A new goal for corporate giving to higher education has emerged. It is to increase the amount of giving to the institution each year by at least the amount of inflation. Both inflation and dangerous demographics will threaten higher education excessively in the coming decade. The demographic picture will vary greatly by geographic region, and the effects will be experienced unevenly. A consistent supply of private funds may be the "best guarantee of continued autonomy for all of higher education and of high quality," according to the Carnegie Council on Policy Studies in Higher Education, but private giving is only one of a number of areas the institution must address. Inflation has been so destructive in the recent past that there has been almost no progress, in real dollars, in the buying power of voluntary support. Furthermore, per pupil spending has had to be reduced considerably, threatening educational quality. Corporations are encouraged to not only increase their contributions to match inflation, but also to increase them by more than the inflation rate. (MSE)