ASA Philippines’ emphasis on cost-cutting enabled it to set aside funds for CSR activities from the very beginning. In its first year of operations, ASA Philippines decided to help out some clients by providing death benefits to 7 of them. It was neither a corporate brand-building exercise nor a product marketing strategy. The intention was just to serve the clients. It came as a surprise then when this informal CSR activity resulted in more business for the Foundation. Since then, the Foundation has formally adopted CSR as a core strategy and integrated various CSR activities into its business planning and operations. As the Foundation becomes more profitable, CSR initiatives are expanded and/or refined to cater to the needs of the marginalized poor communities. A corporate culture of employees helping out these poor communities is actively encouraged. CSR activities are viewed by the employees as a service to clients rather than additional work.