Corporate giving: it’s good business

May 1, 2015
Beth Crivello-Wagner Vice President, Brand Services

The devastation in Nepal is simply unfathomable. It’s hard to grasp that, with each sip of coffee, another body is recovered, another child cries at the loss of a parent, or other human being feels terror, hunger and thirst. And while, as a single human being, we know we can’t make it go away, we can provide a bit of comfort in the way of a donation of water, shelter and the hope to rebuild.

We, as individuals, are compelled to give. But are our corporate leaders?

72% of U.S. charitable giving comes from individuals. Only 5% of U.S. charitable giving comes from corporations.1 

Now, more than ever, corporations that provide vital jobs and resources to the world are looked to provide leadership as great global citizens.

Giving is no longer a good conscious question – it’s a matter of good business. In fact, 87 percent of global consumers believe that businesses need to place at least equal weight on society’s interests as on business’ interests.2

Consumers want to identify with brands that give back. Many – 89 percent of Americans to be exact – are even willing to switch brands if that brand is aligned with a cause.3

Consumers are calling for change, but are corporations listening?

Corporate giving is so much more than simply writing a check and boasting about mutual benefits. It’s a way to engage employees through fund-matching programs and volunteerism. It creates human connections with consumers through matching or planned giving on their behalf. It’s long-term programs that identify and support causes that continually provide funds and resources to create real change.

Whatever form it comes in, the benefits are real. Consumers want to buy what you’re selling. People want to work for you and with you. The world becomes more connected and human, and that’s where healing and change becomes real.

Beth Crivello-Wagner is Vice President of Client Services at Core Creative. Connect with Beth on LinkedIn or on Twitter. Want to hear more from our team?  Sign up for our monthly e-mail.

1 Giving USA 2012; excludes foundation giving
2 Edelman GoodPurpose 2012
3 Cone Communications Social Impact Study 2013


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