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On the other hand, if a company decides to take a longer route and invest money in the community itself,
then there are other disadvantages. The business must form a team and decide how much money to give
and where to give it in order to have the greatest impact. The decisions affect not only the duration of the
project, but also any accompanying marketing. In the end, the company must be prepared to spend time,
money and decision-making power on a project that has no direct benefits (StockCrowd, 2019).

3.4 Best practices and cases

With offices in 70 cities and over 40 countries, no
one could say that Google is not a global company,
and its philanthropy is no exception to the rule.
New York, the United Kingdom, Germany and
other places in the world can witness this. The
enthusiasm of its employees has made it possible
for the company to boast a great social
commitment, since last year alone more than
6,500 of them provided nearly 80,000 hours of
service in non-profit organizations for different
causes and the company has already doubled 21
million in donations to more than 9,000
organizations worldwide.

When Tim Cook took the reins of Apple in 2011,
he almost immediately established a donation
program among his collaborators; since then
the company has given more than $25 million in
donations, which it has doubled to reach different
causes around the world. By October 2014, Apple
expanded this program to include all countries in
which it is present.

Other Silicon Valley companies have been
criticized for the lack of corporate philanthropy,
although many seem to differ only in the way they
support different causes. While Tim Cook likes to
encourage his collaborators to get involved with
his commitment, Facebook CEO Mark Zuckerberg
prefers to keep the business separate from his
philanthropic activity.