While a wealthy individual may choose to give money and remain anonymous, a corporation will want its name attached. The public relations aspect of funding a good cause is a plus for the company, and its concern is focused, in part, on its public image. Companies often sponsor events such as golf tournaments or bikeathons that can help them feature their products or their name in conjunction with your cause and/or organization. Corporations tend to support causes related to health and human services and education. Studies show that the biggest corporate givers are typically pharmaceutical companies.

One of the biggest problems you'll face in trying to get donations or sponsorship from a corporation is finding the right person to talk to. Often, you'll make a strong appeal to an executive who has no real decision-making power. He will then need to take it through channels to a series of other executives who will then convene with more executives who will forward it to yet more executives, and so on. By the time your appeal for funding reaches the right channel, the cause may be miscommunicated, as in the old game telephone. (“It wasn't to help save Crystal Gayle; it was to help save a whale!”)

To avoid this difficulty, inquire about a corporation's guidelines for grant applications. Sometimes this information is readily accessible on a company's website. Again, the Foundation Center (www.fdncenter.org) is a great place to start. Bear in mind that corporations — just like individuals — are vulnerable to economic downturns. At a time when there is concern about a recession, corporations may find it prudent to give less than in previous years.