In January 2009, every day brought another piece of discouraging economic news: Rising unemployment. New stock market lows. More layoffs. Retailer liquidations. Urgent company requests for government stimulus money. The recession has created a radical shift in traditional fundraising. The shift is due to a simple case of supply and demand. Faced with declining assets and profits, many foundations and corporations have had to trim their philanthropic budgets--at the very time that educational institutions (and thousands of other nonprofit organizations) are seeking more dollars to fill the void left by the recession. As a result, companies and foundations have been flooded with funding proposals. It's no surprise then that philanthropic organizations have had to become increasingly selective in who they talk to and what they fund. Their demands are ever more specific--and can vary widely, not just from foundation to foundation, but also from year to year within a single organization, especially if there has been a change in leadership and/or asset value. This article discusses how corporate and foundation relations professionals grapple with the new normal.