The recession has prompted many companies to reassess their charitable giving. Some are putting more emphasis on volunteerism at a time when cash is tight, and others are redirecting money from arts organizations to social-services groups. Yet other companies say they are making no changes at all because they believe that corporate philanthropy is still a key part of their business strategy.

To better understand trends in corporate giving, The Chronicle has conducted its annual study of Americas biggest companies and will post the results online on June 29. You can learn more about what those results mean to you by participating in a live online discussion with corporate-giving experts.

Related Articles

• A Gloomy Giving Outlook(8/25/2008)
• Many Big Companies Plan to Give Less This Year, Study Finds(3/3/2009)

The Guests

Rodney Hines is executive director of the Starbucks Foundation, and director of community investments for the Starbucks Coffee Company's Global Responsibility division. Previously, he was a community-affairs manager at the Microsoft Corporation and worked as the coordinator of partnership development at the Casey Strategic Learning Center, within the Casey Family Programs and the University of Kansas Center for Research on Learning. Mr. Hines also worked as a consultant with Cedar River Associates, a public-policy consulting firm.

Jackie Liao is manager of community investments for the Starbucks Coffee Company's Global Responsibility division and oversees the Starbucks Social Entrepreneurs Fund. Previously she served as the company's manager of corporate giving and was manager of international community affairs.

Margaret A. McKenna is president of the Wal-Mart Foundation. She previously served for two decades as president of Lesley University, where she led the transformation of the institution from a small college with 2,000 students to a 12,000-student university with a national presence. Before that Ms. McKenna served as vice president of Radcliffe College, deputy counsel in the White House, and a civil-rights lawyer in the U.S. Department of Justice.

Thomas Tighe is president and chief executive of Direct Relief International, an international medical aid organization, in Santa Barbara, Calif. From 1995 to 2000, Mr. Tighe was chief of staff and chief operating officer of the Peace Corps. Previously, he served as associate general counsel of the Peace Corps and as associate counsel on the U.S. Senate Committee on Veterans' Affairs. He is a visiting professor at the University of California at Santa Barbara's graduate program in global and international studies.

Mark Shamley is president of the Association of Corporate Contributions Professionals, in Mt. Pleasant, S.C. He previously oversaw community relations and government affairs for the Orlando Magic basketball team and managed the Orlando Magic Youth Foundation. Mr. Shamley served as the director of global corporate citizenship and vice president and executive director of the Tupperware Children's Foundation, in Orlando, Fla.

A transcript of the chat follows.

Peter Panepento (Moderator):
    Welcome to today's online discussion. Earlier this week, the Chronicle released the results of its annual survey on corporate giving. And it is likely not a surprise to anyone in our audience that the results were lackluster. As the economic recession continues, many of America's largest corporations plan to decrease their giving or keep it flat in 2009, with many deciding to stop supporting charitable causes that are not related to their businesses.

Peter Panepento (Moderator):
    For organizations that rely on businesses for support, this is a troubling forecast. And it comes at a time when many nonprofit groups are also facing cuts in private, foundation, and government support.

Peter Panepento (Moderator):
    How should you adapt to these changing conditions? How can you state the case to businesses and corporate foundations that your cause is worth supporting during these times? And how can you position your organization for a recovery?

Peter Panepento (Moderator):
    To help answer these questions, we've pulled together a high-powered panel of guests who represent some of the nation's most prominent corporate foundations, charities, and trade groups.

Peter Panepento (Moderator):
    Our panel includes:

Rodney Hines, executive director of the Starbucks Foundation, and director of community investments for the Starbucks Coffee Company's Global Responsibility division;

Jackie Liao, manager of community investments for the Starbucks Coffee Company's Global Responsibility division and of the Starbucks Social Entrepreneurs Fund;

Margaret A. McKenna, president of the Wal-Mart Foundation and former president of Lesley University;

Thomas Tighe, president and chief executive of Direct Relief International, an international medical aid organization, in Santa Barbara, Calif.; and

Mark Shamley, president of the Association of Corporate Contributions Professionals, in Mt. Pleasant, S.C.

