Strategic Philanthropy Organizational Behavior Assignment help    Strategic philanthropy is a way to combine the companies’ marketing practices to target its respective charitable and philanthropic activities with a desire to increase the well-being of mankind.

 

It is a practice through which companies align charitable activities such as donation or volunteerism with a social issue to support its business objectives. Through strategic philanthropy, corporations are using core competencies and resources to address key stakeholders’ interest and to achieve social and corporate benefits. Strategic philanthropy is a positioning that connects a profitable organization with a not-for-profit organization.

 

Strategic philanthropy is affiliated with corporations, not individuals and generally involves participants from multiple departments. It is mutually beneficial for both the donor company and the non-profit organization. The donor company increases its reputation among customers and stakeholders as well as the non-profit organization increases its brand value through affiliation with an established corporation.

 

A non-profit organization can effectively attract the new sponsors, donors and volunteers due to a good image of the corporation. Many firms have discovered the performance benefits of philanthropy including customer loyalty, enhanced company reputation and productivity. For example, AT&T was the first organization to formally use strategic philanthropy through establishing AT&T foundation. It helped AT&T to create a brand image by managing the communication with customers and stakeholders.

 

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