The Kraft is recently taking part in the campaign that is aimed: to improve food safety and health for poor rural students; teach cooking skills, food hygiene to teachers. It has donated a total of 5.5 million Yuan to build 100 Hope kitchens in 100 Hope schools, benefiting more than 50,000 village children aged between 6 and 12.
Even the charity programs did not bring any financial benefits for the company, but the Kraft is determined to conduct the volunteer activities.
It seems that Kraft doesn’t get any financial benefits by taking part in the charity campaign, but making more payments conversely. However, the benevolent behavior not only helps those people in need, also, it helps the company. The aims deed can be treated as a strategy: it will be impressive and help to build a good image in public. The charitable behaviors could be a persuasive advertisement.
In addition, the Kraft may drive more people/enterprises to take part in the charity campaign by its reputation in public.