

As part of the Summer Day event, Krasnoyarsk branch staff raised funds for surgery on another little

patient of Life Line Charity. All the funds raised by our employees were given to the Charity, bringing

the day of surgery the girl needed so desperately a little closer.

The staff of Irkutsk operational office won a monetary award in the Bank’s competition and used the

funds to hold a QUIZ intellectual contest. All the prize money won by the smartest team was given to

the Life Line Foundation.

Humanitarian Aid for Fire Victims

Alfa-Bank employees collected humanitarian aid for people who became homeless in the devastating fires in

the summer of 2010. The call for help received responses from numerous employees and all the aid collected

in Moscow was sent to the Russian Children’s Fund and then distributed between the Moscow Region districts

most badly hit by the fires. Alfa-Bank staff in Nizhniy Novgorod, Tula, Lipetsk, Ryazan, Voronezh, Belgorod,

Ivanovo, Samara, Kazan and Ufa also collected aid for the victims made homeless by the fires.

The River of Life

In 2010, the Nizhniy Novgorod branch of Alfa-Bank, together with the River of Life blood donors’

movement (the Hematology: Charity and Support Foundation), held an extraordinary charitable event.

The event, which lasted for several hours, enabled Alfa-Bank employees to donate blood to treat chil-

dren suffering from leukaemia.

“We are very happy that Alfa-Bank’s social mission now includes donorship events. It is extremely

important”, said head of the movement Ekaterina Skulskaya. “The main thing is that this event was

initiated by the employees themselves”.

More than fifty employees of the Nizhniy Novgorod branch participated in the River of Life charity event.


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Victory Day with Alfa-BankEach year, Alfa-Bank congratulates Great Patriotic War veterans on Victory Day. In 2010, the

jubilee celebrations were marked by the national exhibition: The War on the Front Pages arranged by

Alfa-Bank and Komsomolskaya Pravda newspaper. The exhibition showed the history of World War

II as seen by the publication’s war correspondents. In 28 cities around Russia, the exhibition was

attended by more than 300 veterans and numerous other visitors to regional museums.

The War on the Front Pages

To mark the 65th anniversary of Russia’s victory in the Second World War, Alfa-Bank and Komsomol-

skaya Pravda launched a unique exhibition project. Various museums across the country housed the

War on the Front Pages exhibition of 50 front pages from Komsomolskaya Pravda publications from

1941 to 1945 that were selected for this purpose by the Media and PR Department of the Bank from

the paper’s archive, one of the oldest in the country. The exhibition was open to the public in Moscow,

St. Petersburg, Lipetsk, Ufa, Samara, Volgograd, Nizhniy Novgorod, Saratov, Kazan, Rostov-on-Don,

Kaliningrad, Tomsk, Yekaterinburg, Izhevsk, Perm, Chelyabinsk and other cities. War heroes attended

the exhibition as its guests of honour: in Samara, the only Hero of the Soviet Union in the region,

Vladimir Ivanovch Chudaikin, who was awarded the title for the capture of Berlin, and also Ivan Marki-

yanovich Koryaka who participated in three military parades, including the famous victorious ceremony

of 1945, came to see the historic pages of the newspaper. In Volgograd, the opening ceremony was

hosted by Stalingrad Offensive participant Valentin Andreyevich Kovalyukha. In Ufa, the audience was

addressed by former communications woman, Kelya Grigoryevha Kuzleva who was the first to receive

the message of the capitulation of Nazi Germany and also a witness of General Paulus’ surrender.

• The Bank’s Tomsk office together with Komsomolskaya Pravda newspaper arranged the War on

the Front Pages exhibition in the Tomsk State Local History Museum. The project attracted much

publicity and enjoyed the support of Tomsk City Administration. The opening ceremony was at-

tended by war veterans, cadets, international students of Tomsk Polytechnic University, in particu-


19

lar from China and South-East Asia, the Head of the Department of Culture of the Tomsk Region

Administration and representatives of Tomsk City Administration.

• The exhibition in Barnaul was housed in the State Arts Museum of Altai Territory. The event was

attended by WWII veterans, military students of Barnaul Law School, mass media representatives

and officials from the Altai Territory Department for Culture and Archiving.

• In Novosibirsk, the exhibition was arranged in Krasny Fakel theatre. After the opening ceremony,

the Great Patriotic War veterans watched a performance of Cannot Come to You Today, based on

a true story and includes actors reading aloud letters written by their grandparents during the war.

The production was sponsored by the Novosibirsk branch of Alfa-Bank and is now on the theatre’s

permanent repertoire.

• Nizhnevartovsk supplementary office of the Bank and the Komsomolskaya Pravda newspaper

co-arranged the War on the Front Pages exhibition in their city. The exhibition opening in the lo-

cal Palace of Arts was attended by war veterans and representatives of the city’s Administration.

• In Krasnodar, the exhibition was held in the Krasnodar History and Archaeology Museum named

after E.D. Felitsin. The opening ceremony was attended by war veterans, representatives of re-

gional mass media and Administrations of Krasnodar and the Krasnodar Territory. By way of a

present, the veterans also received 3 000 rouble coupons to purchase medication.

• In Rostov-on-Don, the exhibition was staged in the Rostov Regional State Museum of Fine Arts.

The war veterans who were invited to the exhibition opening were given gift certificates for medi-

cines for up to 3 000 roubles.

• In Volgograd, the exhibition was hosted by the Battle of Stalingrad Historical and Memorial Mu-

seum. As in other cities of the region, the V-Day presents for the war veterans included medicine

vouchers worth 3 000 roubles.


20

• The Russian National V-Day Exhibition the War on the Front Pages in Yekaterinburg and Chely-

abinsk, Perm and Izhevsk was staged in local museums. The opening ceremonies were attended

by war veterans and included drinks and refreshments. Heads of local branches and operational

offices greeted the veterans personally, giving them gift certificates for pharmacies and stores,

flowers and reprints of the wartime Komsomolskaya Pravda issues. Numerous journalists invited

to the opening ceremonies produced many press publications about the event. In Yekaterinburg,

children from the Bank-supported Gnezdyshko Orphanage were also invited to the exhibition open-

ing and gave a concert of wartime songs for the veterans. In Chelyabinsk, children from children’s

asylum No. 14, which Alfa-Bank supports, also prepared a performance for the war veterans at

which they danced and recited wartime poetry.

• Head of Kazan branch Dmitri Shestakov invited cadets of the local Suvorov Military School to the

ceremony of exhibition opening in Kazan. The exhibition guests on were greeted by an orchestra

and a choir of veterans. The exhibition guests were greeted by an orchestra and a choir of veterans.

It became a focal event for the Tatarstan State Museum of Fine Arts and was announced by the

Republic’s Ministry of Culture.

• In Samara, the opening ceremony of the exhibition was held in the Regional Arts Museum. The

opening was attended by staff from the local Alfa-Bank branch and members of the Regional War

and Labour Veterans Committee. Children from the Bank-supported Boarding School No. 117

performed a concert for the veterans. And, the distinguished guests of the evening were presented

with voucher cards from electronics chain Eldorado.

• In Saratov, the V-Day exhibition was opened in the Saratov State Arts Museum named after A.N. Rad-

ishchev. The local veterans were also congratulated on the Victory anniversary at the opening ceremony.

• The Khabarovsk exhibition took place in Khabarovsk Military History Museum of The Far Eastern

Military Department. The opening event was attended by Great Patriotic War veterans, schoolchil-

dren, media representatives and community members.


21

• The War on the Front Pages exhibition was held in the Nakhimov Naval Academy in St. Peters-

burg, Global Ocean Museum in Kaliningrad and the North Fleet Officers’ Club in Severomorsk and

received substantial positive feedback. In addition, the 65th anniversary of the Victory Day in St.

Petersburg was marked by a festive occasion at the Museum of the Siege of Leningrad, which was

attended by 150 war veterans and former residents of the sieged city. The distinguished guests

were given commemorative gifts while the Museum Administration received a charity check. Simi-

lar V-Day celebrations were thrown in Murmansk, Archangelsk and Kaliningrad.