Peter Panepento (Moderator):
    I would like to offer all of them a warm welcome and invite our audience to submit questions to our panel at any time during the next hour. To do so, simply click on the "ask a question" link on this page and type in your query. You are also invited to post comments about what you see using the same process. This is a text-based discussion, so there is no need to call in or to access audio. This page will refresh every minute with the latest questions and answers.

Peter Panepento (Moderator):
    Ok, let's get started.

Question from Ellen Remmer, The Philanthropic Initiative:
    What role can and should philanthropy play in rebuilding trust in corporate America?

How do you measure the impact of your philanthropy on the company itself?

Margaret A. McKenna:
    It‚Äôs no secret that effective and impactful philanthropy improves the perception of corporations held by associates, customers and the general public. As a corporate foundation we feel we have a responsibility to create opportunities for our customers, associates and neighbors in need. It is our hope that our work will also make a real difference in the lives of those we serve will be reflected in general perceptions of the company.

Question from Elaine, small nonprofit:
    We sincerely appreciate your insights into the state of charitable giving in the current environment. Do you see corporations shying away from giving to new NPOs right now? In other words, is corporate giving primarily going to organizations that have received funding in the past?

Mark Shamley:
    Due to declining resources companies are applying greater scrutiny to social investments to make sure that grants align with business and community priorities. That said, we are seeing existing charitable relationships with proven results giving priority during the economic downturn. For the most part, funding for new programs are becoming more and more difficult unless plans were underway to do so.

Question from Susanna Miller, National Action Council for Minorities in Engineering (NACME):
    NACME provides leadership and support for the national effort to increase the participation of of underrepresented minorities in engineering and technology, math- and science-based careers.

Can you talk about your interests related to equity and diversity in STEM (Science, Technology, Engineering, and Mathematics) education and workforce development? And how can an organization position itself to obtain general support for scholarships and educational support in this area--with the opportunity for collaboration and volunteer engagement--as opposed to project-specific grants?

Jackie Liao:
    Starbucks is specifically interested in supporting young people taking action in their communities. Our Youth Action grants support organizations that provide training and development to help young people identify issues in their community and work on solutions in addressing those issues.

We do not specifically focus on scholarships and workforce development, though education achievement and work skiils development may be outputs/outcomes of the programs.

Question from The Expanding Your Horizons Network:
    Employee engagement is an inmportant componant of many grant proposals. What should you do when a funder tells you that you provided too many examples of employee engagement and it was overwhelming? The examples we provided had all been successfully used with other companies.

Thomas Tighe:
    If I'm tracking here, your dilemma here is too much good news to share with a potential funder about previous employee-engagement activities with your group. The detail is obscuring the point -- that you know how to utilize volunteers. It might be worth summarizing those successful experiences one level up from the detail -- e.g., "we have had successful experiences with employees engaged in advisory roles, in worker-bee unglamorous roles, and sharing specialized skills such as graphic design." This might help the potential funder understand how thoughtfully you are in slotting in their employees. Good luck!

Question from Paul Christians, Open Hand Studios:
    Earned income is an important component of our overall fundraising strategy, but we fear that earning income will make foundations and other grant-making institutions less likely to see us as an organization "needing" investment in these tough economic times. Is this fear justified? If not, why not? If so, what are some ways we can bring our earned income strategy in line with our grant strategy? What types of things do funders like to see in this regard?

Thanks for your consideration.

Rodney Hines:
    For Starbucks, your fear is not justified. I suspect other funders also appreciate nonprofits' ability to be entrepreneural in diversifying funding sources. We place importance on organizations' stability and sustainability. Earned income may demonstrate stability and give us confidence that our contribution will be leveraged.

Question from A. Johnson, National Multiple Sclerosis Society:
    Hello--Question for Margaret McKenna, Wal-Mart Foundation: Could you please discuss in some detail the Wal-Mart Foundation's giving priorities in the area of health (specifically for the state giving program)? Is the Foundation now targeting its funding toward basic needs and financial assistance services during this economic downturn? Or should we continue to apply for something in the area of access to health care or promoting healthy lifestyles? Thank you!

