Monday, March 27, 2017
From the Wall Street Journal, Michael Norton describes several ways companies can derive more benefit from their corporate giving, based on research he conducted with partners from Harvard Business School and MIT. One suggestion: pivot from a contingent strategy (“You buy and we give”) to a no-strings strategy (“We give regardless”). Involving customers in giving decisions, rather than informing them, was also shown to positively affect customers’ relationships to a company both short- and long-term.