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AHP Book Store Introduction An understanding of the motivations for corporate philanthropy is essential for resource development professionals seeking corporate support for their organizations' programs. Securing corporate support requires identifying corporations that may be in a position to support the organization, cultivating ongoing relationships with those corporations, and preparing proposals requesting corporate gift support. Resource development professionals also need to understand sponsorship and cause-related marketing and how they fit into the resource development program. That is why this topic is one of the fundamental educational programs offered by the Association for Healthcare Philanthropy Foundation and the Association for Healthcare Philanthropy (AHP). In this guide, you will find practical information on the motivations for corporate philanthropy and guidelines on cultivating corporate donors in order to receive philanthropic support. You also will find discussion of sponsorship and cause-related marketing and some guidelines for their use. The guide recapitulates material covered in "Corporate Solicitation" and points you to additional resources to help you gain yet more detailed knowledge of this subject. Learning objectives When you have completed studying this guide, you should be better prepared to:
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