Support to War Veterans

• The staff of the Alfa-Bank office in Orenburg, jointly with representatives of the Orenburg Region

legislative assembly, congratulated war veterans receiving treatment in the regional hospital of

veterans of all wars. On behalf of Alfa-Bank, the war veterans were given commemorative issues

of Komsomolskaya Pravda newspaper dated 9 May 1945, the front page news of which was the

signing of the instrument of unconditional surrender of German military forces. CEO of Orenburg

operational office Sergei Aparin expressed the hope that, reading the news issue, the war veterans

would have welcome memories of those days and could re-live the excitement of Victory Day. Alfa-

Bank also helped the regional hospital to acquire medical equipment — a monitor for continuous

control over a patient’s condition (blood pressure, pulse rate, cardiac rhythm and heart rate, ECG).

• In Ufa, Alfa-Bank assisted the Republic’s Hall of Fame to stage the exhibition The Colours of Victory.

The collection of the colours of combat units formed on the territory of Bashkiria that fought in the

Great Patriotic War was anxiously awaited in Ufa by war veterans, historians and pupils of Ufa’s cadet

classes, the first guests of the exhibition. After an address of the veterans and a music performance

by young actors, the guests were invited to look at the ten Colours of fighting units that took part in

the Battle of Stalingrad, the Kursk Strategic Defensive Operation, the lifting of the Siege of Leningrad

and liberation of Ukraine, Byelorussia, Moldavia, Poland and Czechoslovakia.


22

• It has become a tradition for the staff of Irkutsk operational office of Alfa-Bank to visit Great Patriotic

War participants, to bring gifts and cheer up the old men. This V-Day was in line with this worthy tra-

dition. This year, the Bank’s staff visited war veterans who turned 90 in 2010. Over the course of a

week, office staff visited veterans, brought presents, had tea with them, looked at wartime photos and

asked the veterans to share their war experiences. In addition, in the run up to Victory Day, Alfa-Bank

donated a multimedia set to the Irkutsk Veteran Hospital to show movies on a large screen as well

as lectures on a healthy lifestyle and explanations on how different medical devices should be

used with illustrative slides.

• Great Patriotic War veterans whose relatives work for the Bank received congratulations in Zhe-

leznogorsk and Krasnoyarsk. In anticipation of the big day, Alfa-Bank arranged meetings of two

generations in Krasnoyarsk lyceum No. 7 and Bank-sponsored Children’s Home No. 2 named after

I.A. Ponomarev. Children from the Children’s Home prepared handmade gifts and a concert per-

formance. The Bank also gave presents to veterans along with reprinted issues of Komsomolskaya

Pravda newspaper dating back to 9 May 1945. The veterans who were invited to lyceum No. 7

were greeted by 8th formers. The schoolchildren delivered a celebratory performance and, in coop-

eration with Alfa-Bank staff, a tea party. Having welcomed the distinguished guests, the children

paid tribute to Russia’s history by reciting poems, talking about history and singing wartime songs.

• On the eve of March 8, the Association of Heroes of Russia and Alfa-Bank delivered greetings to

women-heroes and widows of Heroes of the Soviet Union and the Russian Federation. A tea party

was arranged for the ladies and gift baskets were given out. The heroic women were personally

congratulated by Dmitri Skibitskiy, Head of Alfa-Bank’s National Press Service.

• Employees of the Kemerovo office of the Bank also took part in Alfa-Bank’s nation-wide Initiative

aimed at supporting veterans and war participants. The head of the operational office thanked

the Great Patriotic War veterans residing in Kemerovo, Novokuznetsk, Yurga and Kiselevsk whose


23

relatives work for Alfa-Bank. In view of the advanced years and health conditions of the veterans,

the management of the operational office gave them vouchers to purchase medicines and food.

As well as family members of its staff, the Bank’s management expanded its social program for

veteran support in 2010 by including all former residents of besieged Leningrad who are currently

residing in Novokuznetsk.

• In the run up to V-Day, employees of Alfa-Bank’s Khabarovsk branch, Dalnevostochniy (in Vladivo-

stok), Sakhalinskiy and Nakhodkinskiy operational offices also took part in the nation-wide Initiative

of the Bank. Thanks were given to WWII veterans residing in the Far East region, in particular, in

Vladivostok, Khabarovsk, Yuzhno-Sakhalinsk, Nakhodka, Ussuriysk, Vyazemskoye, Dolinsk, Lazo

Village and other communities whose relatives work for Alfa-Bank. Heads of Departments person-

ally visited each veteran at home, bringing flowers and festive food hampers.

• Before Victory Day, the staff of Omsk operational office set up a program for the Great Patriotic

War veterans, including a film show at the Mayakovsky movie house. Presents to veterans also

included food hampers.

• In Uvat, all veterans of the Great War received presents in the form of gift vouchers to purchase

medication.

• In Kurgan, veterans got together in the Kurgan State Drama Theatre to see the Private Soldier

performance, after which the veterans were given a celebratory meal, including the frontline 100

grams of spirits. The veterans were greeted by Alfa-Bank staff in Kurgan and representatives of

the City Administration.

• Alfa-Bank and the Administration of Orsk thanked all local veterans of the WWII and gave them

tourist vouchers for stay and treatment in holiday centres.


24Alfa-Bank • Social Report 2010 • international Alfa-Bank Programs

ALfA feLLOWSHiP PROGRAM

Promoting a better understanding of Russia

The Alfa Fellowship international program provides internships for young US and UK specialists with

great career potential in Russia. Interns coming to Russia under the program work with leading Rus-

sian commercial and public entities, participate in professional workshops and undergo an intensive

Russian language course. Under the Alfa Fellowship programs, interns are paid monthly scholarships.

The Bank also pays for medical insurance and travelling costs and arranges language courses in Rus-

sia and individual Russian language training in the US and UK. The Program promotes wider profes-

sional ties with Russia and reinvigorates cultural interaction and further development of Russia’s ties

with the USA and Great Britain.

The Program aims to promote and reinforce social and cultural relations between Russia, the US

and the UK. Program participants spend 9 months in Russia: they study Russian at the leading

educational institutions of Moscow, attend workshops and take internships in both commercial and

public organisations, in particular: The Higher School of Economics, the Expert Institute at the Rus-

sian Union of Industrialists and Entrepreneurs, the Carnegie Endowment, Echo Moskvy radio station,

Alfa-Bank prioritises the development of programs aimed at strength-

ening international cooperation ties. A great example of this is the

Alfa Fellowship program, which allows young American and British

professionals to get to know Russia. The Bank also awards annual

prizes to foreign investors who make significant contributions to the

development of the Russian economy.

International Alfa-Bank Programs

25Alfa-Bank • Social Report 2010 • international Alfa-Bank Programs

Expert magazine, Alfa Capital management company, TNK-BP, INDEM Foundation, Microsoft Russia

and McKinsey. Another component of the Program is tours to Russia’s regions and other CIS countries.

The training also involves meetings with members of the Russian Government, the State Duma, heads of

regional administrations, editors-in-chief of leading media publications, cultural figures, executives from

Alfa Group Consortium and leading Russian businessmen.

On their return home, participants continue their carriers as managers and executives with various

entities in the US and UK, both commercial enterprises and public bodies. This enables them to take

part in decision-making associated with economic, legal and political interaction with Russia, taking

advantage of their experience. The program is supported by public authorities both in Russia and the

US, including the State Duma, the Russian Ministry of the Interior, the Russian Embassy to the US,

the Permanent Mission of the Russian Federation to the UN, the US Embassy to the Russian Federa-

tion, and the US Chamber of Commerce.

Over the seven years of the Alfa Fellowship program, about 60 specialists have successfully completed

internships in Russia. Interns with excellent academic backgrounds and experience in their fields get

professional training while working in major Russian companies, branches of international firms and

expert and analytical centers. As a private initiative, this program is implemented in cooperation with

the governments of the Russian Federation and the United States. The extension of the program to in-

clude UK specialists was also promoted by the best educational centres and government of the country.

Alfa-Bank and Oxford Said Business School award foreign investment in Russia

On 11 November 2010, Alfa-Bank and Oxford Said Business School awarded Danone with the “For-

eign Investment into Russia” award. This annual award is given to a foreign company operating in

Russia, which best combines successful business operations with a significant contribution towards

26Alfa-Bank • Social Report 2010 • Life Line — Saving Children TogetherAlfa-Bank • Social Report 2010 • international Alfa-Bank Programs

the promotion of high corporate governance standards in Russia. The award was founded in 2003

and was previously granted to Procter & Gamble (2003), Nestle (2004), United Technologies (2005),

Deutsche Bank AG (2006), General Motors (2007), Intel (2008) and McDonalds (2009).

