Compassionate Capitalism: How Corporations Can Make Doing Good an Integral Part of Doing Well

224 Pages·2004·1.604 MB·English

by  Marc Benioff, Karen Southwick

Compassionate
Capitalism
How
corporations
can make
doing good
an integral
part of
doing well
M B
ARC ENIOFF
&
K S
AREN OUTHWICK
Franklin Lakes, NJ
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Copyright © 2004 by Marc Benioff & Karen Southwick
All rights reserved under the Pan-American and International Copyright Con-
ventions. This book may not be reproduced, in whole or in part, in any form or by
any means electronic or mechanical, including photocopying, recording, or by any
information storage and retrieval system now known or hereafter invented, with-
out written permission from the publisher, The Career Press.
COMPASSIONATE CAPITALISM
EDITED BY CLAYTON W. LEADBETTER
TYPESET BY EILEEN DOW MUNSON
Cover design by Lu Rossman/Digi Dog Design
Printed in the U.S.A. by Book-mart Press
To order this title, please call toll-free 1-800-CAREER-1 (NJ and Canada: 201-
848-0310) to order using VISA or MasterCard, or for further information on books
from Career Press.
The Career Press, Inc., 3 Tice Road, PO Box 687,
Franklin Lakes, NJ 07417
www.careerpress.com
Library of Congress Cataloging-in-Publication Data
Benioff, Marc, 1969-
Compassionate capitalism : how corporations can make doing good an integral
part of doing well / by Marc Benioff & Karen Southwick.
p. cm.
Includes bibliographical references and index.
ISBN 1-56414-714-2 (paper)
1. Corporations—Charitable contributions—United States. 2. Social responsibility
of
business—United States. I. Title: Corporations can make doing good an integral part
of doing business. II. Southwick, Karen. III. Title.
HG4028.C6B46 2004
658.15’3--dc22
2003065358
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This book is dedicated to
all past, present, and future corporate leaders
who strive to use
the resources of their companies
to make the world a better place,
and to the next generation of entrepreneurs
who will see the power of
the integrated philanthropy model
and how it can make
a positive impact on society.
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Acknowledgments
We would especially like to commend the untiring efforts of Suzanne
DiBianca, head of the Salesforce.com Foundation, in providing infor-
mation, support, and encouragement in making this book happen while,
at the same time, overseeing the company’s philanthropic endeavors. In
addition, we would like to thank all those companies, nonprofit orga-
nizations, and other experts who gave of their time and energy to do in-
terviews. Without them and their examples of “best practices,” there could
be no book of this sort. Finally, we thank Career Press and its editors for
having the heart to publish this book and the brains to make it successful.
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Contents
Foreword by Alan Hassenfeld 9
Introduction: Dare to Be Great 13
Chapter 1: Establishing a Culture of Philanthropy 21
Chapter 2: Defining a Mission 35
Chapter 3: Involving Employees 49
Chapter 4: Starting Small 61
Chapter 5: Maintaining Philanthropy Through Tough Times 73
Chapter 6: The 1-Percent Solution 87
Chapter 7: Innovative Models 99
Chapter 8: Going Global 113
Chapter 9: Strategic Philanthropy (or Not) 127
Chapter 10: Tackling the Big Project 141
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Chapter 11: Good Partners Make Good Philanthropy 155
Chapter 12: The Intermediary’s Role 167
Chapter 13: Measuring Philanthropy 179
Chapter 14: The Nonprofit Perspective 195
Chapter 15: Call to Alms—A Summary of the 207
Top 10 Best Practices in Corporate Philanthropy
Endnotes 215
Index 217
About the Authors 223
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Foreword
By Alan Hassenfeld,
Chairman, Hasbro, Inc.
A
s the former CEO and now chairman of Hasbro, I have
learned from family heritage how important it is to give
back to the communities where you work and live. Hasbro
has been a family-run organization since inception. My
grandfather and his two brothers started the company in 1923. Then my
father and his brother ran it, then my brother and myself, and finally
myself. We believe in living charity in my family, where we get out and
participate personally, and we’ve tried to pass on that commitment to
our company. Twenty years ago, we started the Hasbro Charitable Trust
to provide support to the communities where we operate and to man-
age our product donation programs. Eighteen years ago, we also estab-
lished the Hasbro Children’s Foundation to provide funding nationwide
for difficult issues affecting children from birth to age 12. We’ve concen-
trated on kids, because that’s the source of our success as a company. We
feel as though we have to be a resource for solving some of the problems
that confront children and their families today.
So I am especially pleased to introduce this book that describes the
“best practices” in corporate philanthropy, by companies small and large,
including Salesforce.com and Hasbro. When Marc Benioff was starting
Salesforce, he asked me to sit on the board. He also asked my advice on
inculcating a culture of service within the overall business goals of
9
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