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How do companies maximize the return on corporate philanthropy?

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documents in English
36 pages
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  1. What is corporate philanthropy?
    1. Introduction
    2. Definition
    3. Philanthropic contributions
    4. Philanthropy and Strategy
    5. Strategic corporate philanthropy and marketing
    6. Philanthropy as investment
  2. What is the return on corporate philanthropy?
    1. Introduction
    2. Intangible and tangible returns
    3. How to maximize the return on corporate philanthropy
  3. Theoretical framework
  4. Shell and corporate philanthropy
    1. Introduction
    2. Research Method
    3. Shell and corporate philanthropy
    4. Do theory and practice match?
  5. Do theory and practice match
    1. Introduction
    2. Social investment vs. strategic philanthropy
    3. Return on philanthropy: Theory and practice
    4. Maximizing the return on philanthropy: Theory and practice
    5. Conclusion
  6. Conclusions and recommendations
  7. References

Corporate philanthropy has been common for the last 50 years. After the mid 1990's companies started to align their philanthropy programs with the business interests. This results in a convergence of social and economic objectives: strategic corporate philanthropy. But what is the return on the contributions companies make in philanthropy? This thesis investigates the return on corporate philanthropy for companies, and how this return can be maximized. The literature on corporate philanthropy is discussed. In chapter 5 this theory is compared with the philanthropy program of Shell. It can be concluded that the philanthropy program of Shell corresponds to strategic corporate philanthropy as discussed in the theory. Return on philanthropy can be maximized when consumer loyalty, reputation and employee commitment are enhanced. Besides, cooperation with other organizations, international character and duration of the program influence the return on corporate philanthropy.

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