We speak of corporate giving when there is a financial commitment on the part of a company in order to pursue business objectives and make a contribution to social welfare.
The term corporate giving includes all charitable initiatives where a company donates goods, services, or outright sums of money.
These actions benefit a non-profit organization, for social or humanitarian purposes.
The main objective of corporate giving is to grow one's reputation towards the stakeholders.
Corporate giving programs
A company can support organizations through various programs:
- Corporate philanthropy: charitable donation made to a non-profit organization that is carried out without any profit for the company. It is the simplest program and does not require a prior agreement for both parties;
- Strategic corporate philanthropy: a company's donation that is part of a competitive strategy and meets the needs to balance economic and social objectives;
- Cause Related Marketing (CRM): the company contributes to realizing a social interest project by providing financial resources in proportion to the turnover resulting from the partnership;
- Licensing: also translated as logo licensing. In practice, the partnership allows the non-profit organization to grant its brand to the profit company in exchange for an economic compensation;
- Sponsorship: also translated as social sponsorships. It is a sponsorship agreement where the company commits to funding a non-profit organization, in return for the possibility of associating its own brand with that of the organization;
- Joint promotion: a form of commercial collaboration where the product is used as a means to convey the message;
- Joint fund raising: a form of commercial collaboration where the company acts as an intermediary for fundraising among its customers and the non-profit organization;
- Prize contests and point collections: initiatives in favor of a non-profit organization, where there is a catalog and products for point collection;
- Volunteer program: corporate giving programs that involve the internal staff of the company;
- Payroll giving: a fundraising initiative where the company itself advocates collecting donations from employees. They can choose either to make a monthly donation or to donate one or more hours of paid leave.
Taking inspiration from these programs is important to know which corporate giving program can support your company.
