Abstract
Corporate philanthropy has been a common phenomenon for the last 50 years. After the mid 1990s, companies began to increasingly align their philanthropic programs with their business interests. This resulted in a convergence of social and economic objectives, introducing the practice of strategic corporate philanthropy. The question that arises in the wake of this new phenomenon is about assessing the returns on the contributions companies make towards philanthropy. This thesis investigates the return on corporate philanthropy for companies, and studies how this return can be maximized. A vast range of literature on corporate philanthropy is discussed. In chapter 5 this theory is compared with the philanthropic program of Shell. This comparison helps us conclude that the philanthropic program of Shell corresponds to strategic corporate philanthropy, as discussed in the theory. The returns on philanthropy can be maximized when consumer loyalty, reputation and employee commitment are enhanced. Besides, cooperation with other organizations, and the international character and duration of the program also influence the returns on corporate philanthropy.
