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USA Today: How Coke, Disney use data to donate smarter

by Matt Krantz– Mar 11 2016

Handing over giant cardboard checks is often what companies think of as philanthropy. But some big companies like Walt Disney (DIS) and Coca-Cola (KO) think they can do better – using data.

 

Big companies are wondering if social responsibility can be more than just writing a check – but also a way to boost their businesses and brands. Rather than simply donating a part of profit each year, companies are mining consumer data to find where they can invest in social causes that will actually help their business, too.

 

“Companies are turning their business brains back on when it comes to charity,” says Jason Saul CEO of Mission Measurement, a consulting firm that helps companies quantify the business benefit they get from social efforts.

 

Read the full feature here.

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