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Corporate philanthropy has undergone major change as per business analysis conducted by the Forbes publication. Companies are getting involved to eventually engage fully with activities of social welfare. The subjects of the philanthropy are now experienced enough to recognize genuine efforts from those that simply aren’t. Senior management of the organization must be involved in the actual execution. Fresh recruits these days have a stronger voice than in times past and these people often exhibit genuine idealism towards social welfare. Philanthropy ahs moved away from being an activity conducted by large firms, to one that is being pursued by small and medium players as well. Crucially, corporate strategy,goals and employee interests are now being closely aligned with non-profit needs.

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