Philanthropy

n. goodwill toward mankind; charitable donation

Philanthropy is the act of donating money, goods, time, or effort to support a charitable cause, usually over an extended period of time and in regard to a defined objective. In a more fundamental sense, philanthropy may encompass any altruistic activity which is intended to promote good or improve human quality of life. Someone who is well known for practicing philanthropy may sometimes be called a philanthropist. Although such individuals are often very wealthy, people may nevertheless perform philanthropic acts without possessing great wealth.
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Noun
1. voluntary promotion of human welfare
(synonym) philanthropic gift
(hypernym) financial aid

(n.)
Love to mankind; benevolence toward the whole human family; universal good will; desire and readiness to do good to all men; -- opposed to misanthropy.
  

a company giving resources (money etc.) to a charitable organisation with a sense of moral obligation and not as an image boosting exercise (is this possible?) (see cause related marketing).