A distinguished jury selected the winner from a number of foreign companies operating in Russia

along the following criteria: considerable social impact owing to large-scale investments made and

numerous jobs created, impeccable practice record in Russia and commitment to long-term opera-

tions in the country. At the awards ceremony, Alfa-Bank’s President Petr Aven noted:

Many companies were severely affected by the crisis, and only a few of these continue to run suc-

cessful businesses in Russia. One of these few is Danone, whom we award today. Russia has a

very special relationship with the 2010 winner. Danone was one of the first Western giants to enter

the Russian market after the collapse of the Soviet Union, acquiring assets here and developing

local production.

Thomas Reuter, General Director of Danone Industria, said:

This award is an acknowledgement of Danone’s long history of successful operations in Russia. Our

investment is proof of our confidence in this country, its future and, most importantly, its people.

Now that we are merging with Unimilk, we plan to become the No. 1 player on the Russian dairy

market, and we are committed to doing our best to continuously hold ourselves to higher standards,

for the sake of both the industry and consumers.

The ceremony was attended by Russian ministers and heads of government agencies, foreign ambas-

sadors, leaders of major Russian and Western companies, and heads of foreign news bureaus.

27Alfa-Bank • Social Report 2010 • Life Line — Saving Children TogetherAlfa-Bank • Social Report 2010 • future Generations — Our Gold

Alfa Chance

So far, 37 finalists of Alfa Chance competitions have graduated from the Moscow State Institute of

International Affairs, Moscow State University, Moscow State Technical University n. a. N.E. Bauman,

Plekhanov Russian Academy of Economics, Academy of Finance, Moscow State Linguistics University

and, of course, Higher School of Economics and successfully started their carriers with leading Rus-

sian and international companies.

Most participants in the 2002 program were graduates of the Higher School of Economics, so, when

modifying the Alfa Chance program in 2008, the Bank’s executives decided to support the different

stages of national academic competitions among schoolchildren organised by this university. This

academic competition may by right be considered an ideal instrument for selecting the best of the

best in the true spirit of the Alfa Chance program, which aims to find the most talented scholars from

all regions of Russia and help them conquer the capital.

Future Generations — Our Gold

4 цвета 3 цвета

Alfa-Bank is committed to corporate social responsibility principles.

Throughout its history, it has provided assistance to programs aimed

at helping gifted young people. In 1995, Alfa-Bank set itself the goal

of selecting the most gifted graduates from regional Russian schools

and giving them a chance to obtain higher education in the best uni-

versities and colleges of Moscow and St. Petersburg.

28Alfa-Bank • Social Report 2010 • future Generations — Our Gold

Any of the Higher School of Economics freshmen who were among the top three winners of National

Academic Competitions among schoolchildren, won the trans-regional multi-sectoral academic com-

petition held by the Higher School of Economics in 2010 and graduated from secondary schools in

the Russian regions (excluding Moscow and St. Petersburg) have a chance to get scholarships under

the Alfa Chance program. The personal Alfa-Bank scholarship is awarded based on the result of a

competition whose winner is selected by a panel of judges.

An Alfa Chance scholarship is an essential, but not the only part of the support we render to talented

young people. It is equally important that the professionals-to-be get an opportunity to maintain close

contact with the Bank’s personnel, communicate with specialists, ask questions and obtain responses

as well as gain knowledge and experience they will need in the future. In addition, the students meet

Alfa-Bank and Alfa Group officers on a regular basis.

This year, Alfa Chance students had two meetings with the Bank’s management. A dinner with Chair-

man of the Executive Board Rushan Khvesyuk was attended by three Alfa Chance generations — third

year students who have completed the program (the scholarship is paid during the first two years at

the university), sophomores and freshmen who joined Alfa Chance this year. Only the junior students

under the program were invited to the meeting with Chairman of the Supervisory Board of Alfa Group

Consortium Mikhail Fridman.

The formal part of the three generation meeting began with scholarship certificates handed out to

those who could not appear at the Fifth Annual Conference for Regional Media, at which the cer-

tificates were given by Alexey Arkhipovich Leonov, Advisor to Chief Deputy Chairman of the Bank’s

Board of Directors. Six students of the International Institute of Economics and Finance received their

certificates personally from the Chairman of Alfa-Bank Executive Board, Rushan Khvesyuk.

After that, the Bank’s Director for Communications and PR Leonid Ignat presented a friendly caricature and

a mug with the program’s symbol — a crow with the Bank’s logo in its beak — to each program graduate.

29Alfa-Bank • Social Report 2010 • future Generations — Our Gold

After the official part, the informal communication began, when the teenagers could ask any ques-

tions they have.

At their meeting with Mikhail Fridman, Alfa Chance 2010 participants spoke about their background,

their hobbies, plans and expectations and modern-day student life. The Chairman of the Supervisory

Board of Alfa Group Consortium was primarily interested in the impressions the teenagers had from

their first months at the University and how they adapted to the Moscow rhythm of life, places and

sights they had already seen in the capital and their experiences in the halls of residence. The young

people willingly answered all the questions, talking about their studies and their routine and daily life

in Moscow and how they spent their leisure time. Nevertheless, they never forgot that studies were

the focal point of their life at this stage.

“The academic knowledge a student gets at high school is not the chief thing because knowledge rap-

idly becomes dated these days; now the chief thing is the habit of learning and gaining new knowledge

on one’s own”, noted Mikhail Fridman. “Once you have developed this habit, you will be able to master

anything by just talking a reference book, reading it and sorting the things out quickly”.

Alfa Chance program participants are sure to obtain this habit as well as the unique experience of

communicating with Alfa-Bank specialists and the chance to get an insight into how this huge entity

works. And, possibly, also become part of it in the future.

30Alfa-Bank • Social Report 2010 • Art Has no Borders

U2 in Moscow

On August 25, the Big Arena of Luzhniki Sports Complex hosted the first Moscow concert of legen-

dary U2, which was organised with support from Alfa-Bank. The show was part of the global 360

Degrees tour to mark the release of the band’s twelfth album as well as thirty years of its existence.

Tens of thousands of fans came to Moscow for the show from the remotest parts of Russia as well as

neighbouring countries.

A standing priority of Alfa-Bank’s social activities is the sponsorship

of major culturally significant events that could not happen with-

out sponsorship. In 2010, Alfa-Bank helped arrange shows star-

ring global celebrities and well-known classical performers — in

Irkutsk and Vladivostok, music lovers had a chance to hear Dmitri

Khvorostovksy, and in Lipetsk, Krasnodar and Rostov-on-Don, Denis

Matsuev’s concerts were fully sold out. Alfa-Bank did not forget lov-

ers of Russian classic rock either. Thanks to Alfa-Bank, Andrey Ma-

karevich performed with Mashina Vremeni in Chelyabinsk and with

the Creoles Tango Orchestra in Barnaul and Nizhnevartovsk. In No-

vosibirsk, a concert of Voskresenye group was held as part of the

“Summer-Music-Victory” cultural and educational project. These

and many other events arranged by the bank in 2010 were watched

by over 1,000,000 spectators.

Art Has No Borders

31Alfa-Bank • Social Report 2010 • Art Has no Borders

The show began with Beautiful Day and then, for more than two hours, the group performed tracks

from their new album No Line On The Horizon as well as classics, such as Elevation, Sunday Bloody

Sunday, New Year’s Day, One and With Or Without You.

Any U2 show is a dialogue between its leader Bono and the audience. In between songs, Bono

thanked Russian president Dmitri Medvedev for the warm reception in Sochi on the eve of the concert.

The Irish star also gave his special thanks to those who purchased tickets to the so-called red dance

zone because all funds raised from selling these tickets would be used to treat children with AIDS. A

surprise appearance on stage of Russian rocker and leader of DDT group Yuri Shevchuk led to a joint

performance of Bob Dylan’s Knockin’ On Heaven’s Door.

A special program was prepared for Alfa-Bank customers and partners. A photo session with musical

instruments, original rock cocktails, music mixes from DJ Alexander Nuzhdin, colourful tattoos, me-

mentos and many other attractions were in stock for the guests invited to the show pre-party. Notably,

even the invitations to the party were produced in the form of a black leather bracelet with metal rivets

and a rock-style logo of Alfa-Bank.

Dmitri Khvorostovsky in Vladivostok and irkutskIn February, Dmitri Khvorostovsky gave a concert in Vladivostok. The project enjoyed the support of

the Dalnevostochny operational office, which celebrated its 10-year anniversary.

