20 years ago, the charitable activities of corporations were more of an adjunct to the business moreso than a major strategy and function.
It felt good to give. It made sense to be charitable. Those things remain true of course, but corporate philanthropy has matured over the years to become more focused on intent, more results focused, and more reflective of both aligning philanthropy with business goals AND with the aspirations and values of customers and employees
McKinsey Study
In recent McKinsey study, more than 700 businesses were asked this question: “In addition to the social benefits of your corporate philanthropy programs, which, if any, of the following business goals does your company try to reach with these programs?”
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