by TOVIA SMITH | NPR | December 22, 2009
It’s been taught to generations that “it is more blessed to give than to receive.” But how blessed is it when you give in order to receive?
In time for the holidays, Starbucks launched its "Red" campaign to raise money to fight AIDS in Africa. A portion of all sales are contributed to the Global Fund to Help Fight AIDS in Africa. (Mark Von Holden/Getty Images)
This time of year, charity is everywhere: Starbucks is helping to fight AIDS in Africa. Macy’s is giving to the Make A Wish Foundation. And Toys “R” Us is giving to Toys For Tots. Clearly, ’tis the season for giving — but it’s also clear that there is many a reason for giving.
“Companies engaged in social issues have gained tremendous benefits,” says Carol Cone, the chairwoman and founder of Cone Inc. who is considered by many to be the mother of cause marketing. “It’s absolutely magic.”
These days, she says, companies have to be seen as giving in order to succeed.
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