To whom and how much? An assessment of philanthropic donation variety in relation to firm performance

Purpose - The purpose of this study is to test a model examining the effects of philanthropic portfolio diversity in relation to firm performance. In particular, the authors assess organizational philanthropy portfolios targeted at diverse issue categories while also examining these effects when the organization also partners with a diverse range of stakeholder groups. Design/methodology/approach - The study leverages detailed company reports to collect, code and test a firm’s philanthropic behaviors based on focal issues such as community, education, environment and others. The authors also collect and analyze data on the range, type and quantity of stakeholders targeted by a firm’s philanthropic efforts. These philanthropic donations are then merged with financial data to examine the outcomes in a longitudinal analysis of over 2,000 firm-year observations. Findings - The findings suggest that organizations that make focused and targeted philanthropic donations over a more generalist and broad approach realize higher performance. Furthermore, the authors find that variation across stakeholder donation amounts enhances firm performance by strategically identifying and targeting relevant stakeholder needs. Originality/value - The present study expands on extant research to examine the performance implications associated with broad and general philanthropy versus targeted and narrow philanthropic efforts. Furthermore, the study provides support for a portfolio view of philanthropy to suggest organizations holistically assess, manage and leverage their efforts across issues and stakeholder groups. These findings provide additional insights into the complexities associated with corporate philanthropy portfolios while also discussing future research opportunities to enhance the outcomes associated with philanthropic activities.