2014 ACCP Trend ReportBudgeting & Forecasting

19%+10%

President’s Perspective

Thank you very much to those who participated in this year’s survey. Your time and efforts resulted in

ACCP receiving the best response rate since this report’s inception and allowed us to include data with

representation from more than 12 different industry sectors.

While much of the data collected indicates corporate philanthropy is maintaining a steady rate of recovery

from the recession and is relatively static, a trend did surface that companies are seeking greater returns

on limited charitable assets, requiring increased performance and expectations. One of the driving forces

behind this trend is the desire to align philanthropy to help tackle business problems. A second force is

the increased emphasis on greater stakeholder engagement, such as employee engagement.

In addition to this trend, there are also quite a few interesting highlights you will see in this report:

• 19% of companies plan to increase corporate contributions staff, while 77% plan to maintain

current staffing levels.

• Cash giving is expected to see a slight decline while non-financial resources such as product

donations and volunteer efforts are increasing.

• Increasing exposure in new markets has become a more prevalent driver than in the past seeing an

8% increase over 2013 data.

• Maintaining and increasing an emphasis on measurement is a strong focus which is reflected by

90% of companies surveyed.

As with all of the resources and programming ACCP develops, we hope you find this report useful

as we move forward into 2014. Should you have any questions, please feel free to contact me at

mshamley@accprof.org or Melinda Bostwick, Vice President of Member Services, at melinda@accprof.org.

Warmest Regards,

Mark Shamley

President & CEO, ACCP

Survey Methodology & ParticipationThe ACCP Trend Report is unique in that it provides forward looking data collected by surveying

corporate contribution professionals about their plans, including their budgets, for the upcoming year.

The 2014 ACCP Trend Report is the sixth annual report and ACCP is excited to share this year’s survey

had the highest participation rate in the history of the report. In fact, participation increased 24% from

2013 to 2014. This latest version of the report also includes new data on topics such company size, staff

structure, and budget composition. This report is intended to provide corporate contribution professionals

with valuable benchmarking data and we hope you find it does so in a meaningful way.

84COMPANIESPARTICIPATED

24%PARTICIPATION INCREASE FROM 2013

TOTAL PARTICIPATION 2014

61

2010 2011 2012 2013 2014

59

63

68

84

1The ACCP 2014 Trend Report

TOTAL REVENUE OF COMPANIES SURVEYED

NUMBER OF EMPLOYEES AT COMPANIES SURVEYED

AVERAGE NUMBER OF TOTAL EMPLOYEES

58.5K MEDIAN NUMBER OF TOTAL EMPLOYEES

20K

Up to $4.9 (billion)

$5 to $14.9 (billion)

$15 to $29.9 (billion)

$30 to $54.9 (billion)

$55 or higher (billion)

2 The ACCP 2014 Trend Report

33%OF COMPANIESSURVEYED HAD ATOTAL REVENUE OF$5 TO $14.9 BILLION

21%

33%16%

15%

15%

TOTALREVENUE

TOTAL CONTRIBUTIONS AMONG COMPANIES

The majority of companies, 64%, reported their

total contributions budget will be less than $15

million in 2014. One third of companies plan

to contribute between $5 million and $14.9

million. It is interesting to note more companies

plan to contribute in the higher range of $25

million to $99.9 million than the mid-range of

$15 million to $24.9 million.

UP TO$4.9

(MILLION)$5 - $14.9(MILLION)

$15 - $24.9(MILLION)

$25 - $99.9(MILLION)

$100+(MILLION)

32.4%OF COMPANIES PLANTO CONTRIBUTEBETWEEN$5 MILLION AND$14.9 MILLION

31%

18.3%

32.4%

7%

11.3%

3The ACCP 2014 Trend Report

INDUSTRY REPRESENTATION

CHANGES TO CORPORATE CONTRIBUTIONS STAFF

Manufacturing

Food & Beverage

Banking, Finance & Insurance

Energy & Regulated Business

Retail Sales & Consumer Goods

Healthcare

Pharmaceuticals, Biotech & Medical Devices

Technology & Electronics

Transportation & Logistics

Hospitality, Lodging & Travel

Other

Aerospace & Defense

Petroleum & Chemical

The 2014 Trend Report represents a diverse mix of industries. The industries with the greatest

representation are Manufacturing; Food & Beverage; and Banking, Finance & Insurance.

