Abstract
Each corporation should develop its own strategy for corporate giving and community involvement in the same way that it develops an acquisitions strategy or product development strategy. There has to be a direction and a plan for getting there. Objectives have to be identified and the corporation must have a measuring stick to let it know when the objectives are reached.
Corporate giving should not be a form of institutional kindness, it should be a cool and reasoned investment in the future of the firm.
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References
John M. McGwire and Thomas W. Fletcher, “The Emerging Public Role of the Corporation,” SRI International Business Intelligence Paper (September 1978), p. 21
R. Palmer Baker, Jr., and J. Edward Shillingburg, “Corporate Charitable Contributions,”Research Paper, The Commission on Private Philanthropy and Public Needs (Washington, D.C.: Department of the Treasury, 1977), p 1859.
Scott Cutlip, Fund Raising in the United States, (New Brunswick, N.J.: Rutgers University Press, 1965).
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© 1979 Plenum Press, New York
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Koch, F. (1979). A Strategy for Corporate Giving and Community Involvement. In: The New Corporate Philanthropy. Springer, Boston, MA. https://doi.org/10.1007/978-1-4613-2904-6_2
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DOI: https://doi.org/10.1007/978-1-4613-2904-6_2
Publisher Name: Springer, Boston, MA
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