Giving in Alaska: soft hearts and hard heads in tough times.

• Author: Shafer, Geri
• Position: Alaskan corporations' giving programs

The words of Stephen Chaudet, director of public affairs for Lockheed Corporation, are just as true today as when he spoke them a decade ago. As federal, state and municipal support for non-profits dwindle, businesses around the country are faced with difficult decisions about their corporate giving programs. Alaska's businesses are no exception.

Corporate giving in the United States is big business. 1991 Giving USA reports that in 1990, corporations gave $5.9 billion to non-profits. While representing only 4.8 percent of total giving, corporate contributions are often the most visible evidence of a company's effort to serve the community. Usually, large companies with generous contributions budgets and available staff to manage them receive most of the attention, but businesses of every size provide support in a variety of ways. Many get little recognition, and many could use information and suggestions to make more effective giving decisions.

Also, most non-profits make it their business to study the giving habits of companies in their communities, but frequently contributors are not aware of the scope of corporate giving in their communities. Often, the information is not readily available because companies fear that publicity will result in a flood of requests or because their giving is so fragmented the total effect is not known or understood.

Alaska Survey Reports -- Changing Patterns

During a survey sponsored in part by Alaska Business Monthly, 148 companies in 27 industries identified their areas of interest and support, forms of contributions, decision making patterns and percentage of budget contributed to non-profits in 1990 and 1991.

While 70 percent reported the location of their business as Southcentral Alaska, many have branch offices in other regions and also provide additional support to non-profits in those communities. Companies located in other regions also contribute to non-profits outside of their own geographic area.

Support to non-profits changed considerably from 1990 to 1991. According to their responses, 81.1 percent of the companies contributed 1-5 percent of their annual budget to non-profits; in 1991 that figure dropped to 67.6 percent. In 1990, 33 percent of the companies gave 1-5 percent of their contributions to the arts; in 1991 companies contributed 27 percent. Of companies with overall giving levels of 1-5 percent in 1990, 7 percent reduced contributions to 1 percent or less in 1991.

When asked to...