Even Mr. Ellison, who once derided the term, was an early investor in Salesforce and has turned Oracle into a major supplier of cloud-based offerings. Mr. Benioff, who has said he "had an incredible feeling of unfulfillment" at Oracle, was equally determined to make his own company more than a vehicle for making money. Salesforce popularized what he called the 1-1-1 model of corporate philanthropy, by which companies contribute 1 percent of equity, 1 percent of employee hours and 1 percent of company products to communities they serve.