Richard Steckel, author of Making Money While Making a Difference, believes that strategic philanthropy strengthens a company’s brand image by connecting with consumers’ personal value systems. Steckel calls this “the halo effect.”
“Consumers have a wealth of new products and services to choose from, and it’s tougher than ever keeping them loyal,” says Steckel. “Consumers are starved for evidence that businesses stand for something meaningful, and look for behavior that reflects those values.”

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