Corporate partnerships increasingly important for both sides, report shows
Melanie May | 18 September 2019 | News
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 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 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%).
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.
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About Melanie May
Melanie May is a journalist and copywriter specialising in writing both for and about the charity and marketing services sectors since 2001. She can be reached via thepurplepim.com.