Corporate Involvement in Charitable Engagements : Exploring the Dynamics of Corporate-Charity Collaborators

Abstract: In today's business environment, organizations are expected to engage in Corporate Social Responsibility (CSR), which involves balancing their economic success with positive social and environmental impact. Collaborating with charitable organizations can be a way for companies to engage in socially responsible activities and given the increasing focus on CSR, there is a potential for an enhanced interaction between companies and charitable organizations. This study aims to provide knowledge for charitable organizations on how companies act in relation to charitable engagement and thus, help charities in the process of adapting their approach to establish and maintain relationships with companies. Specifically, it investigates how companies value external CSR initiatives, how they motivate and perceive their relationships with charitable organizations, and identifies typical traits of companies engaged in charitable work as a part of their CSR initiatives. The study was conducted using a qualitative approach, where the data was collected through an examination of 40 sustainability reports and nine semi-structured interviews with representatives from different companies. The findings reveal that companies value various aspects of external CSR initiatives, with six distinct themes identified: quality of life, environment, health, healthcare, education, and crises. Among these themes, quality of life is the most valued. Companies also place importance in aligning charitable engagement with their core business, although engagement related to crises is viewed differently and less connected to the core business. Companies engage in charitable activities due to societal expectations, fostering company pride, and enhancing brand perception. The nature of relationships established with charitable organizations varies among companies, with some prioritizing long-term strategic partnerships, others pure monetary donations, and some aligning their charitable work with product and marketing communication. Notably, some companies express a negative attitude towards the latter approach. During times of crisis, companies tend to lean towards pure donations, while larger companies in general show more openness to strategic collaborations with charities. The research findings can provide valuable insights for charitable organizations, enabling them to adapt their approaches to establishing and maintaining relationships with companies effectively.