In contrast to simply donating dollars for public relations benefit, in-house altruism today means ubiquitous dedication to real causes. Dr. Larry Brilliant, Executive Director for Google.org, points out that effective business-backed giving means global outreach, partnerships with experts at the heart of solving problems, and a dedicated percentage of gross income to keep these projects afloat.  

Traditional philanthropy invests in a limited circle of people, whereas the X PRIZE, says its founder Peter Diamandis, funds a broader landscape of people and ideas that succeed. Diamandis is encouraging large foundations like the Carnegies and the Fords to consider adding cash incentive prizes into their portfolio of philanthropy, as he believes the rewards from this new form of public enrichment and exploration are much richer. 

Global Fund for Women CEO Kavita Ramdas talks about financial contributions for the greater good both locally and internationally - and that here in the US we give a very small percentage of our income to remedy the world's concerns. Ramdas cites the gap that exists between how much people think our government should be giving to global relief - 15-20 percent of our national income - but that less than 1% actually makes its way outside the United States.