One thing we didn’t touch on is the role branding plays in Corporate Social Responsibility initiatives. In many cases, private companies establish philanthropic initiatives as a branding method–in our modern society, a company seen as progressive and engaged in public good is more likely to attract customers. For it to be successful, however, the company’s philanthropy has to build a brand of integrity and trust, just as non profits do. This can easily backfire, as in the case of Coca-Cola promoting its funding of scientific research to “help families get fit”, when in reality they were funding studies that absolved the role of sugar (Coke’s main product) in obesity and unhealthiness. A lesson in integrity and brand protection can be gained from this example for nonprofits too.