The Vladivostok concert opened with a performance of classic music. Arias, cavatine and ariosos from

Demon, The Queen of Spades, Aleko and Eugene Onegin were skillfully performed. The second part of

the concert was dedicated to the 65th anniversary of the end of the Great Patriotic War and consisted

of the famous Dark Night, Katyusha, Somewhere Far and other songs.

“We are committed to giving our customers the chance to experience remarkable cultural phenom-

ena”, noted Alfa-Bank’s Manager in Vladivostok, Sergei Benenov. “We think it important to allow

residents of the Far East to enjoy the talent of global celebrities”.

Another concert of the legendary baritone was arranged by Alfa-Bank in Irkutsk on 13 February 2010.

32

Denis Matsuev in Concert

To mark 10 years of Alfa-Bank’s successful business in Lipetsk, the Bank, together with the Russian

Ministry of Culture and the Culture and Art Department of the Lipetsk Region, put on a show starring

pianist Denis Matsuev in the city. The program included pieces by Robert Schumann — Scenes from

Childhood Op. 15, The Symphonic Studies Op. 13, Carnava Op. 9. On the day of the concert, the

musician also gave a press conference. The concert was attended by more than 100 customers of

the Bank, for which a reception was arranged after the concert. Two more such concerts were held in

other cities where Alfa-Bank operates — in Krasnodar and Rostov-on-Don.

Mashina Vremeni in Chelyabinsk

The Chelyabinsk audience had a chance to attend a concert of Mashina Vremeny arranged to mark

the tenth anniversary of Alfa-Bank’s office in Chelyabinsk. The concert was a great present to the

entire city, considering that the music band last toured in Chelyabinsk five years ago. In addition to

the concert, the musicians gave a press conference attended by representatives of the city’s media.

Andrei Makarevich and the Creoles Tango Orchestra

In April 2010, the residents of Barnaul were given the opportunity to see the leader of Mashina Vremeny,

Andrei Makarevich,when he gave a joint performance with the Creoles Tango Orchestra. The show was

sponsored by the Altaiskiy operational office of Alfa-Bank, which also celebrated 10 years of successful

operations in 2010. Another such concert was given in Nizhnevartovsk.

Voskresenie Group Concert

Novosibirsk was not left out. It hosted a concert of the iconic Voskresenie rock band, arranged and

sponsored by Alfa-Bank. The Novosibirsk audience was very grateful to the Bank for the opportunity

to listen to and see the legendary group.

Alfa-Bank • Social Report 2010 • Art Has no Borders

33

Okean elzy Concerts

The famous Ukrainian rock band Okean Elzy performed in Samara on 14 March 2010, arranged by

Alfa-Bank. The group is well known in the city and was welcomed like an old friend. In September

2010, Alfa-Bank also brought this Ukrainian group to perform in Omsk.

“We only work with whom we are in tune. Our cooperation with Alfa-Bank started in Ukraine, where

they helped me to produce my solo album Vnochi. They arranged for a tour in support of the album

and I only have the warmest memories of that cooperation experience. Plus, I know that holding

concerts and other sponsorship and charity projects comes naturally to the Bank,” said the group’s

leader, Svyatoslav Vakarchuk.

international Yury Saulsky Jazz festival

The Orenburg operational office of the Bank has supported the International Yury Saulsky Jazz Festi-

val for ten years. As well as sponsoring the project, Alfa-Bank also brings its partners and customers

together to discuss the festival and the performers and hold promo events, advertise the products and

services of the Bank and strengthen relations.

Golden Key Production at the nizhniy novgorod Youth Theatre

Alfa-Bank was the first company on the board of trustees of the State Youth Theatre founded in Nizhniy

Novgorod. As part of this relationship, Alfa-Bank sponsored the theatre’s new Golden Key production.

The musical, based on Alexey Tolstoy’s story The Golden Key, was the theatre’s first new production

of 2010. Along with famous actors the play featured students of Nizhniy Novgorod Theatre School,

which is also sponsored by Alfa-Bank.

At Alfa-Bank’s suggestion, the first audience of the new musical consisted of orphaned children and

kids from low-income families. This production was the first stage of the Alfa-Bank and Youth Theatre

project to support children’s homes and promote the reintegration into society of children raised with-


34

out parents. The project is called Childhood Back and its trustees include Alfa-Bank’s First Deputy

Chairman of the Board of Directors Oleg Sysuev.

XV national festival of Variety Revues “Merry nanny Goat”

The Bank was one of the partners of the Merry Nanny Goat XV National Festival of Variety Revues staged

in Nizhniy Novgorod on June 12-14. The event was supported by the Nizhniy Novgorod Region govern-

ment, city administration, Russian Theatre Union and Central Actor Club named after Yablochkina. The

festival is growing in popularity and has long been an international event. All proceeds from tickets to

festival performances are used to support veterans of drama.

“The festival is amazing! Nanny Goat promotes unknown, talented actors from various cities across

the country and launches the careers of many performers from the regions,” commented script writer

Arkadiy Inin.

Andrey Sakharov international Art festival

In October 2010, Alfa-Bank conducted an extraordinary experiment jointly with the Director of Nizhniy

Novgorod Philharmonic Society Olga Tomina and Helicon Opera actors — the non-repertory produc-

tion Theatre Director, an amazing mix of Mozart and Salieri’s music, Pushkin’s verses and opera arias

was performed during the International Art Festival named after Andrey Sakharov. The musical pro-

duction involved celebrated actors Igor Kostolevskiy, Mikhail Filippov and Mikhail Yanushkevich. The

Sakharov Art Festival was one of the first Russian festivals to join the European Festival Association

under the auspices of UNESCO. Alfa-Bank has supported the festival for almost 15 years — since

1996 — and this year it acted as the festival’s partner and sponsor of the festival’s drama day.

Tarusa Hospital Benefit Concerts

In July 2010, the Large Hall of the Library for Foreign Literature hosted a Tarusa Hospital Benefit

Concert. For a number of years, Alfa-Bank has contributed to the Endowment in Support of Tarusa


35

Hospital, which began thanks to the joint efforts of a number of doctors in 2005. In June 2010, First

Deputy Chairman of Alfa-Bank’s Board of Directors Oleg Sysuev became the new Chairman of the

Endowment’s Board of Trustees. The principal difficulties the Hospital faces are a shortage of medical

staff and a lack of up-to-date equipment. The Endowment strives to transform the hospital into a well

equipped and staffed medical centre to serve Tarusa residents, relying on good ties with specialised

hospitals in Kaluga and Moscow. The Endowment frequently holds charity events — concerts, meet-

ings with artists and theatre performances, with funds raised by these occasions used for the daily

requirements of this small local hospital.

The July concert included arrangements of classics and virtuoso pieces for cello and guitar per-

formed by Boris Andrianov (cello) and Dmitri Illarionov (guitar). Boris Andrianov is the architect and

artistic director of the Star Generation project, arranging concerts of young and talented musicians in

various regions of Russia. Dmitri Illarionov is a prolific performer, both solo and as part of chamber

ensembles. The musicians have a long record of fruitful joint work. For instance, the joint album of

Boris Andrianov and Dmitri Illarionov was included in the long nomination list for a Grammy in 2003.

Another concert held on 21 November 2010 featured winners of international music contests Mary-

ana Osipova (violin), Maria Stratanovich (violin), Alexandra Telmanova (viola), Ilya Pashintsev (cello)

and Ilya Kondratyev (piano). As a quintet, these performers won the 2010 International Chamber

Music Competition in Vilnius. The concert program consisted of piano quintets by Robert Schumann

and César Franck.

On 19 December, the Oval Hall of the Library for Foreign Literature hosted the year’s last literary evening

benefit for Tarusa Hospital, at which Alexander Ilichevskiy and Maxim Osipov recited literary works. Poet

and prose writer Alexander Ilichevskiy won the Russian Booker (2007, for Matisse) and the Big Book

(2010, for The Persian). Maxim Osipov is one of the founders of the Endowment in Support of Tarusa

Hospital and a prose and drama writer whose works have been published in the literary magazine Zna-

mya. His play Hard Day has been staged by the Petr Fomenko Theatre Company.


36

Alfa-Bank traditionally maintains close ties with regional museums, providing them with financial assis-

tance, sponsoring various projects and donating valuable articles to supplement their collections. The

momentous undertakings of 2010 included the restoration of the Russian exhibition pavilion in Venice

and the Kasli pavilion in Yekaterinburg, completion of restoration work on the Burial of Christ (the first

picture from the Nizhniy Novogorod Art Museum’s collection), handing over of Rudolph Ackermann’s

Winter Sledge etching to Saratov Art Museum, and donation of funds for supplementing the stock of the

Krupskaya Library, the oldest in the Orenburg Region. More on these and other projects can be found

in the overview of Alfa-Bank’s charitable activities to support regional museums.

