Most nonprofit mangers operate without examining the entrails of birds to foretell the future, nor do they resort to checking crystal balls.

No one knows for sure what the future holds, and this can be especially true for corporate giving. The economic meltdown caused a vast re-thinking in many corporate boardrooms.

Rob Blizard, the director of gift planning for the Washington Animal Rescue League in Washington, D.C., has checked with several fundraisers and observers of the sector, and he has found that several items are worth keeping in mind about corporate donors and potential donors.

• What’s in their wallets? Some projections show corporate giving staying flat or even decreasing down the road. Companies will become more strategic, aligning social and business objectives more closely, engaging employees more and leveraging resources other than cash.
  
• Some good news. Hard to believe, but several professionals predict good news on the long-term horizon. If corporate decision-makers see a positive effect for business from philanthropy, they will be more inclined to support it. Also, younger or later-generation executives will be more inclined to donate to nonprofits.
  
• The need for partnering. Nonprofits must examine the specific motivations of a narrower group of corporate decision-makers and what they require from the transaction of a major contribution. No longer are such gifts about writing a check to fulfill a public duty.
  
• Being responsible. Future corporate donations will be heavily influenced by companies’ need to inform consumers of their commitment to causes that their target consumers care about the most.

Share this story

Story tools