This.
I like the example of Wal-Mart right before Katrina hit. If Wal-Mart is a profit-seeking company, why would donate supplies to the would-victims of the hurricane and FEMA? One reason it would do so, is that it would improve its “public relations,” so that the next time someone has to choose between Wal-Mart and some other mega store, that someone might say, “hey, Wal-Mart helped the victims of Katrina and FEMA, I want to shop there instead.”