CSO Partners in collaboration with CII conducted a CSR Online Educational Series exclusively for NGOs. This is the second presentation in the series It covers the following topic - Opportunities and Challenges of Partnership - Selection of Partners and Cause Alignment - Building and Managing Effective Partnership - Case Example

1. Corporate NGO Partnership

2. Context
Partnering with corporate bodies
Opportunities and challenges of partnership
Building and managing effective partnership
Case examples

3. Context

4. Context

5. Context
Partnering with corporate bodies
Opportunities and challenges of partnership
Building and managing effective partnership
Case examples

6. Evolving motivation
Collaboration levelCollaboration level
Impact levelImpact level

7. Characteristics of engagements
Network Alliance Collaboration Partnership
Level of
involvement
Coordination Cooperation Participation Co-ownership
Interdependence
* ** *** ****
Formal structure
* ** *** ****
Defined Process
* ** *** ****

8. Categories of Business-NGO
Partnership

9. Context
Partnering with corporate bodies
Opportunities and challenges of partnership
Building and managing effective partnership
Case examples

10. Opportunities – NGOs perspective

11. Opportunities – businesses’
perspective

12. Challenges for Business-NGO
partnership

13. Donor-recipient satisfaction

14. Donor feedback and communication

15. Impact measurement is important
but difficult and expensive

16. NGOs’ performance as perceived by
HNWIs

17. Impact and effective
communication to determine choice

18. Donors believe there are several
ways to enhance impact

19. NGOs believe there are several
ways to enhance impact

20. Context
Partnering with corporate bodies
Opportunities and challenges of partnership
Building and managing effective partnership
Case examples

21. Partnership development

22. Attributes of partnership
• Trust and confidentiality
• Accountability
• Shared vision and common interest
• Mutual respect
• Transparency
• Empathy
• Agreed upon realistic mandate and scope

23. Points to be considered during
partner selection
• Initial exploration & assessment
– Understand company’s business and social goal
– Assess companies performance in terms of
responsible business
– Identify company’s core competency that will
contribute to partnership
– Assess the company’s commitment
– Identify the benefits sought by the company

24. Points to be considered during
partner selection
• Partner selection
– Shows respect for the NGO’s values, initiatives, and
competencies
– Values transparent communication
– Views NGO as an equal partners
– Alignment of corporate objectives with NGO
objectives - cause alignment

25. Causes companies can invest
in as per the Act
MCA has informed High Court that Schedule VII to include promoting healthcare including preventive healthcare. This would encompass the
entire health care area, including the treatment of diseases, etc,

26. Schedule VII

27. Schedule VII

28. Tips for successful partnership
development
• Enhance visibility among the corporate sector
– Have a website
– Virtual presence in social media
• Facebook, twitter, etc
– Niche sites – Propoor, NGO Marketplace,
– Retail donation platform
• Give India
• United Way
• Global Giving
• CDRN (for disaster)

29. Tips for partnership development
• Networking with the sector to build trust
– Presence in appropriate forum and conference
– Online networking (NGO Marketplace, Ammado, etc)
– Relationship building with corporates
• Targeting corporate
– Top 200 companies that make up 39% of the total
CSR investment of Rs.15,000 – 18,000 Crore
– Corporate houses having presence at the local level
– Scan the CSR policies and take a targeted approach

30. Tips for partnership development
• Develop appropriate programmes
– Programmes that have well defined activities along
with clearly stated impact (preferably short term
impact)
– Productization of the programme in keeping with the
1 year cycle mentioned in the Act
– Develop programme package relevant to your goal,
expertise, and passion and not follow the market
trend
• Do not rely solely on corporate funding

31. Tips for partnership development
• Establish credibility preferably through third party
accreditation

32. Establishing credibility

33. Elements of partnership agreement

34. Elements of partnership agreement

35. Elements of partnership agreement

36. Context
Partnering with corporate bodies
Opportunities and challenges of partnership
Building and managing effective partnership
Case examples

37. Reconceiving products and market
• The Naandi Foundation and GAIN were working
together to deliver the mid-day meals program to
children in Andhra Pradesh and faced challenges
fortifying the meals with iron.
• Britannia develop a tasty biscuit that was
distributed across the state of Andhra Pradesh
• Following this pilot, Britannia launched on the mass
market as “Tiger” biscuits and simultaneously ran a
nutrition awareness campaign with GAIN.
Source: Forbes India : The Good Company

38. Bhavishya alliance
• The Bhavishya Alliance was established in 2006 by
The Synergos Institute, Unilever and UNICEF as a
non profit organization to tackle the challenge of
child under nutrition
• Between 2006 and 2012, Bhavishya served as a rare
opportunity for those in corporate, government
and civil society sectors who are committed to
reducing under nutrition to plan and implement a
series of innovative pilot projects in target areas of
Maharashtra

39. Project Shakti
• Started on 2000 with the aim to increase HUL’s
rural distribution reach as well as provide rural
women with income generating activities
• Involved training female entrepreneurs who live in
rural india and sell products of HUL to village
markets
• Average sales of Rs. 10,000-15,000 per month and a
profit of Rs. 1,000/month
• HUL works through SHGs. There are about 45,000
Shakti Ammas across 15 states in India
Source: HUL Website

40. Redefining productivity in the
value chain
• Coca-Cola India had fortified low-cost beverage
Vitingo, which delivers iron, folic acid, vitamin A,
vitamin C, and zinc
• Coca-Cola partnered with the NGO Bharat
Integrated Social Welfare Agency (BISWA) in 2009
to launch an awareness problem on micro-nutrient
malnutrition among poor populations
• Coca-Cola was thus able to more effectively reach
these customers and combat malnutrition
Source: Forbes India : The Good Company