From: The Wall Street Journal
How Companies Can Benefit More From Their Corporate Giving
The Wall Street Journal:
The past decade has seen an enormous increase in the number of companies engaged in charitable-giving initiatives, both with their customers and their employees. Many major brands now offer some form of charitable tie-in (“10% of profits go to charity”; “buy one and one goes to charity”), and many companies offer matching programs for employee donations.
On their face, both types of initiatives feel good: Companies are showing they care. But the underlying psychology is more complex. Offering to donate to charity if and only if customers buy or employees donate is a little bit like a friend telling you that she’s happy to help you move—she’s got the time available—but only if you help her move first.
She’s still going to help you, but you certainly see the offer of charity differently when it’s contingent on you being the first mover.
Read the whole story: The Wall Street Journal
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