Strategies for improving corporate philanthropy toward health care providers

The authors report the results of a survey examining corporate donation behavior relative to the health care industry. The findings suggest that, despite the poor economic conditions of recent years, companies have continued to make substantial contributions--particularly to the health care industry--and that the single most identifiable factor influencing the availability of funds in any given year was the company's expected earnings in that year. Additionally, the authors suggest criteria that influence whether a company donates to a particular organization as well as the expected benefits and methods of recognizing donations. Finally, they discuss preferred solicitation methods along with marketing implications for the health care industry.