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Latin American firms are moving from narrow philanthropy to broader engagement with development priorities. We examine this shift with data from Alianzas, a development programme promoting private contributions to health and education in Guatemala. We use Solomon’s (2010) dimensions of proliferation, professionalisation, and partnering to compare firms’ pre-Alianzas efforts with programme activities. Both firms with established and new philanthropic programmes engaged with Alianzas (proliferation). Most participants were willing to steer efforts towards public priorities (professionalisation) and collaborate with government (partnering). Given chronic underfunding of health and education priorities in Guatemala, we suggest that private contributions to public programmes be institutionalised.

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