Corporate philanthropy comes in all shapes and sizes, but increasingly it is tied to marketing. Exxon markets itself as a protector of endangered tigers and Wal-Mart commercials boast of employees volunteering in local communities. Visa and American Express for a long time have tied use of their credit cards to various fund-raising campaigns. Of course, corporate philanthropy is something of an oxymoron. Companies can't perform truly charitable acts any more than they can fall in love.
Genuine charity is strictly a human endeavor.
Charitable giving has always served the corporate interest as a calculated public-relations tool. To be fair, it's not all puffery. Thousands of these companies' employees enthusiastically volunteer their time and money through workplace programs. These policies can boost worker morale and the company's market-share at the same time. Many companies also engender goodwill through in-kind donations of surplus products.