17%

14%

13%

10%

7%

6%

6%

6%

6%

4%

4%

3%

3%

19%OF COMPANIESPLAN TO INCREASE

STAFFING

OF COMPANIES PLAN NO CHANGE TO STAFFING

OF COMPANIES PLAN TO DECREASE STAFFING

77%

4%

4 The ACCP 2014 Trend Report

CORPORATE CONTRIBUTIONS STAFF STRUCTURE

When survey respondents were asked what department they worked in, the most common responses were

Community Relations, followed closely by Corporate Social Responsibility. The next most common answers

were Foundation and Public Affairs. Most corporate contributions professionals work in departments

focused mainly on corporate contributions efforts, a positive indicator that more and more companies value

the field of corporate contributions as vital business function, deserving of its own place within the company.

Community Relations

CSR (Corporate Social Responsibility)

Foundation

Public Affairs

Communications

Government Relations

Legal

NUMBER OF EMPLOYEES IN DEPARTMENT

NUMBER OF EMPLOYEES WHO MANAGE FOUNDATION ACTIVITIES

30%

36%

12%

7%

11%

3%3%

1-2 1-23-4 3-45-7 5-78+ 8+ NA

18%

42%

21%20%

21%

10%

40%

6%

22%

5The ACCP 2014 Trend Report

DEPARTMENTWORKED IN

EXPECTED CHANGES TO CONTRIBUTIONS

While overall contributions levels remained somewhat static, companies reported they are 7% less

likely to decrease contributions levels than in 2013. Slight increases are planned for Cash (6%) and

Volunteer Contributions (7%).

2009 20142010 2011 20132012

16%

38%

12%

37%37% 38%

47%

55%

60%

52%

58% 58%

37%

7%

28%

11%5% 4%

Increase Maintain Decrease

Increase Maintain Decrease

‘12 ‘11 ‘11‘13 ‘12 ‘12‘14 ‘13 ‘13‘14 ‘14

PRODUCT CONTRIBUTIONS

CASHCONTRIBUTIONS

VOLUNTEEREFFORTS

6 The ACCP 2014 Trend Report

79%

21%

29%

42% 43%35%

67%

59% 57%

14%

68% 68%

53%56%

63%

30% 30%

36%

7%

11% 11%

3% 3% 2% 2%5%7%

10%3%

20% 20%

7%7%

SUPPORT OF CHARITABLE CAUSES

In 2014, companies plan to support a variety of charitable causes to a similar extent as in 2013. The most

notable changes are a 9% increase in the number of companies planning to support disaster relief and

a 7% decrease in the number planning to support environmental causes. For the first time, companies

were asked if they planned to support Military and Veterans causes and 46% stated they will in 2014.

The amount of funding each cause will receive in 2014 is very similar to 2013, with the top three funding

areas continuing to be Education, Health & Human Services, and Hunger & Nutrition.

Arts & Culture 57% 61%

Community Development 54% 50%

Disaster Relief 57% 66%

Environment 61% 54%

Education 88% 87%

Health & Human Services 73% 72%

Hunger & Nutrition 57% 52%

Military/Veterans n/a 46%

Workforce Development 34% 37%

Education 37% 40%

Health & Human Services 25% 31%

Hunger & Nutrition 19% 15%

Community Development 6% 4%

Environment 2% 4%

Disaster Relief 3% 3%

Arts & Culture 2% 1%

Military/Veterans n/a 1%

Workforce Development 6% 1%

2014GREATEST

PORTION OFBUDGET

CHARITABLE CAUSE 2013 2014

CHARITABLE CAUSE 2013 2014 INCREASE TO DISASTER RELIEF

DECREASE TO ENVIRONMENTAL CAUSES

STATED SUPPORTFOR MILITARY ANDVETERAN CAUSES

+9%

-7%

46%

7The ACCP 2014 Trend Report

40%

31%

15%

10%MORE COMPANIES

INCLUDING PRODUCT/IN-KIND

DONATIONS

2014 CHANGES TO CHARITABLE ALLOCATIONS

There is an emerging trend for 2014 for companies to increase allocations of non-financial resources. This

is demonstrated by 10% more companies planning to include product/in-kind donations in their

charitable allocations and 15% more companies including volunteer-related gifts. All other types of

charitable allocations remain fairly static.

