Analýza firemní filantropie v bankovním sektoru

Nowadays globalization, modernization and new technologies, companies are increasingly forced to devote its efforts to reduce negative impacts on the environment and society in which it operates. Therefore companies are beginning to make a profit in addition to other activities, which are collectively called social responsibility and one of its instruments is corporate philanthropy. The aim of the thesis is a summary of current philanthropic activities of banks and the design of appropriate tools to enhance public awareness of social responsibility and philanthropic activities of banking institutions. The theoretical part provides a brief introduction to the topic of corporate philanthropy and corporate social responsibility. In the practical section it briefly summarizes the philanthropic projects of the four largest banks in the Czech market and further evaluation of two surveys on the above mentioned subject. The last chapter contains proposals of communication tools for corporate philanthropy to raise awareness among company employees and the public.