Corporate strategy plays growing role in philanthropy

American companies are increasingly aligning their philanthropy with business objectives and branding needs, according to a survey by global researcher The Conference Board. Almost half of the 77 predominantly North American businesses surveyed said that the biggest change to their corporate giving programme in the last year was to align it more closely with business objectives and branding.

by The Conference Board
Last Updated: 23 Jul 2013

Some 40% of companies said the size of their workforce in local markets was a deciding factor in where to make a contribution outside their home country. The Asian market is increasingly important as a target for philanthropic activity, with 27% of companies doing good works in China and 23% in India - while Latin America and the Middle East have become less important.

The survey also found that only a quarter of companies had significantly increased their commitment to disaster relief despite the spate of major natural disasters in late 2004 and 2005, including the Asian tsunami, the Pakistan earthquake and hurricanes Katrina and Rita.

Source: Philanthropy and Business - The Changing Agenda
The Conference Board, May 2006

Review by Joe Gill

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