Making generosity profitable?

Inc has a quick blurb about generosity 'being good for business' riffing off of Adam Grant's Give and Take (Amazon) and for as much as all the warm and fuzzies this generates, I think I'd hypothesize this approach gets the most mileage taking two guidelines into account (above some of the positive publicity it generates):

1. That generosity is consistent with the core values and more importantly "purpose" of the organization.
2. The generosity demonstrates loyalty to employees (if you aren't loyal to your employees, why should they be loyal to you?)