Individuals, Firms Share Art of Giving

It used to be kings and potentates who were big patrons of the arts, but in 20th century America private companies have found that supporting music and painting is good business.

Judith A. Jedlicka, president of the Business Committee for the Arts Inc., estimated that gifts and other corporate arrangements will amount to more than $1 billion by year’s end.

Still, most of the total $9 billion spent annually to support the arts in the U.S. comes from individual contributions.

The U.S. government, unlike many other countries, is less generous.

Congress gave the National Endowment for the Arts $98 million to spend in the year ended Sept. 30.

Spending by companies reduces earnings, but it saves on taxes, helps the corporate image and improves staff morale.

Individuals making donations also enjoy tax deductions.

Businesses help in two main ways, both tax-deductible.

Arts organizations prefer to get direct contributions, so their staff has the greatest freedom to decide on spending, but then businesses don’t receive direct credit for such projects.

Sponsorships and other arrangements may be more important, such as Texaco Inc.’s sponsorship of broadcasts by the Metropolitan Opera.