Corporate Leaders Tout Philanthropy's Benefits Amid Grim Financial News

“Cheerios’ consumers like the fact that we give money to support childhood reading; our Yoplait customer really cares about the fact that Yoplait has contributed $14-million to the Race for the Cure,” said Christina L. Shea, president of the General Mills Foundation. “The more you can build giving back into what your company is doing or what your brand stands for, the more sustainable that giving is.”