Starbucks' Small Business Campaign Can Be Both Philanthropy and PR

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Starbucks CEO Howard Shultz appeared on the Today show yesterday to introduce  that company’s new philanthropic campaign, which seeks to raise money that will help small businesses in need of loans. Launched in collaboration with Create Jobs for USA and the Opportunity Finance Network, Starbucks is getting the ball rolling with a $5 million donation. And each $5 donation from consumers will get them a wristband that shows support.

During the Today show appearance, Matt Lauer played devil’s advocate, asking Schultz to address any “cynicism” out there about this being a PR project.