Fifth Avenue

May 5, 2009, — Anyone who scowled in 2008 when the New York Public Library announced that it would rename its historic Beaux Arts building on Fifth Avenue the Stephen A. Schwarzman building and chisel his name into it five times to mark his $100 million pledge, might have smiled at the news last week: The Chronicle of Philanthropy reported that anonymous giving is soaring. In this re-calibrated world, it seems, some big givers no longer want such notoriety.

Some 150 yoga fanatics, mats in hand, gathered in the second-floor atrium of the Museum of Modern Art one recent Saturday morning. They were there to “Put the oM in MoMA,” as the invitation read.

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