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Corporate Sponsorship: from Cultivation to Partnerships
Corporate Giving Trends
Corporate giving increased in 2000
- Corporate giving rose by 12.1% in 2000 compared to 1999.
- Total corporate giving, including grants made by corporate foundations are estimated at $10.86 billion in 2000.
- $10.86 billion represents 1.21% of pretax income
- Contributions of corporate products are usually considered tax-deductible gifts-in-kind and are included in the estimate of corporate giving.
- Cause-related marketing, sponsorships, contracts and other joint promotional activities are not considered charitable contributions and not counted in the figures listed above. However, these activities directly support the work of the nonprofit sector.
- In contrast, between 1988 and 1991, corporate giving was impressive when viewed as a percent of pretax income, ranging from 1.4% to 1.6% of income. However, in each of those years, corporate giving lost ground to inflation.
Source: Giving USA - 2001
Where to start?
- Review your circles of influence
- List of likely prospects
- Initial research to qualify prospects
- Maintain focus
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