Business Services Industry
Strings-attached cash; Corporate givers look to leverage sponsorships of non-profit groups.(Focus: Corporate Giving)
Crain's Chicago Business, August, 2005 by Daly, Louise
Byline: LOUISE DALY Corporate America has poured billions into non-profit sponsorships in recent years, backing everything from blockbuster arts shows to fund-raisers for cancer groups. The trend has been driven in large part by an influx of marketing money, but the success of such ventures has not been lost on the gatekeepers of philanthropy budgets, many of who are now looking to leverage their partnerships with non-profits to promote their image.
More companies are sponsoring specific programs and events-and seeking public recognition, even when the money's coming from the philanthropy budget rather than marketing. "Corporations are increasingly focused on visibility,'' says Paul Fairchild, 51, development director for Heartland Alliance, a...
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