Making Charity Pay

Michael I. Norton; Jill  Avery

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Article | Harvard Business Review | October 2014

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; marketing; marketing strategy; brands and branding; Advertising; Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Consumer Products Industry; Food and Beverage Industry; Retail Industry; United States;