BETTER MANAGEMENT OF BUSINESS GIVING.

By Elliott G. Carr '60, JamesF. Morgan & Associates. New York:Hobbs, Dorman & Co., Inc., 1966. 114pp. $6.50.

This work is a scholarly revision by the authors of their report, originally prepared as a course requirement at Harvard Business School.

Recognizing the significance of the growth of philanthropy in the business sector of our society they have written a thorough and competent analysis of corporate programs and policies for giving. The newcomer to the field of fund-raising for institutions or welfare agencies will find this book exceedingly helpful to his understanding of business giving philosophy. And, .in fact, the veteran in these vineyards can bring his perspective into better focus. Of special value is the language of the work - the language of those making the decisions for their companies' philanthropy. The reader whose interests lie on either side of the fence will do . well to acquaint himself with the terminology of the trade.

Certain observations by the authors were of special interest to the reviewer and bear note by those concerned:'

United Funds conservatively tend to avoid responsibility for innovation. They are overly preoccupied with the status quo. Further, they are coming dangerously close to taking the heart out of giving as their increased use of impersonal quotas and formulas has brought them virtually to a system of voluntary taxation.

And regarding giving programs themselves, diverse decision-making and imaginative thinking must be present before corporate giving will represent an improvement over government administration of welfare.

Imaginative giving by business should not be restricted by the "fair share" principle. Leave that guideline to the government.

The authors have used the case study approach to their, work and have been welladvised in their selection of companies studied. The corporate "philanthropoids" freely quoted throughout are acknowledged deans of business giving. What the authors may not know in their absence of depth of experience in the marketplace of corporate philanthropy is that there is a woeful limit to the number of other companies to whom they might have gone for constructive study. Perhaps they have sensed what the experienced fund-raiser has already discovered; for they conclude that more of the nation's large firms must become more active participants and must assume positions of industry leadership if business giving is to move ahead significantly from its present plateau.

This book is recommended reading for both those in business who wish to bring better management to their corporate philanthropy and to those engaged in approaching business as prospective recipients.

Director of Development