Today’s business environment is composed of brands vying for attention from consumers and businesses as well as organizations that are reaching out for support so they can continue addressing the world’s social issues. What’s changed in recent years is that there has been a shift with companies that now want to go beyond just making money; they want to do be known as a brand that has done something good and made a difference in the world. One way that companies have done this is through brand philanthropy in which they assist charities and other non-profit organizations like Open to Hope and Compassionate Friends. The same goes with the numerous brands that are supporting the Children’s Brain Tumor Foundation (CBTF). Putting Revenues Toward Good Work The Licensing Industry Merchandisers’ Association’s (LIMA’s) portfolio did not just adopt the socially conscious strategy yesterday. Instead, they’ve been giving to organizations like CBTF for over ten years, raising more than $5.6 million in that period. This unique project is a collaborative research effort by doctors from seven hospitals who are working together to analyze tissue samples to find treatments and speed a cure. LIMA can literally see their dollars at work because the money has enabled the doctors to acquire these samples and fund research projects. Since funding these institutions, tissue samples per
patient available has increased by 500%.
from Forbes - Leadership http://ift.tt/1UE6vkN
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