December 16, 1999 | Read Time: 1 minute
Giving by Industry: A Reference Guide to the New Corporate Philanthropy, 1999-2000 Edition
Edited by Craig Smith
This book analyzes giving trends in 20 industries and examines how charities can wed their missions to a company’s marketing goals.
Mr. Smith, a consultant and former publisher of Corporate Philanthropy Report, provides an overview of how industry donors have shaped their recent philanthropy, followed by listings of more than 300 corporations and contact persons.
Charities that dismiss their chances of procuring corporate funds not only lose the potential to raise dollars, he writes, but also ignore an opportunity to tap the expertise of businesses.
“With corporate help, charities can remake themselves to be relevant in an information age where the private sector is the driver of change,” writes Mr. Smith.
He intersperses examples of corporate gifts with recent information on industry giving. Delta Airlines, for example, committed $1-million in 1998 to CARE, which, among its operations, assists residents of developing countries in Latin America. Delta recently expanded its service to airports in that region.
An index lists companies by the causes they support. Mr. Smith writes that although corporate giving has not kept pace with years past, a solicitation for funds can be the “foot in the door” for charities looking to establish long-lasting ties to businesses.
Publisher: Aspen Publishers, 7201 McKinney Circle, Frederick, Md. 21701; (301) 678-7100 or (800) 638-8437; fax (301) 695-7931; http://www.aspenpublishers.com; 439 pages; $149; I.S.B.N. 0-8342-1658-2.
