I really like the fact that they acknowledge here that corporate sponsorships can end up indirectly benefiting the company by improving the local community.
People are often factored out of the bottom line when it comes to businesses, but in reality a robust community is going to be able to buy more from your store. It's not even just about name recognition or building brand loyalty.
If you are sponsoring a canned food drive and providing food that helps a person to keep their home through a tough time, that person is going to make a better potential customer than if they lose their home. It's a long term investment but it's worth it.