Philip Morris Companies, Inc.
When the Philip Morris Companies, Inc. reached its 35th year of arts grantmaking, wanting to mark the occasion with a special program, they engaged WolfBrown to design and manage a round of anniversary grants — a one-time "Arts Celebration Initiative" — that would focus on audience development. Working closely with the corporate giving staff, the consultants drafted program guidelines, created promotional and application materials, developed a database of prior grantees, issued invitations to apply to those grantees, reviewed the applications and related materials they submitted, and finally, developed a roster of projects which they recommended to Philip Morris for final approval. More than 30 received funding either to develop new audiences using innovative means, to diversify the audience for arts, or to strengthen the relationship between arts organizations and their home communities.