Corporate Responsibility

“In almost any gift-giving situation, there is some expectation of return, whether is it a tax deduction, a named building, or an enhanced reputation. That’s why anonymous gift giving is so rare. Giving always occurs within a social context that makes a gift reciprocal in nature. Perhaps corporations that give with some expectation of return are only being more strategic and explicit than predecessors who gave with equal expectations but said less about it - or who gave without planning. For a gift to be genuinely altruistic in nature, that is, for it to demonstrate other-centered love, it must have benefit to the recipient as its primary motive and purpose, but not necessarily its only motivation or purpose. Therefore, strategic or “smart” giving may be regarded as ethical.”

from: Media Ethics: Cases and Moral Reasoning. Christians, Clifford. 2001.

I read over this quote a dozen times and each time I finished reading I felt something different. Disgusted, understanding, confused, angry, annoyed, all of the above.

However it wasn’t until I was walking down Main Street, where stores have already begun decorating for the holiday season and the surrounding trees are lit up I began to feel hopeful. I started to realize that even though companies may benefit from giving, I’m hopeful that, as humans, their primary motivation is to help the recipient.

When I began researching what kind of gifts companies give it only furthered my hope for humanity in the business world.

Giving Companies:

Home Depot- Home Depot donates materials from their stores to Habitat for Humanity to help build homes, employees even volunteer to help with the process.

Below is a video by Habitat for Humanity where Glen Bailey describes the impact of corporate giving:

Exxon/Mobil: Exxon donates large amounts of resources to help protect tigers, their company logo, and their environment.

Coca Cola Company: Coca Cola partners with the World Wildlife Fund to help support polar bears by taking action to reduce human impact on global climate change.

Now, I know that these companies give strategically. Meaning, they expect some return for their donations, whether it’s positive recognition or a tax deduction. However, I have faith that their initial reasoning for giving is to better the recipient and the environment around them.

Strategic giving might sound a bit negative and manipulative, but when you take some time to look at the cause there’s no way the company heads are only in it for their benefit.

Here are some websites that write a little more on the benefits of company philanthropy:

PR Blog
Overtone Communication

Philanthropy as Public Relations:A Critical Perspective on Cause Marketing

^d

Katie Keane