Reconstruction Of The Russian Pavilion in Venice

Prompted by its shareholders, Alfa-Bank set up a Fund for Reconstruction of the Russian Pavilion in

Venice with a view to rendering comprehensive (including financial, organisational and informational)

support to the restoration, overhaul, adaptation, safeguarding and proper maintenance of the exhibi-

tion pavilion built in Venice, Italy, and owned by the Russian Federation.

The pavilion was laid at the central alley of the Jardini Park on 8 September 1913. The construction work

was headed by the St. Petersburg Academy of Arts, the design was developed by the architect Alexey

Shchusev and all the construction work was completed by Italian specialists. Ever since its construction,

the pavilion has represented Russia at the most respected architectural exhibition in the world — the Ven-

ice Architecture Biennale, — as one of the oldest, largest and spectacular structures of the architectural

complex. The pavilion has been recognised as a monument of the Russian art of building.

After examining the structure, however, experts said that the historical building needed meticulous

restoration rather than repairs. A plan for reconstruction was developed for this purpose by the Minis-

try of Culture of the Russian Federation and State Centre for Modern Art, as well as by Italian architect

Clemente di Thiene. Owing to Alfa-Bank’s assistance, the restoration work started in the pavilion in

December 2009 and is currently under way. The Bank thus contributes to the preservation of Rus-

sian’s cultural heritage both in the country and abroad.


37

Restoration Of Kasli Pavilion in Yekaterinburg

Alfa-Bank helped to restore the world-famous Kasli Pavilion, a landmark of Yekaterinburg and the

Sverdlov Region overall, which is currently exhibited in the Yekaterinburg Picture Gallery. A check

for restoration costs was presented to the Museum Director by Chairman of Alfa-Bank Management

Board Rushan Khvesyuk and Director for Communications and PR Leonid Ignat.

The Kasli Pavilion, designed by St. Petersburg architect Eugene Baumgarten, was manufactured in

1898 by Kyshtym highland district workers for the Paris World’s Fair. This huge artwork is entered in

the UNESCO international directory of museums as the world’s only cast-iron architectural structure

belonging to a museum collection.

Its velvet trimmings and canopy wore out over time. Alfa-Bank sponsored the renewal of these textile

decorations. Once the one-year reconstruction work was completed, a ceremony was held to present

the renewed exhibit. It was attended by representatives of the local authorities as well as museum

experts from Russia and France. The opening ceremony was accompanied by the Unknown Cast-

ing conference that included reports on this traditional craft of the Urals region and an exhibition of

cast-iron statuettes from private collections of Yekaterinburg, Perm, St. Petersburg and even France.

Restoration Of Aivazovsky’s “Storm On The Black Sea” Canvas

Alfa-Bank assisted the Omsk Regional Museum of Fine Arts named after M.A. Vrubel by sponsoring

restoration of Ivan Aivazovsky’s canvas Storm on the Black Sea.

Support To Orenburg Universal Library

On 30 July 2010, Chairman of Alfa-Bank Management Board Rushan Khvesyuk gave Director of

Orenburg Region’s Universal Library n. a. N. Krupskaya a check for supplementing its stock as well as

five unique books restored owing to Alfa-Bank’s support, including Decrees of Ekaterina Alekseevna


38

and Peter II of 1743, Complete Latin Lexicon of 1796, History of the Russian State, vol. 3, of 1833

and also works of N.M. Karamzin and M.V. Lomonosov.

Aid To Saratov Art MuseumOn 30 July 2010, Chairman of Alfa-Bank Management Board Rushan Khvesyuk presented the Winder

Sledge etching dated 1810 to General Director of Radishchev Museum Tamara Grodskova. As the

Moscow guest explained at the donation ceremony, the choice of this etching from the collection of

German publisher Rudolph Ackermann was not accidental.

“Radishchev could well have embarked on his journey from St. Petersburg when the city looked

exactly as the etching portrays. He could see this exchange building and the landscape,” suggested

Rushan Khvesyuk.

Since the Art Museum celebrated its 125th anniversary in 2010, Alfa-Bank’s gift came as a welcome

surprise to mark this occasion.

Restoration Of nikolay Koshelev’s Burial Of Christ Canvas The unique canvas painted by Nikolay Koshelev was once again exhibited for visitors to Nizhniy

Novgorod’s State Art Museum. The second stage of the picture’s restoration work was completed

thanks to the two-year cooperation between the Museum and Alfa-Bank as part of the Bank’s initiative

for the preservation of regional cultural heritage.

“Now we see how the words of Russian President Dmitry Medvedev about the need for business

to be socially responsible come into life”, said the assistant to the Authorised Representative in the

Volga Federal District Oleg Melnichenko. “Alfa-Bank contributes to projects that are nationally im-

portant. Its cultural activities in Nizhniy Novgorod have become a tradition and include arranging

tours of famous theatre companies, support to the Andrey Sakharov festival and our joint project

Childhood Back aimed at supporting talented children from orphanages and boarding schools. We

also hope that this cooperation will continue and serve an example for other companies.”


39

Support To Chuvash national Museum

The staff of our Cheboksary operational office have completed their project to equip an educational and

entertainment section for children within the Chuvash National Museum. This charity project marked

the first year of the Bank’s successful operations in Cheboksary. As well as media representatives, the

opening event was attended by members of the Committee for Culture, Education, Science, National and

Youth Policy of the State Council of the Chuvash Republic. Invitations to the opening were also sent to

children from the social rehabilitation centre for minors in the Moscow District of Cheboksary. Museum

personnel prepared a program for the children and held the first lesson in the new classroom.

Assistance To The national Library Of Udmurtia

In 2010, Alfa-Bank provided financial assistance to the National Library of the Republic of Udmurtia

by handing a check to its management to buy new books. The Bank also donated a rare edition of the

Academy of Sciences Bulletin of 1781 to the Library that contains a detailed description of eighteenth

century science’s idea of the Moon and the academicians’ journey to Beijing.

A Gift for The Art Museum Of The Altai Territory

Alfa-Bank made a wonderful gift to the State Art Museum of Altai Territory by donating a rare icon

depicting Saint Zosimus that dates back to the early eighteenth century. The icon was a fine addition

to the Museum’s collection.

Breathe easy Charity exhibition in Moscow

In the run up to the New Year, Alfa-Bank participated in a Christmas charity event called New Year

Trees in GUM on Red Square. On December 1, an exhibition was opened in the first arcade of the GUM

department store of New Year fir trees decorated with various brands. Alfa-Bank also provided a fir tree

decorated by the employees of our Marketing Department. Just before Christmas, a charity auction was



held in the store’s show room to sell all the fir trees. Funds raised at the auction were then forwarded

to a boarding school for children with lung problems in Shumyachi, Smolensk Region.

Personalities Of novosibirsk

2010 marked the completion of the Prominent People of Novosibirsk Portrait Gallery — a joint proj-

ect of the Novosibirsk Region’s Department of Culture and members of the Russian Union of Artists

organised with support from Alfa-Bank.

4Balet in novosibirsk

Another culturally significant initiative in Novosibirsk sponsored by Alfa-Bank — the 4Balet project —

was presented at the opening of the Siberian Centre of Modern Art.

Orsk events And Personalities

In the autumn of 2010, Alfa-Bank supported the publication of a unique book entitled Orsk Events and

Personalities to mark 275 years of Orsk and 10 years of Alfa-Bank’s presence in the town.

Recognition Of The Year

The Ufa branch of Alfa-Bank sponsored the Recognition of the Year award, inspired and carried out

by the M-Television channel. Applications to participate in the project were sent in by more than

100 companies, including beauty salons, cafes, restaurants, sports complexes, children’s wear retail

chains and luxury store chains. Customers voted for the facilities and shops they liked most and the

award winners were then determined on the basis of the voting results. The awards were presented at

Aksakov night club, with the ceremony also featuring performances by comic team the Uezdnyi Gorod

and stand-up comedy duo Sestry Zaitsevy.



Alfa-Bank takes care of the world we live in. As a Corporate Club

member of the World Wildlife Fund (WWF), the Bank supports

initiatives aimed at preserving the diversity of flora and fauna and

the natural habitats of rare wildlife in Russian territories. Preserv-

ing natural resources for our descendants is the prime objective

of cooperation between Alfa-Bank and WWF.

