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What is charity?
Charity is a voluntary and selfless assistance to those in need. It can be both an individual initiative and organized through non-profit organizations and funds. Everyone has the opportunity to contribute — from private individuals to large companies. Assistance provided in the context of charity is usually done free of charge or at a significant discount. For example, one can donate unwanted items or make monetary contributions to a fund. There are also programs that allow discounts on goods and services for vulnerable groups of the population, such as the elderly, single parents, or people with disabilities.
Why is charity needed?
In a broad sense, charity is an expression of social responsibility and a desire to make the world better. Helping those in need contributes to the development of society, opening new opportunities for people to realize their potential and do something useful. It is social charity that brings people together to achieve common goals.
On a personal level, charity can be an expression of compassion for others. Altruism, as a motivation, makes such participation particularly valuable. Research shows that there is a phenomenon of "warmth of altruism," where people engaged in charity feel an improvement in their psychological state. More details can be found in the book by Steven Levitt and Stephen Dubner, "Freakonomics: A Rogue Economist Explores the Hidden Side of Everything."
For companies, charity is a way to express their values. Through good deeds, various business tasks can be addressed, such as:
- Expanding the audience: Charitable projects attract people who want to help others, which can lead to new customers.
- Building brand image: Social initiatives highlight the company’s values, creating its image as socially responsible.
- Increasing customer loyalty: Charitable programs can serve as a basis for a non-monetary loyalty program.
- Stimulating sales: Consumers are more willing to purchase goods if they know that part of the proceeds will go to charity.
Types of charity
Charity can be divided into two main types: targeted and systemic. Targeted charity is aimed at helping specific individuals, for example, sending donations for the treatment of a child with cancer. Systemic charity, on the other hand, is focused on addressing broader social issues, such as developing educational programs for people with disabilities.
Targeted assistance can be organized by anyone, while systemic charity is usually carried out by non-profit organizations that coordinate and organize charitable activities. Businesses can also participate in systemic assistance by promoting charitable initiatives or creating their own non-profit projects.
Forms of charity
There are many forms of charity:
- Donations: This is the most common way to help, which can be either one-time or regular through subscriptions.
- Material assistance: Includes transferring items such as food, clothing, or equipment to those in need.
- Volunteering: Voluntary assistance can include caring for the sick, delivering groceries, or helping animals in shelters.
- Intellectual volunteering: Professional services provided free of charge, such as legal advice or IT services for non-profits.
An example of corporate volunteering is the program of the company "Rusal," where employees help those affected by natural disasters. Brands using ESG criteria must support their initiatives with real actions to avoid creating only the appearance of charity. At Unisender, we actively apply intellectual volunteering by providing free access to educational products for people with disabilities, which helps integrate this group into educational pathways.