"We had been a fundraising organization. We are transforming ourselves to be conveners and facilitators of multiple stakeholders--businesses, governments, NGOs, and others--for the purpose of improving people’s lives," says Barry Salzberg, the new chairman of the board for United Way Worldwide.
Is the era of attaching a cause to all of our purchases really the best way for companies to prove they care about the world? Or would it would be better to go back to a time when companies just created foundations to give their money away?
The age of big corporations doing whatever they want is over. Now companies must find ways to give back, and to do it in ways that consumers find authentic. How can a company get there? Follow these rules.