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The Business of Giving

THE BUSINESS OF GIVING Modern Philanthropy in the Enterprise As the economy struggles to rebound and households continue to scale back on spending, there is an increasing trend in the business world toward investing in corporate social responsibility. Even in these tough economic times, companies realize the importance of supporting local communities and philanthropic causes. Supporting a cause that positively reflects on a brand and its core values demonstrates a commitment to making a difference. Let's explore "The Business of Giving" and how companies are making an impact on philanthropies. Sharing is Caring More than half of U.S. adults say that a company's reputation for being socially responsible at least sometimes affects their decisions on whether or not they purchase something 8 in 10 consumers in india. donate some of ther potts tn acga Maco expect brands to The percent of alobal consumers that beleve that businesses should pla emebasis on gocietal interests as business eooel pace equal interests': 86% Most Generous Companies Of the top 15 most giving corporations, Pizer daimed the top spot in 2009 tor a total cash and product donation of over $2.35 bilion. Interestingly, 6 out of the 15 most chartable brands were pharmaceutical companies. In just cash contributions, Wal-Mart gave away the most, at $288.1 milion. Pfizer ORACLE O MERCK Johmonafohnwon a Abbott Pharmaceuticals $2,346,952.232 $2,091,900,000 $923,200,000 $637,426,000 $584,110,381 Microsoft Walmart * Comcast Llly Bristol-Myers Squibb $516,900,000 $484,487,871 $406.817.471 $405,633,000 $283,589,693 Bank of America WELLS FARGO ExonMobil IBM TARGET Petroleum Rutining $209.116.567 $202.014,244 $195.855.462 $187,623,743 $187,413,269 The 5 Largest Private Foundations (By Asset Size) In terms of foundations that have great asset size and considerable fnancial backing, these are the top contributors. BILLMELINDA GATES daen FORD FOUNDATION The Getty Trust Bobert Wood Johnon Foundation WCK. KELLOGG FOUNDATION $33,912,320,600 $10,881,598,073 $9,339,172,138 $8.490,415,783 $7,238,160,845 Top Philanthropists According to the Chronicle of Prilanthropy, the 50 most generous philanthropists in America gave away a total of $3.3 billion in 2010. Rarked as the third weathiest person in the world, Buffett is widely regarded as one of the most benevolent philanthropists. In 2006, he even pledged to donate more than 99% of his personal wealth to various causes throughout and after his Ifetime. Estimated Lifetime Giving Warren Buftfett Bill and Melinda Gates Gordon and Betty Moore George Soros Microsoft Co-Founder Hedge-fund Manager Berkshire Hathaway $40,780,000,000 $28,144,000,000 $7,404,000,000 $6,401,000,000 George Kaiser Eli and Edythe Broad Walton Family Alfred Mann Ted Turner Oll and gas; banking and real estate SunAmerica, KB Home Founder Family of Wal-Mart Founder Medical Device Inventor CNN Founder $2,522,000,000 $2,286,000,000 $2,015,000,000 $1,735,000,000 $1,500,000,000 Herbert and Marion Sanders Michael and Donald Bren Jon Huntsman Michael Bloemberg John Templeton Susan Dell Golden West Banker and Huntsman Co-Founders Investor Chairman $1,389,000,000 $1,326,000,000 $1,233,000,000 $1,200,000,000 $1,045,000,000 $1,003,000,000 Popular Causes Based on Businessweek's "50 Most Generous Philanthropists" list, these charitable causes are the most popular among corporations: What Causes Do Americans Think Charities Should Focus On? A 2010 Harris Interactive Pol asked, "Thinking about the state of the world today, which types of causes do you belove should be the biggest priority for charities to focus their resources?" Education Health 5% Onher 12% 19% Education Youth/Families Animal Rights 18% Arts Environmental Youth/Familes Disaster Relief 9% Environmental Human Rights Global Disaster Human Rights Relief Toudos canoer roporch and hoase preron Charitable Partnerships ATST proded vaate meda posure to TOME Who donae Puro Preventon Cmpaign that opoes and diinatee he anvironmental caen of braact a pair of shoes to a chdned wherever a par is purchaced Gancer Gap ECLIF RED Oplat atat Thece brands manutacture RED ve Li To Gave Les Ouetomers can mechandoe, whee a peroantage of proods ae dorod to to k nd prevent HVand NDG mal in hor Yoplt yogurt k and hp the t ageret bast concer According to a 2010 Cone Nonprofit Marketing Trend Tracker Report: cans beleve that a partnership between a nonprofit and a 78% of corporation helps a cause stand cut Kiva: Individual Donations, Enterprise Impact Kiva, the non-profit micro-lending organization, is the epitome of large scale philanthropy. Using online networks. the site enables anyone to lend as itie as $25 to provide capital to the less fortunate and help create opportunity worldwide. Companies ike Kiva have the power to create KIVA an impact simlar to a corporate philanthropic endeavor. Whether lenders want to encourage a female entrepreneur in Sudan or help a tarmer in Bolivia, they can do it without having to leave their homes. In Numbers: Number of Kva lenders Total value of all loans: 586,369 $215,807,000 Number of countries-without access to tradtional banking systems-represented by Kiva: 50 $231.92 Average amount loaned per Kva lender: 81.31% Percent ot loans which have boon made to famale entreproneurs in other countries Sources: " The Chroricle of Philanthvopy | USAToday com | PEdaiman, November 2010 |Hamis interactive Cone Nonproft Marketing OSOCIALCAST o SECACAST NC ALOIHER ACESHEREN ARE FECOIO IOBE IHE ROPERT OF IHER FESECTNE OMES KIVACOM Most Generous Industries

The Business of Giving

shared by Angel on Mar 27
As the economy struggles to rebound and households continue to scale back on spending, there is an increasing trend in the business world toward investing in corporate social responsibility. Even in t...


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