Historically, they've gone after donations kind of hat in hand and they've realized that they've got to compete with these people.
As the advertising world becomes more cluttered, it makes a difference for them to stand out and really connect with the consumers. Sponsorship in the arts is a way to connect with the customers on more of an emotional and visceral level.
Arts programs have become a lot more savvy about packaging their opportunities. They've taken a cue from sports and that's been the driver.