Margaret A. McKenna:
    While we are encouraging Advisory Councils for the State Giving Program to consider the economy and basic needs such as hunger when reviewing grants, other programs that fall within the Health and Wellness pillar will certainly still be considered. Each of our Advisory Councils reviews proposals and makes funding recommendations based on the needs of their state. Interested organizations should continue to apply to their state's program if they feel that their organizations is meeting an important need for their community.

Question from Mary Hayes, St. Joseph's Catholic School:
    Question for all. Our Catholic School/Parish falls under an IRS Group Ruling, therefore not requireing a 501(c)(3) or possessing an actual Letter of Determination from the IRS. We are having a problem securing grant funding due to the fact that foundations are requiring an actual 501(c)(3) Letter of Determination. We also send our Articles of Incorpoation and Group Ruling with the proposals. Why is this a problem and is there a solution?

Mark Shamley:
    Most corporate foundations follow strict grantmaking guidelines. In addition, some are restricted in funding faith-based organizations in accordance with stated guidelines (this I suspect maybe the reason you are experiencing challenges).

The IRS Letter of Determination is one of those fundamental requirements used by adminstrators to screen applications to verify tax-exempt status of a potential grantee and Articles of Incorporation doesn't satisfy this requirement in the eyes of the corporate donor. You may have to spend some additional time with prospect donors to explain the Group Ruling.

Question from Noreen Cavanaugh, Director of Development, Friends of Virgin Islands National Park:
    To Hines or Liao: What is the best way to have a presence in a company that offers matching funds in an employee/corporate giving setting? We support ecology and education as relates to the VINP.

Rodney Hines:
    Our matching gifts program encourages and supports our employees in their own individual interests and we do not feature specific organizations.

We encourage organizations to focus on their individual donor base and reminding them that most major companies have broad matching gifts programs.

Question from Richard Romeo, WNET.org:
    Question for All: Though corporate foundations are considered separate entities legally from the parent for-profit company, is it true that the foundation, in some sense, is always looking over its shoulder, thinking about the reaction of its grantmaking on the parent (and its shareholders) Is this restraining or a more focused way of giving away money? Thanks!

Margaret A. McKenna:
    As a corporate foundation we reflect the vision of the company in our grantmaking. In our case, Walmart has a strong commitment to improving the lives of those we serve. Both the company and the Foundation strive to create opportunities in the focused areas of health & wellness, education, workforce development and environmental sustainability.

Question from TCollins, Meredith Community Farm:
    I'm working with a start-up NFP in the early stages of business plan development and securing operational funds. What can we do to merit/garner corporate giving without a proven track record? The concept is a pasture-based livestock incubator farm, providing the environment for new and beginner farmer/entrepreneurs to enter grass-fed meats business.

Jackie Liao:
    I suggest you look broadly at funders that share interest in your mission and objectives (including companies that are a part of the supply chain of your concept), and funders that support the start-up process of NFPs (e.g. focus on social entrepreneurs). Focusing on corporations may be quite limiting in the beginning stages.

Question from Andrew Horwood, Welcome Hall Mission:
    As corporate partnership advisor for a mid-sized Canadian humanitarian social services organization, I am constantly researching new sources of funding. Is there any advice you can offer to a Canadian organization as to how to identify and sollicit grant-making organizations in the US that are willing to invest into Canadian Not-For-Profits?

Mark Shamley:
    I would recommend that you refine your search to companies that have substantial business operations in Canada. More to that point, companies that have a decentalized charitable giving structure - meaning some dollars are controlled by local business units - offer greater opportunity for success.

Question from Gwynns Falls Trail Council:
    We have certainly seen the downturn in charitable giving during the last few months. Many corporations are no longer giving to environmental organizations like ours. The Gwynns Falls Trail is a well used 15 mile Trail that runs throughout southwest Baltimore. What is the best way to appraoch our past corporate sponsors and solicit new ones during this challenging economic time?

Thomas Tighe:
    I think the challenge we all face is presenting our programs in terms that make sense and are attractive and show value to the potential funders. It may be that the things that they value are different from those elements of the organization that are important to internal folks who are true believers and very close to the activity. Sometimes, it's helpful to step back from the literal description ("we maintain trails") to something more elevated ("GFTC -- connecting Baltimore families and children to nature"). With the increased environmental awareness, a presentation that speaks to the higher value aspects of your org might be more appealing for a sponsor. Plus, it's a "well used trail" which means visibility for the sponsor. (With apologies, I'm not a marketing guy!)

