New research commissioned by the Benefact Group, parent company of Ecclesiastical Insurance, examines the impact of business-charity partnerships that extend beyond surface-level projects to achieve long-term benefits for society, the economy, and the environment.
The report identifies short-term initiatives and misaligned values as obstacles that prevent businesses and charities from realising the potential of their partnerships.
Developed with FTI Consulting, Shoosmiths, and Pilotlight, the report is a product of Pro Bono Economics’ consultations with multiple charities, businesses, and intermediary organisations to understand the benefits and challenges of cross-sector partnerships.
The findings suggest that when businesses and charities are aligned by a shared purpose, they are better positioned to drive systemic changes that deliver social benefits.
The report highlights several key challenges and findings for effective partnerships. While some partnerships thrive, others are hampered by power imbalances, short-term outlooks, and misaligned objectives.
The report also advises against "cookie-cutter" partnerships, which often lack depth and fail to deliver substantial outcomes.
It suggests that partnerships centred around a shared purpose are more likely to succeed and adapt over time. Examples of these successful partnerships include those with a thematic, local, or personal focus, where both sides are fully committed to the initiative.
Additionally, businesses see internal benefits, as employees engaged in volunteering report enhanced skills, increased engagement, and improved health. Organisations also note reduced absenteeism, productivity gains, and reputational value from these partnerships.
The report outlines four main areas for developing successful partnerships: establishing a shared purpose, maintaining open two-way communication, setting structured goals and strategies, and focusing on long-term collaboration.
Examples of effective partnerships include Benefact Group’s work with the Gloucestershire Deaf Association, a thematic initiative supporting the Deaf community; Strand Palace Hotel’s collaboration with Only a Pavement Away to assist people facing homelessness with job placements in hospitality; and Octopus Group’s alliance with Thames21 to clean London’s rivers and support sustainability efforts.
Benefact Group’s group impact director, Chris Pitt (pictured above), commented that successful partnerships go beyond financial contributions to build resilient and effective relationships with charities.
“For us, the business benefits of these kinds of partnerships are manifold – increased awareness of societal issues, learning opportunities from charities that are specialists in their fields, and more engaged colleagues thanks to meaningful volunteering opportunities,” he said.
He encouraged businesses to explore the report’s practical recommendations for strengthening partnerships that ultimately benefit society.
Matt Whittaker, CEO of Pro Bono Economics, also noted that while successful business-charity partnerships can change lives, many fall short.
Short-term partnerships, he argued, often result in superficial relationships where organisations are pitted against one another in “beauty parades” for funding, and some charities create activities for corporate volunteers solely to secure funding.
"By committing to long-term, meaningful collaboration that is underpinned by open communication and clear strategic alignment, businesses and charities can create value not just for themselves but for society as a whole,” Whittaker said. “Getting there requires going beyond cookie cutter approaches, but it doesn’t have to be complicated.”
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