World Wildlife fund (WWf)

The WWF is one of the world’s largest international charities and has been involved in wildlife conser-

vation for more than 50 years. WWF implements more than 1,200 environmental initiatives annually

and gets millions of people to focus on environmental problems and their potential solutions. The

WWF’s mission is to stop the environment from being further destroyed, achieve a balance between

mankind and nature and preserve the planet’s biodiversity.

WWf Corporate Club

Since 2001, Alfa-Bank has been a member of The WWF’s Corporate Club, which was set up to enable

companies to help fund environmental initiatives. Annual donations enable the Fund to resolve some

of the gravest environmental problems.

The Fund managed to complete a number of strategic tasks in 2010, of which the most momentous

were the following:

2011 saw two Tiger Summits held in Russia. Both were initiated and actively promoted by the WWF.

Russia’s Prime Minister Vladimir Putin supported all the measures proposed by the Fund to save the Amur

Contribution To The Common Cause — WWF

Alfa-Bank • Social Report 2010 • Contribution To The Common Cause — WWf

43

Tiger: sustainable forest management and a ban on cedar logging, toughened sanctions for poaching and

illegal trade in animal parts, and the creation of Russian-Chinese cross-border reservations.

The WWF has set up and gives assistance for 10 fire brigades formed on the basis of hunting farms,

which consist of farmers, servicemen, frontier guards and community members. WWF partners and

advocates supplied the brigades with more than 50 items of equipment, in particular, air blowers,

bush cutters and knapsack sprayers. During fire season, WWF contributes to the purchase of fuel for

equipment and machinery to relocate the fire brigades.

The first ever strategy for the preservation of the polar bear was adopted in Russia. The strategy was

developed by WWF experts involving all leading specialists on the species and aims to preserve the

current population of the polar bear in the Russian Arctic region and minimise the negative human

impact on these animals.

In 2010, WWF efforts to establish Sailyugem National Park finally bore fruit. The Russian government

passed a resolution to establish the National Park to preserve key populations of argali and snow leop-

ard in Russia. Another achievement on WWF’s record in 2010 is the 38 thousand hectare extension

of the territory of federal specially protected nature areas in the North Caucasus.

Visa — Alfa-Bank — WWf

The Visa — Alfa-Bank — WWF charity card gives our clients, partners and employees an opportunity

to contribute to nature conservation in Russia. At its own cost, the Bank transfers 0.3% of every pur-

chase paid for with the card to the WWF Russia.

Private donations make up more than 60% of WWF funding globally. Alfa-Bank attracted hundreds

of new doners for the WWF in Russia. In 2010, a form was added to Alfa Click — Donation to WWF.

Now any Alfa Click user may help with the conservation of animals and nature reserves with the click

of a mouse. Representatives of WWF Russia say that those who come to support the Fund via Alfa-

Click prove to be the most loyal advocates of the Fund’s cause.

Alfa-Bank • Social Report 2010 • Contribution To The Common Cause — WWf

44Alfa-Bank • Social Report 2010 • Big Book Prize

Long-listing Procedure

Both published work and manuscripts can be sent in to apply for the Award. Literary works can also

be nominated by publishers, media, creative unions and federal and regional government authorities.

A published work can also be nominated by the author itself. The Expert Panel, which currently con-

sists of 10 people, draws up the long list on the basis of these submissions. Each nominated work is

The Big Book prize is the largest award for literature in the CIS and

second-largest globally in terms of funds (5.5. million roubles) after

the Nobel Prize for literature. The Big Book’s prize money is financed

by interest on a deposit of founders of the Centre for Russian Litera-

ture Support — wealthy Russian businessmen and business entities.

Alfa-Bank has been supporting this national literary award since it

was founded in 2005. The jury of the Award consists of 107 honor-

ary members of the Literary Academy who are professional men and

women of letters, figures of culture and art, scientists, public and po-

litical figures, journalists and entrepreneurs. The first award was giv-

en in 2006 to Dmitrii Bykov for his biography Pasternak. The Award

is open to all types of prose work.

Big Book Prize

45Alfa-Bank • Social Report 2010 • Big Book Prize

assessed by two experts. The long list is normally completed by 30 April and is then announced by

chairman of the Expert Panel and posted on the Award’s web page.

Drawing up the Short List

Up to 15 works from the long list may be shortlisted for the Award. A collegiate decision is made with

respect to each literary work and the majority of experts on the panel should vote for it. By 31 May,

the short list has to be announced by the panel chairman and published on the Internet.

Literary Academy of Judges

The Literary Academy (the jury of the Award) consists of 109 members who are professional men

and women of letters, figures of culture and art, scientists, public and political figures, journalists and

entrepreneurs. Members of the Literary Academy read the shortlisted works and vote on them. The

winners are determined depending on the number of votes cast for each work.

Readers’ Poll

After the short list is announced, a readers’ poll starts on the Award website. The three works with the

highest score from the readers are given mementos.

On 23 November 2010, the Literary Academy of judges announced the names of the winners of the

fifth Big Book Award during a ceremony in Dom Pashkova. These were Pavel Basinskiy, Alexander

Ilichevskiy and Viktor Pelevin. The winners received Alfa-Bank checks for the cash amount of their

respective awards. The 3 million rouble first prize was awarded to literary critic Pavel Basinskiy for his

biography, Leo Tolstoy: Escape from Paradise, which is a reconstruction of the great writer’s last days.

The second prize of 1.5 million roubles went to Alexander Ilichevskiy for his novel The Persian. The 1

million rouble third prize was carried off by Viktor Pelevin for his novel.

46Alfa-Bank • Social Report 2010 • Transparency

Banking Sector Day

The press conference Russian Banking Sector: Living the New Reality held by Alfa-Bank in the con-

ference hall of the Holiday Inn Sushchevsky gathered about 150 journalists from federal and regional

publications. The conference participants and guests had a chance to put questions to those who are

usually hard to reach, especially for regional media representatives.

The event’s atmosphere was quite informal, with journalists hastily clustering round the Presidium after

each session with questions to speakers because the dedicated Q&A time was, as always, not enough.

The sessions themselves were also largely open to discussion, with viewpoints of the speakers often

differing and journalists having a chance to hear varying accounts of certain trends in the national and

global economy and the banking sector in particular. The polemic tone was set at the first session,

with speakers including the Assistant to the President of the Russian Federation Arkady Dvorkovich,

Deputy Minister for Economic Development and Trade of the Russian Federation Stanislav Voskre-

senskiy and Alfa-Bank President Peter Aven. A key topic touched on by all three speakers was the

economy’s shift from consumption to investment.

For many years, Alfa-Bank has remained the Most Quoted private

bank in the Russian Media. In 2010, as before, Alfa-Bank contin-

ued to pursue its policy of maximum transparency. The readiness

to explain any situation faced by the Bank and the transparency

of its operations underpin Alfa-Bank’s business, and the Bank’s

PR Department also sticks to these basics in its work.

Transparency

47Alfa-Bank • Social Report 2010 • Transparency

The Chairman of the Bank’s Management Board Rushan Khvesyuk reported on the current condition

of the banking sector. According to Mr. Khvesyuk, the market situation as well as the macroeconomic

environment is stable, but there will be hardly any growth, including in the loan portfolios of banks.

Having given a general outline of the banking sector’s landscape, the Chairman of the Management

Board spoke about Alfa-Bank’s strategy for the next twelve months. We are capable of responding to

new developments, was the conclusion drawn by Rushan Khvesyuk: “Life has changed, but it goes

on. It is still possible to succeed and we see these days as the time of opportunity”.

Speeches of conference guests alternated on the conference agenda with reports from key Alfa-Bank

managers, and the sessions were often clustered depending on the key subject. For instance, the devel-

opment of financial markets in the new economic conditions, first dealt with by Head of the Federal Ser-

vice for Financial Markets Vladimir Milovidov, was then discussed by Co-head of Corporate-Investment

Banking Edward Kaufman, who explained how the Bank sees the investment market.

The thread of the third session was the discussion of prospects for liaison between banks and tele-

communications companies, with various views on the matter expressed by State Duma member Pav-

el Medvedev, President of the Russian Union of Industrialists and Entrepreneurs Alexander Shokhin,

President of the Association of Russian Banks Garegin Tosunyan and Head of Alfa-Bank’s Retail Bank-

ing Alexey Marey. New service lines of Alfa-Bank’s corporate business and the Bank’s relationships

with past clients were described for the press by Corporate Business Co-Heads Maxim Pershin and

Ilya Poz. Another vision of corporate customer relationships was shared by Head of Security Sergey

Bakumov, who talked about the role of economic security specialists in issuing a loan.

