ASA Philippines’ emphasis on cost-cutting enabled it to set aside funds for CCS 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 CCS activity resulted in more business for the Foundation. Since then, the Foundation has formally adopted CCS as a core strategy and integrated various CCS activities into its business planning and operations. As the Foundation becomes more profitable, CCS 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. CCS activities are viewed by the employees as a service to clients rather than additional work.