Philanthropy and Business: The Changing Agenda
Sophia A. Muirhead
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Budgetary constraints and increased demands have prompted companies to make some changes in their approaches to corporate giving. Finding ways to align giving programs with business objectives and corporate reputation and branding appears to be the preferred strategy to maximize return on donation dollars—with high priority given to supporting diversity initiatives. How to measure results and outcomes of specific efforts was survey respondents' biggest challenge for managing corporate philanthropic programs in 2006.