Question from Amanda, small nonprofit:
    When taking into consideration, smaller non for profits, that server anywhere from 1-2k clients, that focus in on only one county within a state, is it profitable in the sense of realtionships or funding to go after corporate grants? Also, how do small non profits qualitatively put into words our impact on a grander level? i.e. community impact on the county, which is filtered into state statistics that later reach the national level.

Margaret A. McKenna:
    Many corporations such as the Walmart Foundation do have local giving programs, so I would recommend pursuing corporate funding. Within our Foundation we have both a Store Giving and a State Giving Program to support locally focused non profit organizations. In order to communicate the broader impact of your organization to funders, I would recommend highlighting that the services you provide are unique and necessary, and I would also discuss the long term impact if services were ceased due to lack of funding.

Question from Elizabeth Crouch, Fabric of Life Foundation (sm. nonprofit):
    How do you think large corporations will compare to smaller, grassroot campaigns for funds and volunteers over the next 3-5 years?

Will corporations tend to be more selective and invite larger nonprofits to apply for grants or funding?

Jackie Liao:
    As Starbucks has focused our funding strategies over the last couple years, we have considered nonprofits whose missions and work align with our focus. The organizations we support are both large and small. It is most crital that organizations are stable and are delivering effective local programs.

Question from Anna, small nonprofit:
    As a small nonprofit it is often hard to get noticed by corporate giving programs. How do you suggest that small nonprofits state their case and stand out amoung the many larger yet still important nonprofit causes?

Mark Shamley:
    I suggest that you clearly define and articulate your unique selling proposition (this is what separates you from other organizations). Then, structure your organization to effectively communicate partnership benefits to the corporations. Lastly, showcase the results of your organization, focusing on the impact of your work.

Question from Raychel Rizzo, Georgia Gwinnett College:
    GGC is a new four-year institution within the University System of Georgia. We are just beginning to build our Corporate and Foundation relationships. I know there has already been discussion of less funding for new organizations. Do you have any advice for a new institution of higher education?

Margaret A. McKenna:
    For a new institution such as yours, I would highlight specifically why you felt a need to create a new institution of higher education. This should include what unmeet needs you intend to meet, what makes your institution unique and innovative and why you feel your mission is necessary and merits support others are competing for.

Question from Laura Utrata, University of Illinois at Chicago:
    Often it is difficult to reach someone at a company or foundation willing to have a conversation about a possible request, in spite of the fact that a preliminary (and brief) discussion can be invaluable as both parties asses whether or not there is a good fit. How can advancement officers more clearly articulate the case for this sort of interaction?

Rodney Hines:
    Similar to the constraints on resources felt by non-profits, we are facing constraints as well. We are often fielding dozens of requests as any given time and admittedly it can be challenging to respond consistently.

It is important to demonstrate that you have explored the Company's programs through research on websites and other means and critical to articulate the potential fit of your organization to the funding interests of the corporations.

Often we receive requests for interaction when it is obvious the interests of the organizations do not align.

Question from Debbie Shupp, The Clinic:
    We are finding that more corporations are doing a "Hands on day" giving their employees time off to do community service. Do you see this becoming a trend?

Mark Shamley:
    The "Days of Service" or Hands on Day has been a growing trend for several years now. Volunteerism is a central component of employee engagement within the CSR context and with the national call to service by the current administration I believe corporations will continue along this path.

Peter Panepento (Moderator):
    As we approach the halfway point of today's discussion, I want to offer a reminder that we welcome your questions. To ask a question, simply click on the "ask a question" link on this page and type in your query. One of our guests will respond as quickly as possible.

Question from Courtney Fischer, U.S. Soccer Foundation:
    Question for Margaret McKenna, Wal-Mart Foundation: I read that the Wal-Mart Foundation does not provide funding for "athletic teams or events." We are an organization focused on prodiving youth with the opportunity to play soccer, but as a vehical for social change - educating them about the values of staying active and leading an overall healthy lifestyle. Would this fit with your health and wellness goals or would we be automatically ruled out because we are the U.S. Soccer Foundation?

