Corporate giving: Charity that gives back
Doing good is no longer a side project, it’s a core business strategy.
Companies are recognising that charitable giving can serve a dual purpose, making a meaningful difference in communities while driving tangible returns for the business itself. At its heart, corporate giving done well is charity that gives back, aligning with employees’ and customers’ deepening desire to contribute to a better world.
Philanthropic giving plays a crucial role in strengthening communities, reducing inequality and inspiring social change. In recent years, corporate philanthropy has become an increasingly significant part of this picture. Companies across a range of industries are recognising that their responsibilities extend beyond shareholders to the societies and economies in which they operate. And – for an increasing number – that means thinking about international giving.
Unlike core business investments, philanthropic contributions can be targeted flexibly toward community needs, innovation and community-led solutions. They complement traditional funding mechanisms and can catalyse partnerships across sectors. For instance, corporate funds often support NGOs delivering frontline services, disaster relief or education initiatives in developing countries. And this makes good business sense.
Consumers increasingly prefer brands that reflect their values – including their commitment to international causes. They are drawn to companies that take visible, authentic action on social and environmental issues.
Corporate giving provides a platform to build this trust. When a business supports causes that resonate with its customers, not only does it generate goodwill, but it also strengthens brand loyalty. People feel better about buying from a company they perceive as ethical, community-minded, and forward-thinking. In competitive markets, that emotional connection can be the differentiator that keeps customers returning.
One example is the Intrepid Foundation, the philanthropic arm of Intrepid Travel, which directs company and customer contributions to vetted grassroots organisations worldwide. This promotes the company’s key message – the joy of travel, community and connection – through the positive impact of charitable giving.
Equally important is the internal impact on staff. Employees want to work for organisations that stand for more than profit. They seek purpose and pride in their work, and corporate philanthropy provides both. Workplace giving programs, matched donations, or paid volunteer days signal that a company values more than the bottom line. It values the world its employees live in. This sense of shared purpose can contribute to employee retention and attract top talent. A motivated, loyal workforce is itself a powerful driver of business performance.
For example, the Cotton On Foundation supports holistic education, mental health and environmental impacts that empower youth to thrive. The Foundation fosters staff connection through internal “Foundation ambassadors”, enabling team members to generate ideas, drive awareness and engage peers in philanthropic efforts.
The youth demographic is internationally focused. To respond to this, the Foundation’s tagline is “Creating a world where every young person can thrive”, sharing stories about its impact in Brazil, South Africa, Thailand and Uganda as much as Australia. Since 2009, more than 800 team members have initially joined together to work on Foundation-supported community projects in various countries.
Successful corporate philanthropy is embedded in a company’s values, linked to its business model, and communicated transparently. It’s a long-term commitment, not a marketing tactic.
If a business works internationally, aligning with strategic causes can place a business at the centre of important networks, from industry coalitions tackling sustainability to community groups that enhance local brand presence.
But even if it doesn’t work internationally, designed giving programs can deliver measurable returns through increased sales, reduced turnover and stronger ongoing relationships.
When businesses connect their giving to the aspirations of employees and customers alike, they create a positive cycle: doing good drives engagement; engagement drives loyalty; and loyalty drives growth. In short, charity that gives back is not just good ethics—it’s good business.
