Private sector fundraising

The thesis maps the principles of support of cultural projects and organizations from the private sector in the Czech Republic. It deals with the application of sponsorship and corporate philanthropy to the sphere of culture and the arts and its comparison with other spheres of corporate support. The objective of the thesis is to determine what motivates companies to give support, to identify the principles for the allocation of such support and finally to define the obstacles and problems hindering more private sector involvement in the area of culture. The thesis is based on surveys of marketing managers and company owners. Through the synthesis of the author?s own experience and research findings as described in the thesis, the thesis proposes a possible solution/departure point based on broader contexts with the aid of specialized literature and subsequent analysis