The full-page ad in a Sunday edition of The New York Times stated boldly that $60 million was received during 2012—more than $1 million a week—by a variety of recognized charities and community causes. The ad was not from a charity or fund-raising organization. It was from one of America’s largest retailers with multiple stores all across America.

Why run a full-page ad announcing charitable giving? Why not a sales ad or holiday offers? Because statistics prove again and again that customers, if given a choice, prefer to buy from those who provide support to charities and causes they see as valuable to their community.

Increasingly, companies are realizing that their balance sheets are more than numbers, and they have developed values that are stated, respected, and carried out. Generosity is one of those values. The buying public has made it clear that they prefer to buy from ethical corporate citizens. Generosity demonstrates a corporate value that truly benefits the company, employees, and the community.

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