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Market-Based Solutions to Vital Economic Issues


Kenan Institute 2024 Grand Challenge: Business Resilience
Market-Based Solutions to Vital Economic Issues
Dec 1, 2010

Procter & Gamble’s PUR Purifier of Water: How Global Corporate Philanthropy Builds Shareholder Value


“When are you going to change this Children’s Safe Drinking Water program and make money for your company? Surely Procter & Gamble wants you to profit on the water purification technology—you can’t sustain your program as a non-profit!”

Greg Allgood sighed internally at this question, as it seemed to surface frequently despite the continued and rapid growth of the Children’s Safe Drinking Water (CSDW) program at P&G. Allgood (Director of the CSDW program) was not actually frustrated with the query, as he had an easy answer ready. Rather, he wished that people could more easily see how his team’s non-profit work was adding greater value to the $80 billion dollar company than a for-profit sales model ever could. Procter & Gamble is a data-driven company, and after 24 years as a “Proctoid” he knew this better than anyone. Greg had significant qualitative and some quantitative information to support the idea that, in some cases, a non-profit business model could do much more for the bottom line than could a for-profit model. However, he knew that he needed to do even more to clarify this point for others.

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