At this time last year, corporations great and small attending the World Economic Forum raced to contribute to the tsunami relief effort, spinning their contributions as proof of commitment to doing good.

A total of more than $11 billion was raised over the year for tsunami victims, including $1 billion from individuals and private businesses. That amount is more than 10 times larger than what was raised for any previous disaster, according to the International Business Leaders Forum, a group that promotes business involvement in development projects.

While the bumper year for crisis fund-raising did prompt some skepticism about short-term checkbook charity work, many attending Davos this year say a fundamental shift in corporate philanthropy is under way.

Critical shifts in the business environment highlighted by Nelson include a lower tolerance for bad behavior on the part of activists, and heightened compliance in the wake of Enron and other corporate scandals, combined with the global reach of even the most local media.

“Enron brought legislation to industry and, believe me, industry really does not like to be legislated,” said Alan Hassenfeld, chairman of the toy manufacturer Hasbro. “Myself and other business leaders prefer to move forward with corporate responsibility before the government starts getting any ideas.”

“Ten years ago the CEOs in Davos would tell me that human rights was my job, but now they are talking about enforceable standards,” [Kenneth] Roth said. “Companies cannot afford to jeopardize corporate good will, risk consumer boycotts or undermine employee morale.”

Now, can we crank a bit of conscience into mean-spirited politicians?