A recent Wall Street Journal article written by Harvard Business School’s Michael Norton, based on his research (done in conjunction with others), explores the psychology, limits, and benefits of varying corporate giving strategies.
They look at tying donations to purchases (i.e. contingent on purchase) and examine the approach of donating first and then informing customers of such involvement. And lastly, they look at the approach of involving customers and employees in charity decisions, which can help boost sales and employee job satisfaction. This last mode offers interesting implications for the corporate giving strategy that companies should consider. Read the article