1. Introduction
The purpose of this report is to provide management team an overall understanding of Philanthropy and its effect to Hit Hot company. By examining the costs and benefits of philanthropy, manager can decide whether it is relevant for this company or not. Hit Hot company is a Gym center, has 150 employees. It operates in Melbourne, Sydney, Brisbane and has its head quarter in Brisbane.
2. Overview of Philanthropy
Philanthropy is voluntary activities, it could be an idea, event which benefit for social and humanity such as charity, volunteer social works or donating money for cancer research (Moore, 2009, p.1). Company can increase their image as well as show the social responsibility side of the firm. Philanthropy is used by most companies as a marketing strategy (Goozner, 1997). Moreover, philanthropy program is designed to create the significant impact to company, particularly make good relationship between company and community (Hoyt, 2003). Companies conduct philanthropy for several reasons, it could be personal benefit for managers, social responsibility or marketing strategy. Whatever the reason, engaging philanthropy is the best manner to integrate with society in order to build company value, culture and employee spirit (Vise, 2005). Philanthropic efforts also reflect wealth companies and strong management and give them a competitive advantage over other firms (Christina, 2005).
3. Relevance to Hit Hot company.
In real business world, Hit Hot company have to face with other competitors, thus it is important to make a difference from its competitors. Philanthropy is a solution to create competitive advantage for a company through the relationship with society (Duschinsky, 2009, pp.120-124). Hit Hot does its business by providing services, intangible products, so conduct a promotional activity is significant. Therefore, philanthropy is highly relevance to Hit Hot. Philanthropic efforts can be conducted as a promotion strategy, make the public relation, create friendly image and attract the concentration of customers. By engaging with social responsibility, Hit Hot company can reduce the cost for advertising and other promotion activities, so the company may work efficiently and effectively. Moreover, Hit Hot operates in health care area, it is important for managers to consider their employees first, especially employee morale. If the staffs have the positive mood, they could do better job, motivate and make the good services. Therefore, with the philanthropic programs, the company can encourage its employees do some volunteer works, helping community outside instead of working whole week in buildings. It helps employees improve their skills and raise their mood in the workplace.
4. Recommendation for Hit Hot
Philanthropy is relevant to Hit Hot. To engage philanthropy, Hit Hot should:
- Connect with community around each Gym Center in order to discover some volunteer organizations in that location. Therefore, Hit Hot can integrate with them to arrange some outside activities for its staffs such as helping elderly people, cleaning streets or playing with disable children. That makes opportunities for staffs to help and get to know local people.
- Create a marketing group to focus on philanthropic programs for the company as well as make the special philanthropic strategy as a marketing plan. In this way, the company can concentrate on building their image, making public relation through some activities such as sponsor a social event, donate money for cancer research or charity.

Reference List

Christina, M. G (2005). Cultures, organizations and philanthropy. Corporate Communications, 10(4), 315-327. Retrieved from http://search.proquest.com.
Duschinsky, J (2009). Philanthropy in a flat world: inspiration through globalization (1st Ed). New Jersey, US: John Wiley & Sons, Inc.
Goozner, M. (1997). “Strategic philanthropy” a hot trend tie-ins used to help needy, promote company images. Chicago Tribune. Retrieved from http://search.proquest.com
Hoyt, D. (2003). Corporate philanthropy AT CISCO systems: Aligning business and social interests. Stanford Social Innovation Review, 1, 68-73. Retrieved from http://search.proquest.com
Moore, J. R (2009). A practical guide to international philanthropy [EBL version]. Retrieved from: http://www.qut.eblib.com.au.ezp01.library.qut.edu.au/ EBLWeb/patron/
Vise, D. A (2005). Google starts up philanthropy campaign; some question structure of giving, which allows company more flexibility. The Washington Post. Retrieved from http://search.proquest.com