‘Incredibly resilient’: Corporate-NGO tie-ups switch from ‘tactical’ to ‘problem solving’
New data suggests modern corporate-NGO partnerships are increasingly driven by “strategic alignment and long-term impact” in a bid to get closer to communities.
Increasing instability related to the cost-of-living crisis and global conflicts in Israel-Gaza and Ukraine has led to brands and charities engaging in “deeper, problem-solving partnerships” to get closer to communities, new data reveals.
According to C&E Advisory’s 2024 Corporate-Non-Profit Partnership Barometer, 57% of corporates and 45% of non-profits cited deeper problem solving as a reason for collaborating, with the research finding “strategic alignment and long-term impact” are key to modern partnerships.
The survey of 122 companies and non-profits found 35% of corporates and 32% of charities also aspire to reach a level of engagement where they are solving deeper problems.
Access to information from non-profits is important to 67% of corporates, a figure up 30% on last year, as brands seek to use this insight to improve their practice. Access to contacts is a key driver to partner for 63% of non-profits.
