Academic Conference on Good Business

Corporate-Inspired Personal Philanthropy: A New Aspect of Social Return

Corporate Social Responsibility (CSR) is a concept with multiple definitions across the academic and business communities, and as a result, its financial and social return is intrinsically hard to calculate. Because companies have still not figured out how to turn their CSR strategies into profits, there is little motivation to do more than necessary. By introducing Corporate- Inspired Personal Philanthropy (CIPP) as a byproduct of corporate philanthropy, I propose that a company does more good than previously thought. If value can be placed on these double-kick effects, the CSR initiatives will be more attractive to firms and more noticeable to consumers. This will increase the social return as well as give a sustainable competitive advantage to the corporation. The paper then explores the theories behind the proposed relationships and variables that may moderate them.