Smart Charity

short-sighted guy! George Brinson angrily said.　　It was the day of 1915, when the American Brinson Railroad, which he founded, was sentenced by the court to release a social donation-the company decided to donate money to build a public school to boost the size of the neighborhood and spur rail operations. But the donation triggered a lawsuit by the Springfield foreign Exchange bank.　　The bank, which is a shareholder of the Brinson Railway Corporation, claims that the company has reneged on its shareholder faith and that the company's funds to build schools have harmed the company's interests.　　Now, everyone will think, how can shareholders and judges be so stubborn?　　At the time, however, the common law of the United States considered charitable donations to be beyond the company's ability to donate or otherwise use public resources for humanitarian, educational, charitable and other public activities. It was not until 1953 that the legitimacy of charitable donations by American companies was recognized by law. A.P Smith, who donated 1500 of dollars to Princeton University, was supported by the New Jersey High Court. "Donation is a reasonable investment tool," said Hubert, president of the company. Donation behavior in exchange for a good reputation, for the company's operations to create a favorable environment. "Hubert's words explain the motives of the company's charitable donation-a defensive measure," he said. However, with the passage of time, the charitable behavior of the enterprises can only meet the requirements of a certain social responsibility, but can not be combined with the goal of maximizing the profits of enterprises.　　Thus, the "strategic philanthropy" model came into being--enterprises make philanthropy become an integral part of the business strategy, and use it to promote the company's business development. Management guru Michael is an advocate of "strategic philanthropy". He cites the example of oil company Shell. Shell is very interested in oil exploration in the Gulf of Mexico, and the Gulf Coast is facing serious coastal erosion and destruction problems.　　Shell, which has a leading technology in this area, has been fully involved in the Gulf of Mexico Coastal Protection Program, which has been involved in the region's oil production operations. The charitable activities of enterprises are related to the competitiveness and technology of enterprises, which can improve the long-term business prospects of the company.　　More and more companies are emulating Shell's practices and painstakingly designing charitable projects. So, we see, give up rest can be a charitable public behavior.　　FedEx pilots, the use of rest time for the Orbis Flying Eye Hospital compulsory aircraft; The world's more than 400 top eye medical personnel, the annual leave donated to Orbis Flying Eye Hospital, the world's obligations to prevent blindness, cure blindness. "Walking" is also a kind of devotion. Every year from April to October, Avon invites people to participate in a long walk with breast cancer in major U.S. cities, and each participant donates at least 1800 dollars.　　Since 2003, the campaign has raised nearly 200 million dollars in donations. It is more difficult for people to send a cellar to the edge of the desert. PepsiCo has grown potatoes in Inner Mongolia and the remote deserts of the north-west, benefiting local farmers and responding to the "Mother Cellar" launched by the China Women's Development Foundation.Activities, donated 15.6 million yuan for local farmers to build cellar.　　So far, PepsiCo has donated more than 1500 cellars to the population, benefiting tens of thousands of people. Through strategic philanthropic and charitable activities associated with the business, these companies have received good reviews from stakeholders (clients, partners, governments), and have gathered good relational assets and scarce resources.　　Increase the revenue of the enterprise by promoting brand awareness and customer loyalty. That's what we're going to say to you, "smart charity."　　They are all businessmen, always considering how to maximize shareholder benefits, they do not often appear on a variety of charity rankings, but know how to choose the corporate mission, values, products in collaboration with the public service, and to win a good reputation. As Philip, a marketing guru, says: "Successful public-interest-related marketing activities can help companies link charitable donations to business interests, and they are mutually beneficial." ”