Strategic Philanthropy is a relatively new concept. U.

战略慈善是一个相对较新的概念。

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This theory advocates strategic philanthropy, opposites all of branding-oriented philanthropy. But part of branding-oriented philanthropy can be strategic.

它提倡企业进行战略性慈善，但却不赞成品牌导向型慈善理论提倡的慈善行为中符合战略性慈善特征的慈善行为。

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"Most corporations undertake strategic philanthropy expecting a return, a benefit to reputation," says Hawkins. "If an evaluation comes back negative, it doesn't help reputation."

大多数公司做了战略性的慈善，并期待回报、即对企业声誉的回报，但如果回报是负面的，不会对企业的声誉有帮助。

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Depending on their perceived skills in the area of strategic philanthropy they tend to either i) start their own charity (e.g.

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This notion of strategic philanthropy - giving designed around focused research and strategies to be as effective as possible - has grown in recent years.

BBC: The drive to make giving more effective

So apply some strategic philanthropy to your corporate giving.

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