Towards the end of the conference, scholarship certificates were given out to Alfa Chance Program

participants by Advisor to Chief Deputy Chairman of the Board of Directors and Alfa-Bank Vice Presi-

dent Alexei Arkhipovich Leonov. The event ended with an address from Chief Deputy Chairman of

48Alfa-Bank • Social Report 2010 • Life Line — Saving Children TogetherAlfa-Bank • Social Report 2010 • Transparency

the Bank’s Board of Directors Oleg Sysuev, who spoke about charity — how it is understood by the

government and private institutions that provide tangible targeted assistance to those in need. The

Bank is willing to contribute to the future of our country, and its Alfa Chance Program is evidence of

our long-term aspirations in this sphere. “Charitable activities should be first of all inspired by the

heart and not by any other motives”, emphasised Oleg Sysuev.

“Personally, I champion this format of events because it enables direct communication with journal-

ists, including from regional media, which is vital”, said FSFM Head Vladimir Milovidov. “Alfa-Bank’s

hosting of this kind of event and, moreover, inviting people not connected with the banking com-

munity is a token of it being guided by social responsibility for the entire banking sector.”

Online Conferences

Having held quite a number of online events, we see online conferences as the most convenient form

of the Bank’s communication with journalists and Internet users since, on the one hand, they aim

to interactively provide reporters with the most recent and relevant information on the Bank’s busi-

ness segments; on the other hand, they tell interested internet users of new products and services

Alfa-Bank offers.

In 2010, we held five online conferences to explain the Bank’s products and services, its strategy and

other aspects of its operations. The year 2010 results were summed up by Chairman of Alfa-Bank

Management Board Rushan Khvesyuk during the conference entitled “Alfa-Bank on the Financial Map

of Russia: Year-end Results, Trends and Outlooks.”

49Alfa-Bank • Social Report 2010 • Life Line — Saving Children TogetherAlfa-Bank • Social Report 2010 • The Recipe for a Successful Business

The Recipe For a Successful Business we are together

Continuously sharing opinions and ideas is a standing principle of

Alfa-Bank operations. Each employee has an opportunity to make

a proposal on how his/her own division might be improved, which

is sure to be heard by the management.

Best of the Best Corporate CompetitionThe Bank celebrates the achievements of those who lead the team on an annual basis. Prizes are

awarded in four nomination categories corresponding to Alfa-Bank’s four corporate values: value your

client, teamwork, decision making and accepting responsibility, and combating red tape.

Based on the results of 2009, the title of The Best of the Best was vied for by 17 people in 4 catego-

ries. For the first time in the history of the competition, votes could be cast by all employees of the

Bank. It was a tight race, with the nominees collecting nearly equal votes. Since choosing the best

four was virtually impossible, the jury selected six winners. The Best of the Best received certificates

of merit, commemorative statuettes and monetary awards. The other 11 nominees did not leave

without an award either — for the first time a decision was made to give certificates of merit to all the

winners of the corporate competition. The award ceremony was part of the tenth conference of Alfa-

Bank’s management team in Bor Holiday Hotel. Winners were greeted and awarded by the Chairman

of the Supervisory Board of Alfa Group Consortium Mikhail Fridman, Chairman of the Board of Direc-

tors Johann Jonach and Chairman of Alfa-Bank Executive Board Rushan Khvesyuk.

In 2010, the corporate competition underwent some changes. Since banking life is rich in colour-

ful events, successful projects and worthy persons, we decided to award the best employees on a

monthly basis. Each associate is now entitled to nominate a colleague. All the employees may then

learn about the nominee’s achievements and projects on the Intranet. The AlfaTel corporate directory

now includes a new field in the personal cards of each nominee — a red star. Colleagues also get an

opportunity to congratulate and support the nominees in a dedicated section of the corporate forum.

50Alfa-Bank • Social Report 2010 • The Recipe for a Successful Business

In line with the established tradition, the final phase of the competition will still be held at the Bank’s

annual management conference in the spring of 2011.

Creative ContestsApart from professional competitions, the Bank’s employees participate in creative contests. For in-

stance, in 2010, all staff could take part in the A Talent - Come Forward contest. Winners were deter-

mined in three categories: Alfa Oscar, Alfa Lions and Alfa Grammy. More than 30 works were submit-

ted, including professional-quality films, video clips and commercials. Our employees demonstrated

outstanding acting and directing talents and also remarkable acumen, managing to produce competi-

tive product without reliance on any professional background. The winning teams were awarded cash

certificates to be used for joint corporate events.

Alfa navigatorThe Alfa Navigator corporate journal is published by Alfa-Bank for its staff on a quarterly basis. The

publication contains firsthand information from the Management Board, heads of structural units,

project managers and employees. It also tells the history of successful projects and their champions,

introduces volunteers and volunteer events, and reports on everyday work and joint special events.

For the employees, the corporate journal is a source of information of the Bank’s strategy and tactics,

operations and performance of its departments and of feedback. In addition, publications about achieve-

ments and efficient teams serve as a non-financial incentive.

The online version of Alfa Navigator is updated daily, with the news feed containing recent communi-

cations from all regions of the Bank’s operations, forums and surveys functioning continuously, results

of professional competitions being posted promptly, etc. Creative initiatives of our employees are also

encouraged — reports about new deals, corporate events, creative contests published in the journal

are often compiled by their initiators.

ideas Bank and the idea Person 2009 CompetitionThe innovative Ideas Bank interactive resource, accumulating proposals for improvement by employ-

ees, has been in place at Alfa-Bank for four years. Letters containing ideas on how business processes

51Alfa-Bank • Social Report 2010 • The Recipe for a Successful Business

might be optimised and the Bank’s internal operations be improved, as well as proposals for new

projects and initiatives, come from all regions of the country. The ideas are then forwarded for con-

sideration to dedicated departments to decide whether their implementation is feasible. Over the past

year, the resource accumulated 670 ideas.

The opening of the project’s own Ideas Bank website marked another step in the development of the

resource. It is now easier to file an idea and the proposal consideration process has become more

transparent. Any employee may submit a proposal for the improvement of Alfa-Bank’s business pro-

cesses, products and services. Before the launch of the website, the proposals were addressed to a

special mail box and then sorted manually. Now the creative minds introduce their ideas using a dedi-

cated online template. The convenience of the interface was at once acknowledged by our employees,

who submitted 48 suggestions in the first week after the launch of the resource, or four times more

than usual. The key advantage of the website is the transparency of idea publication and assessment.

Anyone can learn about the proposals already made by his or her colleagues. This precludes filing

similar ideas. In addition, the website contains names of specialists in charge of considering and as-

sessing each idea. Now each employee has a chance to monitor the life cycle of his or her idea. When

a decision to reject or adopt an idea is made, the specialist in charge posts his comment explaining

the decision made. As is the Ideas Bank’s custom, authors of accepted ideas are awarded a monetary

prize and a certificate from the resource. Messages about the projects implemented and employees

awarded are published in Alfa Navigator and the news section of the website.

At year end, the masterminds behind the most vital and efficient ideas are awarded in three catego-

ries — Innovations, Process Optimisation and Inside Life — with Idea Person certificates and prizes.

In 2010, these were two tickets to the first and only Russian performance of legendary U2.

AnniversariesThe Bank is also committed to congratulating the “keepers of traditions” — employees who have

worked at the Bank for 10 and 15 years. To this end, Alfa-Bank holds a gala night to celebrate these

anniversaries and pay tribute to their loyalty. In 2010, the gala night was a special one. The party

called One Day in Our Life was attended by about four hundred persons. The event was held at the

52

Arbat Entertainment Centre — a historic building for Moscow and Novy Arbat as well as Alfa-Bank

itself. For quite a number of years, its roof has displayed a lighted sphere in the form of the Earth with

a rotating Alfa-Bank band. There was hardly a free seat in the hall, with people coming to celebrate

their anniversaries from 32 regions. All long-serving employees were awarded the new status and

became members of Alfa Club 10/15.

As tradition demanded, all the employees received commemorative diplomas, letters of thanks and

marks of distinction: those who served 10 years received glass statuettes and those who dedicated

15 years of their professional life to the Bank — golden badges.

