Silver linings: Hands On Manila gears toward 25 years of shaping Philippine volunteerism

At the time, the network had no international affiliates. But Montinola’s persistence paid off. In 2001, she founded Hands On Manila, marking a milestone as the first partner of Hands On Network in the Asia Pacific region. This pioneering step would later result in the network merging with the Points of Light Foundation in 2007, which today boasts over 120 international affiliates across 32 countries.

However, planting a new seed in the Philippine non-profit soil came with its own set of challenges. The initial years were a period of intense learning and adaptation. “There were those who felt our volunteer services should be free because we were a volunteer organisation,” Montinola explains. “It took time and effort to change this perception and to build a financial model to support our operations.”

Furthermore, the board, composed of leaders from the corporate world, aimed to instil strict governance and discipline—a rhythm often different from the typical non-profit pulse. It required a cultural shift. Above all, like any startup, they had to build a name from scratch, working tirelessly to earn the trust of stakeholders and the communities they aimed to serve.

The initial model, which offered a calendar of activities and flexible schedules for individuals, was unique but struggled to gain the traction necessary for long-term sustainability. This led to what Montinola describes as a “pivotal strategic decision”—shifting the organisation’s focus from individual volunteers to the corporate sector during the previous term of president Junie del Mundo.

This transformation allowed the organisation to scale its operations, secure vital resources, and evolve into a trusted partner for companies seeking to execute their Corporate Social Responsibility (CSR) initiatives. Hands On Manila specialised in creating bespoke volunteer programmes, designing and implementing activities tailored to a company’s chosen advocacies. This was the birth of “Corporate Bayanihan”, a concept that would become central to the foundation’s identity.

The institutionalisation of four flagship programmes—Corporate Special Projects, Good Deeds Day, a revitalised Calendar programme for individuals, and the monumental Servathon—solidified their momentum. Of these, Servathon, a portmanteau of “service marathon”, became the most impactful.

“Servathon is a yearly initiative that brings together thousands of corporate volunteers in a single day to focus on a common theme like disaster relief, education or malnutrition,” explains Lizette Cojuangco, Hands On Manila’s former president. “Beyond the tangible outputs, Servathon became a celebration of volunteerism—a gathering filled with laughter, camaraderie and a shared purpose.” It was Corporate Bayanihan in its most vibrant and visible form.

Hands On Manila’s resilience was tested most profoundly during the Covid-19 pandemic. When physical gatherings became impossible, the organisation didn’t just pause; it innovated. “The obstacle spurred innovation,” says Cojuangco. “We mobilised volunteers remotely, establishing think tanks that devised creative solutions: recruiting drivers for medical personnel, coordinating essential goods deliveries and establishing vegetable gardens in public schools.” The spirit of service, it turned out, could not be quarantined.

As the organisation grew, so did the very definition of volunteerism in the Philippines. The landscape has undergone significant evolution since 2001. “It was simpler then,” Montinola reflects. “Today, there’s a greater demand for service projects that demonstrate sustainable and measurable impact.” 

This evolution reflects a more sophisticated awareness of global challenges and a generational shift in motivation. Baby Boomers viewed volunteering as a means to contribute to the greater good of society. “In the beginning, [our volunteers] were middle-aged people who achieved something and felt they needed to give back. Or they retire and ask themselves ‘What can we do?’. And then the demographics shifted,” says Ong, one of Hands On Manila’s former presidents. Millennials sought deeper engagement with real-world issues. Now, Gen Z approaches service with an even greater focus on building skills, achieving tangible impact and forging genuine connections.

Hands On Manila Executive Director ND Ambrosio explains that the organisation’s programmes are structured around four key pillars: education, environment, health and wellness, and livelihood. This enables volunteers to direct their efforts toward areas of greatest need. Signature programmes, such as the year-round Brigada Eskwela school beautification initiatives and the creation of Bokashi Mabuhay Balls—a natural solution to oxygenate stagnant urban water—have become favourites among volunteers.

