A Study On Social Contribution Activities In Corporations

The world’s biggest internet searching service cooperation Google which is established in1998, has received priceless praises and respects by corporate philanthropy for improving customer’s life through own company’s advanced technology such as crisis monitoring system, free advertisement support for nonprofit organizations.Thus, corporation’s philanthropy is already beyond just a charity, however became necessary and sufficient condition for social justice and business profit. In modern society, a corporation is managed by profit but also requested for responsibility to customers, employees and stockholders, even local community.On such social requests, corporation is able to enhance own property values like customer preferences, brand value and corporate image formation by carrying out social philanthropy.Under such backgrounds, this research examined kinds of documents about corporation’s philanthropy and existing condition investigation to found theoretical model, also applied and analysed latest cases of Korean corporation’s social contribution.Therefore, this research suggested six kinds of strategic and efficient participation types in order to develop corporate philanthropy successfully and reflect demands of Korean Corporations and the concerned participants.The types are public information campaign type, marketing type, donation type, volunteer type, social responsibility management and client participation type.Based on this research, there are following suggestions for corporations which intend to participate social philanthropy.First, consistency on social philanthropy must be maintained.Second, exclusive personnel must be efficiently managed.Third, there must be authenticity on social philanthropy.Fourth, performance measurement system must be imposed for continuous performance and development.Fifth, the performance must be worthy of true participation and sympathy from employees.Through such activation plans, the government can let corporation perform an effective welfare activity at where government cannot reach, and corporation can acquire not only positive image but also strategic marketing effect, also the welfare subjects can have welfare benefit what government cannot give from corporation. Therefore it is expected to be win-win-win situation for all of them.