Philanthropy, Inc. The Bottom Line on Corporate Charity

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Corporations have long donated to charity, giving anonymously out of pure goodwill and sometimes giving to improve their image. But today, charities and business are part of each other's core strategies. This program explores the concepts of "strategic philanthropy" and "cause marketing" by examining the partnerships of three of the world's largest corporations with three of the largest charities. Walmart got a PR makeover by supplying stranded Katrina victims with water and supplies. The act was undeniably heartwarming, but could it set a dangerous precedent of corporations doing what should be the government's job? Yoplait's support of the Susan G. Komen Foundation was challenged by those who believed ingredients in the yogurt could cause breast cancer. And are Coca-Cola's contributions to the World Wildlife Fund a boon to environmental protection-or a prime example of greenwashing?