# Apple launches matched giving programme

- Link: https://fundraising.co.uk/2011/09/12/apple-launches-matched-giving-programme/
- Published: 2011-09-12T08:01:01+01:00
- Author: Howard Lake

![](https://www.fundraising.co.uk/files/images/news/apple_dollars_flickr_wayne_dixon.
jpg)

![](https://www.fundraising.co.uk/files/images/news/apple_dollars_flickr_wayne_dixon_2.
jpg)

Technology giant Apple has launched a matched giving programme for its US employees,
pledging to match individuals’ donation up to $10,000 a year to US non-profit 501(
c)(3) organisations. The company plans to extend the programme to employees in other
countries, and presumably non-US charitable organisations.

The new programme was announced by Apple CEO Tim Cook, who recently succeeded Apple
founder Steve Jobs. The announcement via email was [published by MacRumors](http://www.macrumors.com/2011/09/08/apple-institutes-new-charitable-matching-program-for-employees).
It quotes Cook: “We are all really inspired by the generosity of our co-workers 
who give back to the community and this program is going to help that individual
giving go even farther.”

The programme starts on 15 September 2011.

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MacRumors added that it had received confirmation of the programme from an Apple
spokesperson.

The limited public evidence of Steve Jobs philanthropy was debated last week after
a report in the New York Times ([The Mystery of Steve Jobs’s Public Giving](http://dealbook.nytimes.com/2011/08/29/the-mystery-of-steve-jobss-public-giving)).
For example, “in 1997, when Mr. Jobs returned to Apple, he closed the company’s 
philanthropic programs… Despite the company’s $14 billion in profits last year and
its $76 billion cash pile today, the giving programs have never been reinstated.”

Apple has dimmed some charities’ hopes for mobile donations by [refusing to approve in-app donations via its iPhone](http://www.bethkanter.org/iphone-policy).

_Photo: [Wayne Dixon on flickr.com](http://www.flickr.com/photos/waynedixon/4400387344)_

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