Publications
Publications
- October 2014
- Harvard Business Review
Making Charity Pay
By: Michael I. Norton and Jill Avery
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.
Keywords
Philanthropy; Charitable Giving; Charity; Philanthropy And Charitable Giving; Advertising; Marketing; Brands And Branding; Marketing Communications; Marketing Strategy; Consumer Products Industry; Food And Beverage Industry; Retail Industry; United States
Citation
Norton, Michael I., and Jill Avery. "Making Charity Pay." Harvard Business Review 92, no. 10 (October 2014).
About The Authors
