它提倡企业进行战略性慈善，但却不赞成品牌导向型慈善理论提倡的慈善行为中符合战略性慈善特征的慈善行为。
This theory advocates strategic philanthropy, opposites all of branding-oriented philanthropy. But part of branding-oriented philanthropy can be strategic.
大多数公司做了战略性的慈善，并期待回报、即对企业声誉的回报，但如果回报是负面的，不会对企业的声誉有帮助。
"Most corporations undertake strategic philanthropy expecting a return, a benefit to reputation," says Hawkins. "If an evaluation comes back negative, it doesn't help reputation."
该战略性计划还概述了改善校友和慈善筹资的必要性，以补充来自许可转让和牛津大学出版社等其它商业活动带来的收入。
The strategic plan also outlined the need to improve alumni and philanthropic fundraising to supplement earnings from other commercial activities such as licensing and the Oxford University Press.
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