PRODUCT/IN-KIND DONATIONS VOLUNTEER-RELATED GIVING

15%MORE COMPANIES

INCLUDING VOLUNTEER-RELATED GIFTS

2013 20132014 2014

46%

69%

56%

84%

8 The ACCP 2014 Trend Report

TOP FACTORS IN CONTRIBUTIONS DECISIONS

The top driving factors in companies’ decisions on where to dedicate the largest portion of their

corporate contributions in 2014 is very similar to 2013. Alignment to the company’s product or service

and corporate responsibility statement are once again ranking as the top two most influential

factors. Linking support of a charitable cause to solving a business challenge was a new factor

introduced this year and received strong support, ranking as the third most influential factor.

Other interesting numbers to note are that employee choice increased by 8%, illustrating the increasing

value companies place on employee input, and previous commitments decreased by 6%, further

illustrating a shift towards alignment with company objectives.

EMPLOYEECHOICE

2013 2014

6%

14%

SOLVES BUS. CHALLENGE

2013 2014

N/A

23%

ALIGNMENT WITH COMPANY

2013 2014

46%43%

CORP. SOCIALRESPONSIBILITY

2013 2014

60%58%

GEOGRAPHICLOCATION

2013 2014

22% 21%

PREVIOUSCOMMITMENTS

2013 2014

23%

17%

PREVIOUSEDUCATION

2013 2014

12%9%

9The ACCP 2014 Trend Report

BUSINESS INITIATIVES INFLUENCING CONTRIBUTIONS

CASH VS. IN-KIND CORPORATE CONTRIBUTIONS

The top three business initiatives with the greatest influence

in 2014 remained the same as 2013, company vision, mission

and goals; company image; and brand awareness. Exposure

to new markets, at 8%, had the greatest increase from

2013 to 2014.

A vital part of planning contribution budgets is determining

the composition of the budgets across several categories,

such as cash versus in-kind. On average, surveyed companies

are planning 83% of their budget for cash contributions and

17% for in-kind contributions.

Brand awareness 48% 51%

Cause branding 11% 17%

Company vision, mission, goals 89% 79%

Company image 73% 64%

Customer relations 41% 42%

Employee job satisfaction 45% 47%

Employee skill building (teamwork, problem-solving, etc.) 41% 35%

Exposure to new markets 23% 31%

Media coverage 17% 22%

Staff retention 33% 29%

BUSINESS INITIATIVES 2013 2014

8%INCREASE IN EXPOSURE TO

NEW MARKETS

CATEGORY

83%

17%

Cash Contributions In-kind Contributions

2014CASH VS.IN-KIND

10 The ACCP 2014 Trend Report

MEASURING IMPACT

The split of charitable contributions between corporate and

foundation varies widely. The average split is 64% corporate

contributions and 36% foundation grants. Although 71% of

companies do budget for a mix of contributions, the most

common split between corporate contributions and foundation

grants is 100% corporate and 0% foundation.

Of the percent of budget made up of corporate contributions,

50% of respondents are within the 75-100% range. 19% of our

respondents allocate between 0-24% from the company.

Measurement will continue to be a strong focus of

corporate contributions programs in 2014. 60% of

companies surveyed plan to increase measurement

efforts in 2014, an increase of 14% from 2013.

CORPORATE CONTRIBUTIONS VS. FOUNDATION GRANTS

90%OF COMPANIES WILL

MAINTAIN ORINCREASE EFFORTS

Increase Maintain Decrease No emphasis

2013

46% 45%

0% 9%

2014

60%

30%

0% 10%

2014AVERAGE

SPLIT

Corporate Foundation

36%

64%

11The ACCP 2014 Trend Report

INTERNATIONAL CONTRIBUTIONS

Surveyed companies which contribute internationally plan to do so in 2014 at rates very similar to

2013. The regions that will receive greatest increases in contributions are Central America and the

Caribbean, at 7%, and South Asia (including India), at 6%.

1

2

3

4

6

7

5

7%CONTRIBUTIONS

INCREASETO CENTRALAMERICA ANDTHE CARIBBEAN

8

9

10

6%CONTRIBUTIONS

INCREASETO SOUTH ASIA

North America (excluding the U.S.) 58% 38%

Central America and Caribbean 23% 30%

South America 33% 29%

West Europe 38% 36%

East Europe 23% 25%

Africa 33% 25%

Middle East 17% 13%

South Asia (including India) 33% 39%

East Asia (including China) 34% 36%

South Pacific (including Australia) 22% 25%

Not Applicable 36% 51%

WORLD REGIONS 2013 2014

13The ACCP 2014 Trend Report

The Association of Corporate Contributions Professionals (ACCP)

T: 843-216-3442 • E: mail@accprof.org

36%

84

46%

12%

31%7%

+8%

11%

20K

10%

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