Banorte and Los 40 Principales Donate MXN $500,000 to an Organization That Promotes the Welfare of Indigenous Communities

Aug 7, 2014 7:50 PM ET
Campaign: Valor Social
Gustavo Maldonado Venegas (center), General Director of Fondo para la Paz I.A.P., received the donation from Gerardo Aguilar y Maya (right), Banorte's Executive Director of Payroll and Credit Card Alliances, and Julio César Ramírez (left), Director of Los 40 Principales México.

August 7, 2014 /3BL Media/ - Grupo Financiero Banorte and Los 40 Principales México, unveiled the social cause chosen by this radio station's audience to receive the cash donation which was comprised by a percentage of purchases made with "Tarjeta 40" credit card; which was launched in May last year as a result of a strategic alliance between the financial institution and the radio station.

Fondo para la Paz I.A.P. was the elected organization to receive a donation of over MXN $500,000 (USD $37,600 approximately) after getting the most votes from Los 40 Principales radio station's listening audience. This foundation promotes the development of indigenous communities that live in extreme poverty, increasing their capabilities so that they can generate their own life choices.

The listening audience of Los 40 Principales radio station elected Fondo para la Paz from among 3 different causes, casting their votes through between May 9th and June 14th, 2014.

In May 2014, one year after its launch, the Tarjeta 40 credit card had issued over 30,000 cards. A percentage of the accumulated purchases in that period, totaling over MXN $500,000, which was received by Gustavo A. Maldonado Venegas, General Director of Fondo para la Paz I.A.P., from José Gerardo Aguilar y Maya Verduzco, Banorte's Executive Director of Payroll and Credit Card Alliances and Julio César Ramírez Ramos, Director of Los 40 Principales Mexico radio station.

Upon bestowing the check, José Gerardo Aguilar y Maya, said: "With this donation to Fondo para la Paz I.A.P., we are realizing one of the main objectives that we set together with Los 40 Principales in designing the Tarjeta 40 credit card: to raise social awareness among young people. In one year of the launching of Tarjeta 40, the success that this product has had is thanks to the joint efforts with our partner, Los 40 Principales, and its listeners, now also our cardholders, who participated in the design of the card from the beginning".

Julio César Ramírez, said: "One year ago we began one of Los 40 Principales' most important projects hand in hand with Banorte: the Tarjeta 40 card, and what better way celebrate this anniversary than by helping those who need it most. At Los 40 Principales we have always been concerned about boosting projects like the ones Fondo para la Paz performs, which help Mexico's children to enjoy a better quality of life."

Upon receiving the donation, Gustavo Maldonado thanked those who voted for Fondo para la Paz, and said "these funds will enable us, together with the people, to build rainwater collection and storage systems in 21 rural schools of San Luis Potosí, Veracruz, Oaxaca, Chiapas and Campeche, in a project involving 1,274 children to achieve an increase in the access of at least 231,000 liters of clean and safe water per year."

Televisa Radio and Banorte chose 3 themes to identify organizations that were certified by Fundación Banorte (Banorte's philanthropic foundation) to be potential candidates to receive the resources: a cause in support of the community, a medical cause and an environmental cause. Each potential candidate organization selected by Fundación Banorte presented their project detailing how the resources obtained would be applied if they won. The candidates were: Fondo para la Paz I.A.P., Trasplante y Vida I.A.P. and Pronatura México. A.C.; the winner being Fondo para la Paz I.A.P. which received the highest number of votes from Los 40 Principales' listening audience.

With this kind of actions, Grupo Financiero Banorte seeks to get more people involved in supporting causes for the society's benefit. Hand in hand with Fundación Banorte, Grupo Financiero Banorte will continue working to foster social awareness both within and outside of the institution and supporting causes on behalf of the society, to make Mexico stronger.