Examining the Influence of the Individual in Arts Sponsorship Decisions

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Abstract
Support from the corporate sector is an important revenue source for many nonprofit organizations. In this article, we consider individual-level influence within the decision-making processes of companies as they make decisions concerning nonprofit arts sponsorship. These decisions have often been linked to the influence of a single high-level executive, and the research contained here seeks to better understand the role of the individual in influencing these decisions. Through qualitative multiple-case research the authors find that a single individual, termed the advocate, is in fact influential. Furthermore, the advocate is determined not by their title or official ranking but by their possession of expert power, a combination of knowledge and the belief of others in that knowledge. In addition, how individuals influence these decisions relates to their application not of gut instinct, but of informed intuition. The article closes in suggesting new perspectives that will assist in better understanding this role.

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