Summary
Yahoo!, the world's largest online services provider, weaves philanthropy into the fabric of its business. Playing to core competencies and meeting beneficiaries' needs - as Yahoo! does - make up the most effective form of corporate philanthropy, find Heike Bruch and Frank Walter in a fall 2005 MJT Sloan Management Review article. Strategic philanthropy strikes a balance between meeting the corporation's needs and those of the beneficiaries, says John Coy, who handled John Deere's contributions for years and now consults with Fortune 500 companies about giving.
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Extract
Rethinking Corporate Philanthropy
For 10 days after Hurricane Katrina, Web portal Yahoo! dedicated its front page to news and information about the disaster. Charities listed on the portal raised $40 million within the first 48 hour...
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