Report: Corporate Giving, Business Needs Aligned

New York, NY, August 2, 2007--Corporate giving will be more aligned with business needs this year, according to a report released today by The Conference Board.

The report is based on a survey of 50 North American companies .

Seventy-seven percent of the companies surveyed cited aligning more closely with business needs as the single most critical factor affecting their corporation's giving.

Other factors critical to corporate giving practices are limits on budgetary resources (58%); directions from the CEO and/or the board (45%); and strengthening the brand (45%).

The three top management priorities are the relationship to the broader corporate citizenship agenda (72%); measurements of results and outcomes (63%); and volunteerism (61%).

The challenge of instituting global giving was mentioned most frequently as the single biggest new issue to be addressed in 2007.

The size of the business presence in a foreign market is the most important factor in determining international giving priorities (39%). Humanitarian needs were second at 29%; and opportunity for business growth in local market was third at 24%.

Asia is receiving the bulk of the attention as companies devote more resources to giving abroad, with particular attention devoted to China. There is much less interest in Latin America, the Caribbean, and the Middle East.

The two biggest changes in corporate giving programs observed since 2006 are the greater alignment of giving programs with the business and cuts in budget and staff.

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