Why give?

I have been trying to think of more creative and lucrative ways to link nonprofit NGOs to the corproate sector but i have been stuck on the familiar
sponsoring events or days
fundraising parties
gifts in time - staff time donations

but the key issue - is what is the appeal for people in the for profit sector?
why donate time and money?
I have not seen much evidence that the appeal is well understood by anyone.

At this event on CSR i recently attended i was a bit disappointed by tha lack of depth and simple way in which it was defined.

Starting with the idea of legal compliance always bothers me - not breaking the law is not CSR. it is a responsibility we all have ... this is not a social benefit or contribution.
the other part that bothers me is talking about how treating people well is CSR - no that is a mgt issue.

CSR has got to include some concrete contribution to society - that is determined legally or included as basic mgt. practice.

I know it is more than giving fudns and time but i think it must include the development of corporate partnerships with community over extended periods of time.