Making Charity Pay

Making Charity Pay

Author: 
Norton, Mochael I.
Publisher: 
Harvard Business School Press
Date published: 
2014
Record type: 
Responsibility: 
Avery, Jill, jt. author
Journal Title: 
Harvard Business Review
Source: 
Harvard Business Review, Vol. 92, No. 10, October 2014, pp. 26
Abstract: 

Companies are increasingly experimenting with the use of philanthropy to enhance consumer loyalty, brand awareness, and sales. But even highly creative approaches that garner a lot of buzz often fall short of sales goals, leading many companies to conclude, prematurely, that charity doesn't pay. Our research, in contrast, suggests that charity can drive engagement--when done right.

Language: 

CITATION: Norton, Mochael I.. Making Charity Pay . : Harvard Business School Press , 2014. Harvard Business Review, Vol. 92, No. 10, October 2014, pp. 26 - Available at: https://library.au.int/making-charity-pay