Terme Sveti Martin implements an innovative approach to corporate responsibility

In the northernmost Croatian region, Međimurje, Terme Sveti Martin have long been an example of sustainability and socially responsible values. Known for their health-oriented services and environmentally conscious approach, the spas raise their commitment to social responsibility to a new level with an annual initiative - a race Terme Sveti Martin FundRace. 

The name FundRace is a play on words that combines concepts fundraiser (fundraising) i race (race). This name symbolizes the combination of humanitarian mission and sporting spirit, which emphasizes the goal of the event - raising funds for important social humanitarian initiatives through a fun and motivating competition.

Critics of corporate donations often claim that such initiatives are just marketing gimmicks, but FundRace challenges that narrative. Its transparent operations, community focus and measurable results position it as an example of how companies can create meaningful change.

An innovative approach to corporate responsibility

Officially organized by the Municipality of Sveti Martin na Muri, together with the main initiator of the humanitarian race, Terme Sveti Martin, who work every step of the way to make a difference where it is most needed, what makes FundRace special is its strong focus on social responsibility and real contribution to the community. The key value of this initiative lies in supporting those who need it most. The funds collected this year are as follows donated to a needy family in Međimurje, while last year they were donated to the Međimurje Child Foster Association.

"FundRace is not just a fundraising event – ​​it's a reflection of our identity as a company. We want to show that social responsibility is not an addition to business, but its foundation. By connecting our business goals with the needs of the community, we create an event that has lasting value, both for individuals and for the wider society", explains Mrs Nuša Korotaj, Chief Executive Officer of Terma Sveti Martin.

The FundRace organization is focused on encouraging solidarity and togetherness. By involving employees, partners and local residents, this event encourages collaboration and awareness of the importance of helping others. 

A broader view of sustainability

This initiative is part of Terma Sveti Martin's broader strategy to integrate the principles of environmental, social and managerial responsibility (ESG) into its operations, and the entire implementation process, although as a medium-sized company they are still not legally obliged to do so, is at the final stage and will be completed by the end of this year. Terme Sveti Martin is among the first companies in Croatia to introduce ESG guidelines in business without legal obligation, thereby reaffirming their status as leaders in sustainable business and social responsibility, as well as creating positive changes in the community.

FundRace highlights the importance of the social component of ESG, which is often overlooked in favor of environmental issues. With this initiative, Terme shows that sustainability encompasses much more than caring for the environment. Through FundRace, Terme further strengthens its role as a responsible social partner that contributes to the development of a sustainable society and sets standards for future generations.

Promotion of the destination through a humanitarian prism

Through FundRace, Terme Sveti Martin also shows how humanitarian initiatives can serve as a tool for destination promotion. By organizing events that combine social responsibility with local culture and togetherness, Terme puts Međimurje on the map not only as a tourist attraction, but also as a region committed to humanitarian values. 

Such events attract the attention of not only local participants, but also visitors from other parts of Croatia and abroad, offering them the opportunity to actively participate in positive changes and get to know the unique spirit of the region. This is an innovative way for a destination to build its identity through a humanitarian prism, while promoting the values ​​of sustainability and social solidarity.

The role of joint cooperation

FundRace is an example of joint action that brings together different stakeholders for the purpose of achieving significant social change.

Large and small companies become involved as sponsors, providing financial support, products and services, while tourist boards and local organizations provide logistical assistance and event promotion. 

This synergy of resources and ideas allows FundRace to exceed expectations, demonstrating how joint efforts can result in a concrete and lasting contribution to the local community.

More than corporate charity

As companies around the world face increased pressure on their sustainable practices, Terma Sveti Martin's FundRace offers guidance on how companies can address the complex challenges of modern corporate responsibility. 

For Terme Sveti Martin, FundRace is more than an annual event – ​​it is a symbol of their commitment to building a better future, step by step, race by race and good deed for good deed.

Photo: Toplice Sveti Martin