There are a few actors in the field of promoting private cultural financing in Serbia. Smart Collective has launched a forum of business leaders (http://www.fpl.rs/o_nama/clanice.46.html) while BCIF and the Chamber of Commerce are also launching similar initiatives (see chapter 1.3.3).
However, according to the latest research (Katalist and Trag, 2018: 23) culture is not among the four key areas of philanthropy in Serbia (public health, support to marginal communities, poverty reduction and education). Culture receives less than 3% of the total donations/sponsoring and heritage receives even less (0,5%.). There is no recent research about sponsoring policies by private companies and the extent of the financial flow within. Many companies are offering goods or services as sponsor’s contribution (marketing agencies their services for festivals; soda factories their goods for refreshments; airlines their tickets for guests, etc.). For example, Mokrin House, a private endeavour in North East Serbia, offers its premises for free to several NGOs and their projects such as Creative Mentorship (an innovative capacity building project in the cultural sector linking young cultural entrepreneurs with successful professionals from different fields).