The hall’s screens demonstrated photos illustrating the life of the Bank and the long-serving employ-

ees taken over the years: from lending and cash service office openings, to corporate events and

charitable occasions. Historic photos could also be taken right at the evening. The photo laboratory

working at the event produced freshly printed photos, taken just a few minutes before against the

background of Alfa Club 10/15 banner.

The employees with long records of service were greeted by Chairman of the Supervisory Board of Alfa

Group Consortium Mikhail Fridman, Chairman of the Board of Directors Johann Jonach and Chairman

of Alfa-Bank Executive Board Rushan Khvesyuk. Congratulations from the Bank management were fol-

lowed by warm greetings by colleagues from various regions. A video link connected the gala audience in

Moscow with Ufa, Irkutsk, Samara and other Russian cities. Neither the time lag nor the huge distances

could interfere with the branch staff congratulating those in Arbat that evening. In a similar manner, no

distance can hamper productive interaction between Alfa-Bank personnel in everyday work.

A surprise quiz on Alfa-Bank’s history took place, with prizes including some rare gifts from senior manag-

ers of the Bank. It was not an easy task to win a prize; one had to know the Bank quite well to name the

most numerous branch or the name of the Corporate Bank’s first head straight off.

After the quiz, the heroes of the day and guests of the evenings were entertained by a performance by

Uma2rmaN and a disco that re-assured those present that everyone is as good at work as at leisure.

Alfa-Bank • Social Report 2010 • The Recipe for a Successful Business

53

Summer DayEach summer, Alfa-Bank arranges a corporate family event for its employees. In 2010, the Volynskoye

park in Moscow hosted the fifth Summer Day under the modest title Alfa in Wonderland. For a day,

the park transformed into an amusement site for Bank personnel and their family members that was

more like a real wonderland.

The guests of the occasion were greeted by characters from Lewis Carroll’s books — the Mad Hatter,

Black and White Queens — and, walking through the park, one could well meet the White Rabbit

or the Caterpillar on a mushroom. The event organisers did not stop at reconstructing the wonderland

environment; they also offered a variety of other wonders from oriental miracles to scientific and

technical wonders.

Thus, the Mad Experiments site entertained children with amusing chemistry. A scientist in a lab coat

worked miracles relying only on the school-level knowledge and tools and substances that are available

in any kitchen. Applied art lovers were busy mastering batik and dish painting at the Dexterous Mary site.

Numerous guests of the day engaged in sport, with tough guys choosing football and someone trying to

master the purely English game of croquet. The Family Site held a funny competition among mothers,

fathers and their kids to identify the closest knit family. Not that everyone opted for active leisure. Devo-

tees of outdoor video games found their way to a dedicated tent equipped with LCDs and Playstation

3 gadgets. Controllers in their hands, both children and those already big enough but not quite grown up

demonstrated wonderful quickness of reflexes in managing computer characters on screens.

As always, there was some space for intellectual games as well. During the day, the Ideas Bank col-

lected proposals on the best slogan for Alfa-Bank’s twenty year anniversary. Its author was awarded

two tickets to the U2 show.

With all the competitions and magic tricks, music and performances, contests and award ceremonies

that day, Alfa really found itself in a wonderland. The principal wonders, however, were not done on

stage or amusement sites. The Life Line donation box at the very entrance to the clearing was the spot

for major wonders that day. Apart from personal donations, the Fund received all the proceeds from


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tickets to the event. The total amount raised was 952 thousand roubles to benefit children with con-

genital heart diseases. For six kids from different cities, the annual Summer Day of Alfa-Bank became

a really grand occasion. Isn’t saving lives the greatest wonder?

In 2010 for the first time, the family-focused Summer Day was held in all regions where the Bank

operates, with the charity event attended by employees from all corners of Russia.

Conference for Mid- and Senior Level employeesMore than 500 managers gathered to attend the tenth conference of Alfa-Bank executives in the

Bor holiday hotel in the Moscow Region. In 2010, the plenary meeting of the Conference was first

broadcast via audio and video channels to 45 Russian cities. Regional staff could also participate in

the conference remotely.

The conference was opened by the Chairman of the Supervisory Board of Alfa Group Consortium

Mikhail Fridman. After that Alfa-Bank President Petr Aven gave an account of the economic environ-

ment in Russia and globally. The audience then listened to Chairman of the Board of Directors Johann

Jonach, Chairman of the Executive Board Rushan Khvesyuk and other top managers, who spoke

about the banking group’s performance results and development plans.

The key theme of the conference was the Bank’s intention to break through and get back to pre-crisis

performance figures, the task being anything but simple in an environment of zero economic growth in

the country. The conference participants discussed what could drive the growth and which particular

business processes have to be readjusted to enable this.

Notably, the conference was attended by representatives of all regions in which Alfa-Bank works who

shared their business development experiences with colleagues.

Attending the conference traditionally means active work, communication and discussion of important

issues. This is why working in so-called “mixed groups” is an essential element of the conference, al-

lowing representatives of different business segments to discuss their pressing problems and resolve

any outstanding issues.


55

Alfa Club In 2010, the Bank launched its Alfa Club Program for training and developing its key managers and

experts whose expertise has a visible impact on Alfa-Bank’s development and proves a competitive

advantage of the Bank.

Both arms of the Program, i.e., Alfa Management Club of 17 members and Alfa Expert Club with 60

members, aim at enhancing engagement of the Bank’s key specialists and managers and getting them

involved in implementation of the Bank’s strategically important undertakings. Alfa Management Club

participants, who constitute the Bank’s top management, headed the principal project groups, with

key experts of Alfa Expert Club making up the body of these groups.

The Club is a platform for productive interaction between the Bank’s specialists and managers, en-

abling experience sharing, support to cross-functional projects and informal personal communication.

Alfa Club provides for training and development of its members on the basis of up-to-date methods

and approaches. Members of the Management Board coach Alfa Managers on a continuous basis.

Alfa Managers, as Alfa Experts’ leaders, have also mastered these techniques and apply them in deal-

ing with Alfa Experts.

Alfa Club is also a forum for meetings with successful businessmen, politicians and sportsmen. Their

experiences and understanding of the current situation in both the country and the world give Alfa

Club members a fresh vision of developing the banking business and achieving self-fulfilment.

The Club makes its members feel integral to the Bank’s life, including all its units and divisions, ex-

pands their horizons and broadens their vision of the business.

Key Manager and expert ConferenceThe Conference of Key Managers and Experts of the Bank that was held in 2010 was boldly called

historic by some of its participants. In the Vatutinki sanatorium near Moscow, senior and top manag-

ers discussed six matters that are vital to the successful development of Alfa-Bank and offered their

own ideas and solutions.


56

The conference involved top managers, heads of divisions and departments, directors, regional corpo-

rate and retail business directors, i.e., representatives of all segments and business lines. The confer-

ence’s key objective was to engage the employees in working on the Bank’s strategic initiatives and

projects. The meeting in Vatutinki was the first step on the way towards this objective.

Road ShowContinuously sharing opinions and ideas is a standing principle of Alfa-Bank operations. Each em-

ployee has an opportunity to make a proposal on how his/her own division might be improved and is

sure to be heard by the management. A strong confirmation of this is the annual Road Show in which

once a year, a group of nearly 30 top managers of the Bank visits regional offices and branches to

meet local staff. In 2010, top managers visited Yekaterinburg, Barnaul, Kemerovo, Omsk, Izhevsk,

Orenburg, Saratov and Lipetsk.

During the tour, the staff of branches and operational offices are able to ask any question they might

have and propose their ideas to the Bank’s top managers and get their opinions. At the conferences

opening each Road Show day, employees asked the managers about the Bank’s development pros-

pects, its future and how it would change further on. Guests from the Central Office tirelessly spoke

on how the future of the Bank and the changes it undergoes are determined by actions and initiatives

of everyone working in it rather than mere decisions of the management. Our business is expanding,

and a key factor driving this growth is the initiative of all staff.

Each of the business unit heads held meetings with his regional teams, discussing urgent issues and

prospects for the future. Heads of front office segments visited most of the regional operating offices,

met their customers and received customer feedback about the Bank’s service level.

With eight cities, hundreds of questions from regional staff, 18 hours on planes, negotiations and

meetings with dozens of customers, the summer tour of Alfa-Bank top managers was quite an inten-

sive event. The open and sincere climate of the meetings ultimately resulted in an understanding that

everything depends on us and that the slogan Time to Live Together is not just words.


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