Margaret A. McKenna:
    While both education and health are priorities for the Foundation, we review each letter of inquiry individually to ensure that the proposed program fits within our priorities for each pillar.

Question from Darryl Brown, fundraising professional:
    There's an impression among NPO's that corporate marketing budgets are larger than philanthropic giving, and therefore a richer vein to tap. When and how should this be done?

Thomas Tighe:
    Hi Darryl. It seems that the corporate entities have many internal interests, and among them is the chronic need to have their goods and services widely known (marketing) as well the character of their corporate culture (CSR or philanthropic arm). Recognizing that these are both important interests for a company, I think it's important to consider how what is being proposed might be perceived from both audiences within the corporation. If the proposal is strong substantively and aligns with the funder's CSR priorities, a thoughtful mention of what it could mean in terms of public visibility is just that much stronger a rationale for support. Going to the marketing folks directly is tough, in our experience. But we try to show all companies we're trying to work with how we've worked with other companies -- examples of favorable press coverage, inclusion in corporate Annual Reports, traffic on our website, etc. That seems to capture the attention of the marketing folks without end-running the CSR folks.

Question from Kelly Besaw, small nonprofit:
    Many funders seem to focus on education and serving youth, but with an aging population do you think the focus will shift to include services including housing services for seniors?

Mark Shamley:
    We are not seeing trends in corporate giving that would lead us to conclude that funding is shifting toward senior housing.

Question from Nicole, DC Nonprofit:
    When looking at the impact that your grant or contribution has had, what measurements or metrics are especially meaningful to you or the organization?

Rodney Hines:
    I will respond to this in the context of our Starbucks Shared Planet Youth Action Grants program that is targeted to communities where we have a retail presence. This grants program supports young people to innovate and take action in their local comunities, addressing issues of local concern. For this program we look at the number of youth directly and indirectly impacted. We also look at the impact on the issues the organizations has committed to address.

Question from Angel Whitworth- Crohn's & Colitis Foundation:
    What's the most effective way to submit grants to appropriate funders for grass-roots events such as walk-a-thons, endurance events, etc. How are these events viewed by foundations?

Mark Shamley:
    First, we've seen a contraction in funding directed toward special events and sponorship due to the economy. We suggest that you take steps to develop a direct relationship with the corporation through board volunteer involvement to champion your cause and seek funding. Also, consider sponsorship dollars for events may come from outside the corporate foundation i.e., the Marketing and Promotions Dept.

Question from New York NPO in midtown:
    How do corporations like to approached when NPO's want to ask for their sponsorship (regard resources such as in-kind donations, employee volunteers, and monetary contributions, etc)?

Jackie Liao:
    For Starbucks, there are differnt mechanisms for each of the items outlined under sponsorship.

In-kind donations of product can be procured through our stores. Often times, our stores have relatioships with community organizations and provide products and/or meeting space as available. Keep in mind that some stores may be at capacity for the number of organziations they support.

As for volunteers, we have an online resource, v2v.net, where you can post volunteer opportunities.

As for monetary contribution, our focus area is on youth taking action in their communities and you can find information on the Company's website. For event sponsorships, we are focused on maintaining existing relationships.

Question from Chris Schramm, grantwriter for small np's:
    For Mr. Shamley, Often foundations just want a letter of inquiry to apply for grants. What five elements do you think are critical to include in that letter: budget of project, details about np, etc.?

Mark Shamley:
    1. Scope of service. What you do and how you do it? 2. Detailed budget. Include % for admin/overhead 3. Outline of major project milestones. Set a clear path to success 4. Evaluation methodology 5. Testimonials. Offer a compelling message

Question from Debbie Shupp, The Clinic :
    As a small nonprofit, we are seeing more hands on volunteers and less contributions in the corporate world. Do you think this is becoming a trend for corporations to support giving days?

Mark Shamley:
    Yes. Volunteerism has become a meaningful focus right now for corporations.

Question from T.J. Cantwell, @nonprofitadvice:
    Everyone is looking for a Return on Investment (ROI).Can you please list some key ways nonprofits can best demonstrate ROI to corporate funders?

