New research on what makes remarkable corporate partnerships with charities
Howard Lake | 11 October 2013 | News
Corporate partnerships consultancy Remarkable Partnerships has published a report on what makes corporate partnerships with charities successful. It is based on research by founder and Director Jonathan Andrews. He interviewed 14 people who work in corporate partnership roles in charities and corporate social responsibility roles with companies.
The report looks at different examples of what Andrews terms "remarkable partnerships", or corporate partnerships that have enjoyed outstanding success for both partners and often last longer.
Macmillan Cancer Support and Boots UK
He cites the relationship between Macmillan Cancer Support and Boots UK as one example. It is a "remarkable partnership" because they are delivering a service together. Boots pharmacists train to be ‘Boots Macmillan Information Pharmacists’ and offer information and support about cancer in their high street stores.
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This role recognises that not everyone wants to visit a hospital and it enables Macmillan to connect with people they might not otherwise reach and connect them to local support services in their community. The role was launched a year ago and 1,750 pharmacists have already chosen to take part, even though it is entirely voluntary and they do the professional development in their own time.
Innocent’s partnership with Age UK
Andrews also cites Innocent’s partnership with Age UK as a remarkable partnership.
This involves woolly hats appearing on top of smoothie bottles in supermarkets. For every bottle sold Innocent donate 25p to help keep older people warm in winter.
"This partnership is remarkable because it jumps off the shelf and grabs our attention, inspiring us to purchase, smile and care" explains Andrews.
He adds that it looks and feels so different that the media pays more attention and people talk about it ensuring the message spreads and reaches a much wider audience.
In addition, it is the beneficiaries (older people) who are also the people responsible for knitting most of the hats.
This year Innocent and Age UK are aiming to knit one million hats to go on top of smoothie bottles, which will raise a staggering £250,000.
Why the research?
Jonathan Andrews explained why he conducted the interviews. He said: "I undertook this research for two reasons. First, there are some stunning examples of charities and companies partnering together in a remarkable way and I wanted to celebrate the huge impact they are making together.
"Secondly, I know that some charities and companies partner in a very average way, or not at all, and I believe that remarkable partnerships can provide them with inspiration, because they show them how to achieve extraordinary results.”
Seven ways to create remarkable corporate partnerships
The report identifies seven ways to create remarkable partnerships:
1. Gain inspiration from other partnerships
2. Understand your audience
3. Focus on prospects where there is a good fit
4. Take calculated risks
5. Inspire your prospects
6. Involve the whole organisation
7. Create them together
Seven ways to sustain remarkable corporate partnerships
It also shares seven ways to sustain remarkable partnerships, which are:
1. Involve senior people
2. Have a goal that’s more than just money
3. It takes hard work
4. Look for ways to evolve the partnership
5. Demonstrate success
6. Have an open and honest relationship
7. Manage your partnership in a professional way
Andrews previously led corporate teams at Action for Children, Age Concern and Alzheimer’s Society. He set up Remarkable Partnerships earlier this year.
He concludes from this research that "remarkable partnerships take more effort, insight, inspiration, bravery and collaboration, but the extraordinary results they deliver make them worthwhile".
A copy of How to create Remarkable Partnerships can be downloaded at no charge by registering at his website.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.