But as the organisation matured, the question of “real change” became paramount. “We like to say that numbers are great, but stories are even better,” says Ambrosio. She points to integrated education and livelihood programmes as standout examples. “We conducted financial literacy workshops for mothers of children in public schools, complementing these with small business capital... The results were inspiring: many parents not only sustained but expanded their businesses.” This exemplifies the ripple effect Hands On Manila aims for—where knowledge combined with opportunity drives lasting transformation.

Yet, as vice president Vanessa Colombo notes, numbers do matter. “We are moving beyond anecdotal evidence by piloting an impact measurement system that will tell our stories with data,” she says. This new system, utilising AI tools and dedicated volunteer leaders, will collect and analyse data in real-time. Colombo adds that the goal is to integrate these findings into a comprehensive 25-year impact report for the anniversary.

As Hands On Manila looks to the future, its mission is more straightforward than ever. The organisation is building on its strong foundation, not just by maintaining its flagship programmes, but by deepening the connections between corporations, volunteers and communities. A new signature programmes model is being developed, enabling companies to integrate their efforts into ongoing, long-term projects that will directly support the new impact measurement system.

Perhaps the most significant evolution is the foundation’s shift from being a learner to a leader on the global stage. Having spent years learning from its international network, it is now time to share its unique knowledge. In February 2025, Hands On Manila hosted its first Points of Light Global Gathering, bringing its international affiliate network to the Philippines to learn about Corporate Bayanihan and replicate the methodology. 

The foundation received a bronze award from the Philippine Department of Health and the Galing Pook Foundation during the “Healthy Pilipinas Awards for 2023, for its efforts to convert idle land in 20 public schools in different local government units into vegetable gardens. This initiative aimed to address food security issues, particularly during the Covid-19 pandemic.

This is the future Hands On Manila is building. “We began this journey with a simple yet powerful vision: to awaken the spirit of volunteerism in our nation,” Montinola shares. “Today, that dream is a reality.” Adds Ong, “Hands on Manila lives up to its name, it’s really hands-on. It literally has the passion and commitment of everyone. And I think that’s what I love most about the organisation. That’s why, after 25 years, it is still competitive enough to stay relevant for this long.”

For the next 25 years, the vision is even bolder. “We want to continue to enable businesses in the country to become champions of volunteerism, driving meaningful programmes that uplift lives,” Montinola says with conviction. “We want to help communities across the nation thrive, not by chance, but by the enduring power of sustained volunteer efforts. This is the future we want to build together—a Philippines where service is not the exception, but the way of life.”

As its silver anniversary approaches, Hands On Manila is reintroducing itself, telling its story anew, backed by a quarter-century of experience. It is a story of resilience, innovation and unwavering commitment. It is the story of how a simple idea—to make volunteering accessible—grew into a national movement. 

To every individual who wants to make a difference but doesn’t know where to start, Ambrosio offers a simple, powerful message that has echoed through the organisation for 25 years: “Just do it! Commit your time to one activity and see where it leads you... For almost 25 years, we’ve seen ordinary people do extraordinary things just by giving their time.” 

Bernie Aboitiz, who is also on the board of the organisation, adds, “Hands On Manila is a very efficient organisation. When I moved to Manila from Cebu, I was encouraged to join the organisation because I believed I could inspire my children, grandchildren, and  friends to volunteer as well. There are many programmes that you can focus on.” For Hands On Manila trustee Michelle Batungbacal, what she loves most about being part of the organisation is the ability to spark the spirit of volunteerism as part of nation-building. “I believe that Filipinos should also do their part. By doing something good for others, you feel satisfied at the end of the day. Volunteerism is significant, and you actually see the concrete changes you’ve made. When you see the smiles on the faces of the beneficiaries, it makes us feel that all the hard work is worth it.”

It is the timeless principle of bayanihan. You don’t have to lift the house alone. You have to be willing to take your place, grab hold and lift together.

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