# Corporate partnerships increasingly important for both sides, report shows

- Link: https://fundraising.co.uk/2019/09/18/corporate-partnerships-increasingly-important-for-both-sides-report-shows/
- Published: 2019-09-18T09:35:19+01:00
- Author: Melanie May

**Corporate partnerships will become increasingly important in the future with Macmillan
and Boots having the most admired corporate partnerships this year, according to
consultancy firm C&E Advisory’s 10th annual Corporate-NGO Partnerships Barometer
2019.**

The Boots UK – [Macmillan Cancer Support](https://www.macmillan.org.uk) partnership
was praised by for its strategic fit, big impact, longevity, strong clear communications
and mutual benefit, with previous winner, the GSK – Save the Children partnership,
in second place this year, and Network Rail and Samaritans in the top three for 
the first time.

Overall, the [2019 Corporate-NGO Partnerships Barometer](https://www.candeadvisory.com/barometer)
shows that reputation and credibility remain top priorities for corporates, cited
by 91%, while financial support is the primary driver for NGOs, cited by 100%. Both
corporates (76%) and NGOs (79%) also rate innovation highly as a reason for partnering.
However, showing the biggest year on year increases were long-term stability and
impact for NGOs (up 19% on 2018 findings) and access to new markets for corporates,(
up 18%).

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There was widespread acknowledgement too of the positive influence an NGO can have
on its corporate partner, with around two-thirds of both NGOs and corporates agreeing
that partnerships have helped to change the practices of the latter for the better.

The Barometer also showed a continuing trend towards deeper, strategic partnerships
with a focus on problem solving, and a strong upswing (25% YoY) in NGOs acknowledging
the value of their corporate partners’ non-cash assets.

Overall, the vast majority – 94% of corporate respondents and 93% of those from 
NGOs – see the role of partnerships as becoming more or much more important over
the next three years, with over two-thirds of companies (67%) and 83% of NGOs expecting
to increase or significantly increase their investment in cross-sector partnering
over this time.

Pressure on companies to demonstrate societal considerations, leveraging each other’s
assets, brand enhancement & credibility are the likely key drivers.

Over 100 businesses and NGOs participated in the Barometer including BP, Barclays,
GSK, Big Issue Foundation, Marie Curie and Oxfam.

 * **[14 corporate partnerships benefitting good causes around the UK](https://fundraising.co.uk/2019/10/24/14-corporate-partnerships-benefitting-good-causes-uk/)**(
   24 October 2019)
 * **[From tree planting to Christmas present donations: corporate partnership round up](https://fundraising.co.uk/2019/12/20/from-tree-planting-to-christmas-present-donations-corporate-partnership-round-up/)**(
   20 December 2019)
 * **[From gaming to football: 8 ways organisations are supporting charities](https://fundraising.co.uk/2020/01/08/from-gaming-football-8-ways-organisations-supporting-charities/)**(
   8 January 2020)

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