Most companies give to charity. Few get what they expected in return.
Caught between critics demanding “corporate social responsibility” and investors demanding short-term profits, many companies seek to make their giving more strategic.
But “strategic philanthropy” is often nothing more than PR campaigns promoting corporate brands. Result? Public cynicism, not goodwill.
Yet companies can give strategically: by using philanthropy to improve their competitive context—the business environments where they operate. Through context-focused philanthropy, corporations provide money, capabilities, and partnerships to charitable causes in ways that sharpen their own competitive edge. They generate social—and economic—benefits far exceeding those provided by individuals, foundations, or governments.
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