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• Andrzej Chodyński, Wojciech Huszlak •

3.1. Charitable activity

Today, charity is one of the most popular ways of enterprise engagement in the fulfilment of social needs. Manifestations of pro-social actions are different, but usually they include philanthropy/charitable activities, sponsorship, patronage, and the increasingly popular corporate volunteering.

Philanthropy means “reflex of the heart”, and its aim is not a desire to increase profit or improve the situation of the company in the market, which itself is the starting point for social marketing.²⁰ N. Bullain distinguishes philanthropy from charitable activities. Philanthropy is a conscious and systematic efforts to improve the living conditions in the community through financial support and being ac-tive in that community, it is “a planned effort to improve our society, to make this world a little better place in which to live”. Charity is casual, unplanned or inciden-tal²¹. In practice, those terms are used interchangeably. The charitable activities of enterprises are dominated by generał social objectives, there is no mutual benefit, and the company name is not exhibited. Philanthropic activities is increasingly seen as a prerequisite to improve business competitiveness and strengthen the brand, and it becomes a competitive differentiator among companies, merging with the core business. J. Adamczyk shows examples of ways and mechanisms for implementation of social action: creating your own foundation, setting up business associations, segregation of specialized units within the enterprise, and initia-tion of partner forums for social affairs²².

One of the manifestations of social involvement of companies is corporate vol-unteering. Corporate volunteering involves the engagement of company employ-ees in community activities for third sector organizations. They provide various types of work for people in need, participate in activities of educational, sporting, and cultural naturę, using their skills and abilities, and simultaneously develop-ing in other areas. The employer (the company) supports the workers in those activities by e.g. delegating the employee during their working hours, and provides financial and logistical support²³. In European countries, volunteering is focused mainly on culture and recreation (Europę 35.8%, Poland 49.3%), and to a lesser extent on social assistance, social seryices and health care (Europę 26.9%, Poland 24%). On the other hand, in the United States, volunteering is focused mainly on social assistance, social seryices (36.7%), education (13.4%), and health (13.6%).

²⁰    M. Aluchna, Wyzwania dla przedsiębiorstw we współczesnym świecie, [in:] Współczesne wyzwania dla przedsiębiorstw, M. Aluchna (ed.), Oficyna Wydawnicza Szkoły Głównej Handlowej w Warszawie, Warszawa 2010, p. 40.

²¹    N. Bullain, Rzecz o cudach i błędach percepcji: lekcje „prawa jednego procenta” na Węgrzech, [in:] Współpraca obywatelskiego z administracją publiczną, M. Rymsza (ed.), ISP, Warszawa 2004, p. 234 [in:] U. Gołaszewska-Kaczan, Zaangażowanie społeczne przedsiębiorstwa, Wydawnictwo Uniwersytetu w Białymstoku, Białystok

2009, p. 109.

²²    J. Adamczyk, Społeczna..., p. 147.

²³    B. Rok, Odpowiedzialny biznes w nieodpowiedzialnym świcie, Akademia Rozwoju Filantropii w Polsce, Forum Odpowiedzialnego Biznesu, Warszawa 2004, p. 50.