If charity begins at home, then what about the corner office?
The credit crunch has meant tight money, so "philanthropy is getting slammed," Portfolio magazine editor in chief Joanne Lipman told CNBC.
"All the banks are major donors," she adds, citing Merrill Lynch , as well as insurer AIG.
Porfolio Monday releases a special report on philanthrophy in 2008, which includes an index which looks at the giving of rich Americans, most of them big-name CEOs.
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Berkshire Hathaway's Warren Buffett ranks No. 1, followed by Microsoft's Bill Gates, homebuilder Eli Broad, hedge fund trailblazer George Soros and media magnate John Kluge.
At the bottom of the index: Viacom's Sumner Redstone (47), Anne Cox Chambers of the Cox media empire (48), Microsoft's Steve Ballmer (49) and News Corp. founder Rupert Murdoch (50).
Lipman is quick to note that some big-time donors "aren't publicly giving," so the index has its limits as a barometer, but adds "executives who are successful should be out there talking about their giving."
Some of those who subscribe to that thinking have told her: "At a time like this, you need to step up and make an example."