Corporate giving programs place over 18 billion dollars of cash and gifts into the nonprofit ecosystem each year. Businesses will spend slightly over a billion dollars annually to manage and promote these programs.
For decades, corporate giving existed as an act of charity disconnected from clear business goals. That is no longer the case. Market forces have moved corporate giving to the forefront. Growing businesses increasingly lean on their corporate giving programs to retain a competitive advantage and capture market share.
Simply being a good business is no longer sufficient in a marketplace where consumers feel empowered to influence business practices, specify alliances and choose consumption-partnerships when making purchasing decisions.
Shareholders, community members, employees and civic leaders are increasingly biased towards companies that demonstrate a commitment to the communities they operate in. Any size of business can grow their brand recognition for doing good and enjoy a reputational boost that delivers ROI.
Giving back should be good for business and good for the community. These two goals are inseparable if corporate philanthropy is to grow with our social and environmental needs.