Thomas Tighe:
    It's always easier to explain how a corporate funder's support will translate into an advancement of the supported organization's mission, since that's what you know. Much more challenging to discern what type of return the funder wants for its own purposes -- visibility, advancement of the corporate CSR agenda, enhanced goodwill, etc. So, connecting the investment of the corporation to the outcome that will result from it is important. If ACME corp, for example, has a CSR priority for kids and education, speak to that both literally (this money will provide 10,000 camp scholarships) and in a larger sense ("Because of ACME's support, 10,000 kids had an enriched, joyful summer").

Question from Stephanie Malone, Concordia-St. Paul:
    We've heard private and corporate foundations have fewer dollars to grant in the coming year. Many have obligations to previous grant recipients. Does this narrow the dollars available to new organizations or initiatives? What can a nonprofit do to improve the possibility of new funding in this environment of tighter grantmaking?

Mark Shamley:
    Yes. Corporations have less dollars to give in this upcoming fiscal cycle. Multi-year grants will take priority because these obligations are committed to strategic partnerships. So, the pool of available funds is tighter. I suggest that you target the corporations with a giving focus that aligns with your chariatble cause and remain persistent. New program funding will be hard to come by in this environment....

Question from Daryn Glassbrook, MASS MoCA:
    What kinds of support recognition are the most appealing to your corporate foundation?

Margaret A. McKenna:
    We always appreciate communication of our support, especially when it reaches affiliates within a national organization, staff members, local communities and the general public. This is most often accomplished through organizational newsletters, websites and local press releases. Donor recognition is an important part of raising awareness of our support of both specific organizations and issues.

Question from Emily, Americans for the Arts:
    Many companies have recently focused on employee engagement. What results have you seen for your employees and your business by participating in these programs?

Jackie Liao:
    Starbucks has always believed our employees are among our most important stakeholders and resources. Their engagement is critical to the success of the business.

We have done some research on employee engagement for our US business and the results demonstrate a link between high performing employees and stores and partipation in community service projects.

We believe the engagement of the employees result in higher satisfaction and helps make them a part of their community.

Question from Christie Koenigsmark, Raritan Bay Medical Center Foundation:
    As a grant writer for a community teaching hospital that primarily services the underserved/uninsured, one of our essential needs is funding earmarked for equipment and technology allocation (both new equipment and upgrades). As we struggle to compete with the latest healthcare advancements, are there grants out there with an interest in replenishing the technological needs of hospitals? If so, who should I be targeting?

Mark Shamley:
    Product giving remains a significant part of the corporate giving portfolio for many of the pharma and medical device companies. I suggest that you start with the GE, Becton Dickson and Johnson & Johnsons of the world to determine if they meet your needs.

Question from David Campbell, Hands On Disaster Response:
    All; Employee engagement seems an important part of many corporation's CSR programs, and disasters trigger a "spontaneous volunteers" desire from employees. We've gotten great support from companies like Rockwell Collins and Aegon in response to situations like the Iowa flooding; how do we connect BEFORE the event?

Thomas Tighe:
    Great question, David. We see this challenge too. Having a great real-world case study like the flooding provides the opportunity to connect with companies and explain exactly what you've said here. "We have a structured process for emergency response, but the most important part is having a game plan in advance. We'd love to brief you on how a partnership could work to strengthen our communities." Business folks understand the basic logic here, and connecting with them in advance also makes it easier for them to channel the energies of their employees and say, when an emergency arises, "We're working with Hands On because they know what they're doing."

Question from :
    Claudia, consultant to mid-sized nonprofits

As my clients look to fundraise creatively in these difficult times, do the panelists feel a strategic communications plan is important both in p.r. and marketing?

Mark Shamley:
    Communicating during this period of economic decline is extremely important in helping to separate your organization from others in a similar role. Funders are overwhelmed with requests. So, if you are developing a comprehensive communication strategy, then this is an ideal time to get the word out about your cause.

Question from Sarah Meyer, family foundation:
    Rodney: the recent issue of the Chronicle notes that Starbucks has increased its giving to social service agencies in Seattle in response to the downturn. How did the company come to this decision given the role of the public sector in supporting critical social services? And what has been the community response to this reallocation of limited resources, particularly from those who lost the company's support?

