The Serena Group believes that corporate social responsibility (CSR) should not just be about philanthropy and compliance but that it should also offer a more holistic corporate approach towards economic, social, and environmental impacts as a whole. The group also places strong emphasis on measuring its success, not only in terms of financial gain, but also in terms of the degree to which it has contributed towards local economic development, environmental conservation and social justice.
Kwita Izina Ceremony; This is the ceremony for Gorilla naming it usually happens every year in Rwanda. Sponsorship of the Kwita Izina Gorilla Naming Ceremony; Kigali continue to support programme’s related to the conservation of the undergarment mountain gorillas in Rwanda, June 2009.they participated in the internationally celebrated Kwita Izina (Gorilla naming) ceremony which took place in Virunga National Park. By donating 5000USD Serena was the “bronze” sponsor for the Kwita Izina event was attended by many visitors from all over the world.
Lunch with Genocide Orphans; Kigali Serena Hotel Invited the genocide orphans association “Abahumurizanya” to lunch at the hotel during the countrywide commemoration of 15th anniversary of the genocide. The hotel spent a total amount of Rwf 759,250 for food donation and Rwf 335,250 for transport.
Child Headed Homes Support; Kigali Serena Hotel continues to support the child headed homes in Kimironko under the name of “Abahumurizanya” comprising of 102 families. Besides donating linen and foodstuffs. Management has committed to help some of those who complete secondary education by providing artisan training in the hotel, and hiring the competent ones when a suitable vacancy arises. They in return contribute a portion of their pay to the association. The hotel donated linen to Rwanda Red Cross Society and Gakoni Orphanage.