총 36페이지

CoverStory 17
If donating just becomes a routine of
their donations are definitely proving
clicking some virtual buttons and icons
otherwise.
Whatdoesdonation
when prompted, then it could soon
Perhaps it is the objective of capital
meantothese
be regarded as a chore borne out of
that is at work. Major firms like
people?
financialcapability.
Samsung Electronics and SK Telecom
In the long run, wouldn’t this mean
can then justify their actions to reduce
that the donating culture might lose
donations in order to expand profit
“Giving”is...
its true meaning, eroded away by the
margin. A greater profit margin can
conveniences offered by digitalization?
create more profit. Consequently, these
What is the point in having more
firms will have the financial strength to
donations if it is not out of empathy,
increasetheircontributionstocharitable
“giving back what I have
but because giving is easily done? As
organizationsagain.
received, being the help to others
Professor Park said, “If there is no
Thereliesadifferencebetween“small”
likethatIreceived.”
sinceritywhengiving,itisquitepointless
and corporate donors. While “small”
and we cannot say our donation culture
donorshaveprogressedremarkablysince
- Jo Don-jun has come forward to donate
afterreceivinghelpsixyearsago
is on its way to greater improvement.”
the dark days of the economic crisis,
Indeed, one must be questioned on his
firms are still mired in the same old
sincerity to help the less fortunate, if
mindset of yesteryear. “Small” donors
all he does is to click on virtual buttons
believe in mutual help to tide people
whenprompted.
over rough times, firms may believe in
“living and mixing with one
savingtheirownskinfirst.
another, regardless of wealth or
Sowho’sthepettierone?Smalldonors
SlideinCorporationDonations
status.”
ItishearteningtoseeordinaryKoreans
who try to share as much of their soup
-ParkSung-kyudonatespartofthemoney
caring so much for their less blessed in
with others, or giant hollow firms who
hesaveswhenhegetsfreemeals
these testing times. However, the same
trytohoardasmuchprofits?
cannot be said of Korean corporations.
According to their semi-annual reports
Korea’sFutureintheDonation
by The Korea Times, Korean firms’
Culture:AnExtensionofHuman
charitable donations have fallen by
Compassion
“the spirit of sharing with a
approximately 10 to 20 percent in the
There exist many different charitable
beautifulheart.”
firsthalfoftheyear2008.
organizations that support different
The great controversy thus arises
causes. Even those with the same cause
- Park Eun-jin donates part of her taxi
fare whenever she arrives on time for an
here. If “small” donors can find a
possess different visions and missions.
appointment
way to donate more from their tight
However, they have one common
budgets, then wouldn’t firms be even
purpose and hope, which is to see the
more flexible to donate more from their
Korean culture develop into a mature
larger financial resources? However,
donating one with a heart. Therefore,
“communicating with the
even if such benefits in flexibility do
whatisimportantisnotthecoldphysical
world. You receive so much
exist, the figures that can be seen in
fundamentalmoneythatfuelscharitable
more when you give. The
causes, but the willingness to share and
satisfaction and happiness is
help one another in both good and bad
CorporateDonationsSlide
indescribable.”
times. This alone will be able to fire up
(Unit:Onebillionwon)
thedonatingculture.
- Park So-yeong donates a unique 8,800
Name
HI2008
HI2009
won every month in preparation of the
880,000-wongeneration
SamsungElectronics
27.4
25
SKTelecom
29.4
22.6
POSCO
73
15.1
Source:Companles’semi-annualreports.
yeongeunlee@hufs.ac.kr
OCTOBER 2009

현재 포커스의 아래내용들은 동일한 컨텐츠를 가지고 페이지넘김 효과및 시각적 효과를 제공하는 페이지이므로 스크린리더 사용자는 여기까지만 낭독하시고 위의 페이지이동 링크를 사용하여 다음페이지로 이동하시기 바랍니다.