Rodney Hines:
    Sarah: This was a unique modest grant here in Seattle that was in response to the economic times. A thoughtful and strategic initiative was introduced to help those hardest hit by the economy. It was of importance to us that our contribution did not supplant public sector dollars. I am not aware of broad community response to this contribution.

Question from T.J. Cantwell, @nonprofitadvice:
    Do foundations typically spend budget funds at the beginning of the calendar year or are the funds divided to make new funding available throughout the year?

Mark Shamley:
    Typically, Corporate foundations establish their budgets annually and will engage in an grant allocation cycle either once or twice per year. This is a fairly general statement, so there are expections, of course.

Question from David Kessel, BBYO:
    Can you address the relative importance of personal relationships (through Board members and other well-placed individuals) in gaining access to corporate funding? What are some strategies to get one's 'foot in the door'?

Rodney Hines:
    The most important criteria is the fit and alignment in the interests between the NPO and the Company.

Our employees are engaged in numerous organizations throughout the globe and some fit with our focus area of supporting young people taking action. In those cases, we welcome the opportunity to learn about the opportunities and provide support when the organizations fit the other criteria of the program.

While it may be more likely a face-to-face interaction will take place, the fit of the organization is most critical.

Question from David Kessel, BBYO:
    If an NPO is effective, with mission strategically aligned to a potential corporate funder (such as youth engagement, activism), but the NPO has religious affiliation, would corporations be hesitant to fund?

Mark Shamley:
    Unfortunately, organizations with a religious affiliation will encounter challenges when seeking corporate dollars.

Question from Beth Zeitlin, Arthritis Foundation, Pacific Northwest Chapter:
    We cover a three state area and often have the problem that the local (state) corporate giving will not fund a program that also covers the needs of other states, and yet the national corporate giving will not cover a program that is not nation-wide. What is the best way to approach a company giving program? Thanks.

Margaret A. McKenna:
    Each corporate giving program is structured differently; however, this situation is often difficult to navigate. In the case of the Walmart Foundation we review regional requests through our National Giving Program on a case-by-case basis, making decisions based upon the needs of the region and how the proposed program aligns with our funding priorities.

Question from Julie Burtch, Habitat for Humanity Lansing:
    As a home-building organization, we often ask companies to provide building materials at low- or no-cost. These donations have dropped off recently, which raises the cost of homes. Do you have any advice on seeking gifts in kind? Should we ask for one house to begin or one year? Should we contact new or existing/paid partners?

Thomas Tighe:
    Hi Julie. It seems that, if the in-kind support is tough from corporate in-kind donors, it might be attractive to break down the materials list and price it for other donors, perhaps with a deep discount from the original in-kind donors. Perhaps one sponsor could cover the framing materials, one the plumbing, the other the paint, etc. Everyone knows Habitat, which is such an asset. You can allow other new companies to participate in a way that is more manageable financially and also keep the traditional supporters engaged (if in a different way than before). Breaking your yearly plan down into house-by-house and even material-by-material might provide some good options. I'd reach out to old and new, and show everyone what you're trying to do for the entire year, but in bite-size chunks.

Question from Luciana Bonifacio-Sette, Save the Children:
    During these lean times, it is more important than ever to secure unrestricted, general operations support. Could you point to some best practices on proposals or case studies for partnerships that succeeded in providing this type of support while meeting the company‚Äôs investment goals?

Mark Shamley:
    Luciana, thank you for your question. In the context of this online discussion I'm afraid it would be difficult to appropriately address your question. I would like to suggest that we discuss off-line as best practices and case studies will require a more in-depth conversation.

Question from Michele Heyn, American Red Cross-Orange County:
    I would like the opportunity to get face time with Corporate Charitable Giving Officers because a face-to-face ask will set you apart from the hundreds of grants that are submitted. What organiations do you belong to? How can I have the opportunity to network with funders like yourself?

