Performance-based corporate philanthropy: How" giving smart" can further corporate goals

Mullen investigates how performance-based giving aligns corporate philanthropy with strategic business goals. He outlines various models, including sponsorship, brand alignment, and value congruence, highlighting benefits for both corporations and society. The article proposes frameworks to effectively integrate philanthropy into corporate missions and suggests metrics for evaluating outcomes. This approach seeks to maximize both social impact and corporate objectives through strategic giving.