NEW YORK (CNN/Money) -
Google may put a spin on charity by backing for-profit and non-profit "social" entrepreneurs, according to a report Wednesday.
In a switch from conventional philanthropy, where money is donated to non-profit charities, the Google Foundation is considering investments in for-profit firms that also pursue creditable causes, according to USA Today.
"We want to do something that is innovative," Sheryl Sandberg, vice president of global online sales and operations, told the newspaper.
Google's (Research) philanthropy now includes the Google Grants program, which gives free advertising to hundreds of non-profits focused on poverty, human rights, the environment and other causes.
Sandberg told the newspaper that the company is currently interviewing executive director candidates, which will be key in determining the causes the foundation supports.
Will Google's shares continue to climb? Click here.