Abstract
The following thesis examines the impact of different kind of charities in various Finish companies. The main goal is to give an overview of the possibilities of how charity campaigns are implemented in companies. The results are aimed to show how different forms of charity impacts on companies. The qualitative research method was chosen as it provides a more in-depth understanding of human behavior and the reasons that lead to several actions. As the qualitative research is based on “Why” and “How” questions (Clayton 2010:95), the results of this research method are appropriate for this thesis to achieve the most valuable results. The main questions are trying to find answers about the main interests of companies in charity campaigns and the most efficient ways for companies to benefit from those campaigns. These results were found with semi-structured interviews of six Finish companies. The main reason for companies taking part in charity campaigns are the role of stakeholders which demand socially responsible behavior from companies, the improved position of the customers view and wished for positive long-term effects.
The attendance of companies in charity programs have different motives and the way the companies are supporting charity are widespread. Companies are either contacted by organizations to join charity programs or they can have already long-term cooperation partners. Not every kind of company fits for all types of charity, therefore a link between the company´s field of working and the suitable type of charity is inevitable. Besides all these aspects, the role of the customers and the changing image of a company by taking part in charity campaigns are examined in this thesis. Some companies do not communicate their presence in charity while others build real marketing strategies around their social engagement
