The Netpeak Group: Our Future Is to Be a CSR Provider for Other Businesses

Sometimes, chaos doesn’t need to be conquered — it is better be led. We talked about this with Serhiy Lukachko, CEO of 31 Group (My City, Dopovidai, GladPet), which is part of the CSR division of the Netpeak Group. He shared his experience on how to build a multi-level system of social initiatives within a holding of 20+ companies and still manage to focus on the core business.

For the Netpeak Group, they created a crowdfunding platform for civic initiatives and projects called “My City,” aimed at improving life in Odesa. This is an example of caring about your hometown and a desire to start changes with yourself.

In a similar scenario, the GladPet project for the adoption of stray animals emerged. This is a platform where shelters and municipal services can post photos and find new families for dogs or cats. At the same time, the holding’s companies had their own charitable projects of various scales and directions. After COVID-19, and especially during the full-scale invasion, their corporate social responsibility (CSR) reached a new level.

How is CSR Organized at the Netpeak Group?

The Netpeak Group is a group of IT companies that unites 24 businesses, three public organizations, and 1200+ professionals worldwide. Corporate social responsibility in this ecosystem develops at several levels.

• Social initiatives — long-term projects created by the Group’s team and other partner companies, e.g., “My City,” “GladPet,” etc. These are infrastructural projects, i.e., any business can join them to demonstrate its CSR.
• Military training — short-term projects with charities, volunteers, initiatives, and the “Dopovidai” crowdfunding platform as an infrastructure solution.
• Individual initiatives — from individuals or holding companies. For example, the Choice31 team participated in the “IT Generation” program, while InWeb advises nonprofit organizations on obtaining a Google advertising grant and on digital advertising in general.
• Employee support — the company supports those who have mobilized and their families.

On the Importance of Initiative and Responsibility 

This system would not be functional without personal responsibility of each employee involved in social projects and charitable initiatives.

“If a person has the energy and desire to take on responsibility beyond their role, the company gives them the resources to do so. We have several examples of additional projects arising from people’s zeal. This is one of the key aspects of the Netpeak‘s culture,” says Serhiy Lukachko.

The Call of the Rear Case

At one of the planning meetings after the start of the full-scale invasion, a manager suggested creating a platform for military fundraising. Together with a developer, they launched it. Today, this is a major project that helps to spread the word about verified fundraising and raises UAH 1,500,000 in five days.

The Evacuation Department Case

A Kharkiv office marketer gathered around her a kind of situational unit that helped the team and their families leave the city for safer regions. At Netpeak, they don’t think that if you are a marketer, you are supposed to just do marketing. On the contrary, if you are ready to take on additional responsibility, the company will support you.

Equipment for the TDF Case

As the full-fledged invasion began, a system administrator audited all office equipment and offered to donate the excess to the TDF (territorial defense forces). This is an example of a person asking themselves what they could do here and now, in their place. Of course, the company agreed and transferred the equipment to where it was needed most.

Vision of the Future

The Netpeak Group‘s experience demonstrates that corporate social responsibility and social initiatives are becoming an important marker of a company’s maturity. Since 2023, candidates have been increasingly asking about donations and social initiatives during interviews, as this gives confidence that the company is committed to Ukraine and is ready to support its team during a crisis. Furthermore, social and charitable projects turn into a value beacon for partnerships.

“Our motivation for CSR is to transit from the third world to the first one without changing geography. It’s vital for us to develop our country and our city. It is this vision that we rely on while looking for partners in social projects. For some companies, it’s enough to show their conscious citizenship by donating to foundations, but others would like to be more engaged. We can offer such an opportunity, for we know how to implement social projects and know how to make positive changes already now rather than sometime later. Therefore, our future is to be a CSR provider for other businesses, as each of us on their own won’t be able to create enough grounds for people to return home after the victory and rebuild and develop the country,” Serhiy Lukachko said.