Study On Corporate Philanthropy

Recently, with the growing economic power, corporations are bringing greatinfluences to the global economy, politics, society, science and technology, educationand art. Such changes means new requirements and new challenge for corporations,for The Public are raising their expectations of Corporate Social Responsibilities(CSR), and they hope corporations shoulder more responsibilities for the societyinstead of meeting the requirements of government and law. So, in nineteenseventies, "Corporate Social Responsibilities Movement" is becoming popularamong the corporations of capitalism world. The CSR Movement advocatecorporations should mix economic responsibility and social responsibility togetherand rebuild the rely-on-each-other relationship between corporation and society. Asthe main way of shouldering social responsibilities, corporate philanthropy getsmore and more corporations' attention. In many big Multinational Corporations,foundation is set up to be in charge of corporate philanthropy affairs, and a set ofcorporate philanthropy belief and system is established as well.To be objective, Such meticulously-planned and well-organized charitableactivities make up for the neglect of government functions and settle a lot of publiccrisis and social problems. But in another point, corporate philanthropy also bringslots of benefits to corporations. First, it relieves the pressure form the Public bymeeting the expectations of Corporate Social Responsibilities; second, it lays a solidfoundation of sustainable development by improving the outer running environment;the last, it serves the inner management such as marketing, human resourcemanagement. In return, this kind of benefit-each-other results strengthens corporatephilanthropy.But, compared with the corporate philanthropy in the western countries,corporate philanthropy is in the unconscious stage. The rate of donation is not high;the level of donation is low; the corporations are lack of initiative and plan. To lookfor the causes, we find the status is related to social cultural environment,government administrative system and the credit of charity organization, but most ofall, the belief and management of corporation is also related to the status. So, thethesis will study the motivation, way, management and appraisal of corporatephilanthropy in our country from the view of inner management.The whole paper falls into nine part. Chapter One introduces the background,purpose, thinking, method, viewpoints and innovations of the paper. Chapter Two includes three contents. First, it defines three related concepts"Corporate Social Responsibilities", "Corporate Citizen" and "CorporatePhilanthropy"; Second, it sorts out the research documents of motivations, strategy,influencing factors and appraisal of corporate philanthropy in western countries;Third, it sums up the research documents of corporate philanthropy in our country.Chapter Three can be divided into four parts. Part One introduces the historicdevelopment of corporate philanthropy in America; Part Two explains the historicdevelopment of corporate philanthropy in others western countries; Part Threeintroduces the historic development of corporate philanthropy in China and makesconcrete analysis of the status, causes and countermeasures of corporatephilanthropy in our country, Part Four compares corporate philanthropy in westerncountries and China.Chapter Four is about the motivations of corporate philanthropy. First, it makesa classification of motivation on the basis of origin, contents and aim of motivation.Then, it finds out the motivations of corporate philanthropy of our country throughquestionnaire and arranges them according to their importance, including enhancingcorporation image, helping the poor, responding to the call of government, solvingsocial crisis, molding the product brand, getting along well with community,carrying out the CEO's thought, improving the clerk's faithfulness, promoting theproduct, attracting the person with ability, exempting the taxes and imitating thebehavior of competitors. Finally, it proves the relativity between the phrase ofdevelopment and the motivations of corporate philanthropy.Chapter Five talks about the way of corporate philanthropy. In the paper, theway of corporate philanthropy is defined as the exterior behaving form and isdivided into three aspects: the field of corporate philanthropy, the resource ofcorporate philanthropy and the pass of corporate philanthropy. Through analyzingthe data, we find that: the main fields of corporate donation are assisting the poor,education and supporting the disaster area in our country and the influencing factorsof choosing the donation field are the attention of government, the relativity with thecorporation's business and the attention of CEO; the main resources of corporatedonation are cash, the products of the corporation itself and volunteers and theinfluencing factors of choosing the donation resources are the need of the suffering,the convenience of donation and the suggest of charitable organization; the mainpasses of corporate donation are doing it itself, cooperating with charitableorganizations and entrusting to charitable organizations and the influencing factors of choosing the donation passes are the corporation's philanthropy belief,characteristics of charitable program and the ideas of CEO.Chapter Six discusses of the process management of corporate philanthropy. Itmainly explains what to do before the charitable project, during the project and afterthe project.Chapter Seven illustrates the innovative function to strategy management,marketing, human resource management and stakeholder management. In the first, itputs forward three strategic form of corporate philanthropy after narrating therelationships between the competitive advantage and corporate philanthropy. Second,it introduces the tactics of how to putting cause-related marketing program intoeffects. Third, it sets up employees recruiting model, skills cultivating model andemployees inspiriting model on the basis of corporate philanthropy. At last, itdiscusses of how to manage the stakeholders through corporate philanthropy.Chapter Eight is about the appraisal of corporate philanthropy. Based on theanalysis of the shortcomings of a couple of appraisal model, we establish theintegrated appraisal model from four aspects: donation culture, donation form,donation management and donation effect, design the index system of the appraisalmodel and endow each index with different mark according to their importance.Chapter Nine sums up the whole paper and point out what should to do nextbased on the shortage in this paper.