Jackie Liao:
    My colleagues and I belong to a number of national and local organizations that focus on funders. For example, we are members of the Association of Corporate Contributions Professionals, Conference Board Contributions Council, National Corporation for Volunteering and Service etc. On a regional/local level, we belong to Philanthropy NW, an organization for funders in our hometown region.

These organizations often provide networking or oher opportunities for funders and NPOs to interact. We also participate in events held by National Development Officers Association and other organizations supporting NPO professionals in order to facilitate interactions.

Peter Panepento (Moderator):
    We'll keep the conversation open for a few more minutes to allow our guests to answer some final questions.

Question from K, medium nonprofit:
    Our executive director and board are concerned that we are not well-known in the corporate community and so have asked me to develop a presentation that we can take around to corporate funders, not as an ask, but just as a "get-to-know-us" presentation to their boards or whatever panel of people determine the company's giving. Is this a common or successful fundraising tactic? I'm concerned that without a request or discussion of the kind of financial assistance we need that they may feel I am wasting their time.

Thomas Tighe:
    Hi K. It makes great sense to me to create a tight briefing and presentation to show to companies. It will force you to think, "why should they care" and develop materials that will address anticipated questions, allay anticipated concerns, and spark their interest. I think the trick is to understand your audience here and also to set expectations right internally among e.d. and board. An introductory briefing is pretty easy, but it won't generate immediate gifts. But without doing it, the prospect for future gifts is diminished. Go for it!

Question from Stephanie Malone, Concordia-St. Paul:
    How do funding decisions get made? I would like to understand the process better.

Margaret A. McKenna:
    As you can imagine, the decision making process is different in each case and is not an exact science. Generally speaking, our decision is based on consideration of the need a proposal aims to address, the organizational capacity of the perspective grantee, our overall fiscal giving budget, the population that will benefit from the proposed program and how the proposal aligns with our current philanthropic strategy.

Question from Megan, Denver mid-size nonprofit:
    Through our event participants' fundraising, we are fortunate to receive funding from a wide variety of corporations through matching gifts. Two questions:

Question 1--these gifts often come through the "Starbucks Foundation" or another similar entity. How do you all prefer such gifts be recognized? Currently we do so with the name as it is written on the check or other documentation.

Question 2--How can we grow this matching gift relationship into funding through the company or corporate foundation? We'd like to say something along the lines of "You already support us through your matching gift program. Can we interest you in greater support? Here's the marketing you can expect as a result of a gift at x level."

Thanks for your help!

Jackie Liao:
    Answer 1: For matching gifts, we prefer the acknowledgement to be "Starbucks Partner Giving Programs" as it is the generous spirit of our employees we are supporting.

Answer 2: The matching gifts programs support the passion and interests of our employees and are not always linked with the focus areas of our funding. In the local communities where we have stores, we are interested in supporting youth taking action addresing issues in their own communities. Organizations that share the same interests may be eligible for corporate support.

Peter Panepento (Moderator):
    Before we close, I'd like to also point out that we have more information and advice on corporate giving in our new podcast, Philanthropy This Week. You can check it out here: http://philanthropy.com/media/audio/philanthropythisweek/

Peter Panepento (Moderator):
    Also, please join us next Tuesday, July 7, at noon Eastern time, to discuss how to create an effective monthly electronic giving program at your organization. You can access that discussion here: http://philanthropy.com/live/2009/07/advice/

Question from Jane, a national non-profit:
    Are the 'check-out' (customers asked to make a donation at check-out)appealing to corporations? In your experience, are these programs initiate by employees or through proposals from non-profits?

Rodney Hines:
    Because of the operational complexity of administering such programs, we don't often have programs that solict contributions from our customers. We are more likely to creatively look for awareness building opportunities in partnership with organizations we have a history of supporting. For instance, Starbucks may announce an additional contribution we'll make ro an organization with each purchase of a particular product.

Peter Panepento (Moderator):
    We are now out of time.

Peter Panepento (Moderator):
    I'd like to thank our panel of guests for taking the time to answer questions today. Each of them brought a useful perspective to this timely topic.

Peter Panepento (Moderator):
    Thanks for joining us. I hope you'll make time to participate in our discussion next Tuesday -- and to check out our archived transcripts at http://philanthropy.com/live. Thanks again.