Feeling good

Partnerships between companies and charities have rarely been more centre stage. The motivations for such partnerships are clear.

According to a 2013 poll of 120 leading companies and NGOs by C&E Advisory, enhancing brand or corporate reputation and credibility is (with a score of 91%) by far the most important reason listed by business respondents as to why they chose to partner with charities; whilst 100% of charity respondents list access to resources as the most important reason for partnering with companies. These core drivers reflect the increasing importance of brand and trust attributes as imperatives for business success – and the financial constraints facing charities.

So significant are the above and other important drivers that two-thirds of business and 86% of charity respondents expect their investments in cross-sector partnering to increase over the next three years.

Through their brand and mission-led collaboration launched in 2009, Macmillan and Boots bring information about living with cancer to the UK's local high streets, regional communities, and online. Boots customers can get general information about cancer from stores, and be signposted to Macmillan where they can find out more about the breadth of vital services provided by Macmillan, including practical, medical, financial and emotional support. Employees are heavily involved in providing expertise, as well as in fundraising for Macmillan. The partnership underpins the company’s feel-good proposition, whilst opening a high value route to market for the charity.

The partnership won the acclaim of second Most Admired Partnership in the 2013 C&E Advisory poll of 120 leading companies and NGOs. Clearly, others can learn from the success of this partnership. And that success stems from the great fit between two highly respected brands on an issue that resonates well with customers and meets real need, a credible and bold joint ambition between the partners, and effective execution, including through highly-focused employee engagement.

Boots UK is the UK’s most trusted pharmacy brand, with a fantastic heritage and reputation built on the contribution they have made to the nation's health over a century and a half. Their purpose is to help customers to look and feel better than they ever thought possible and they are committed to providing exceptional customer and patient care, whatever the healthcare need. Their partnership with an equally respected charity brand and subject expert, with a positive outlook and a focus on excellence in cancer information and support fits naturally.

And when two such partners set out on a joint quest to improve the lives of everyone affected by cancer, their ambition feels not just bold and noble, but also credible. It galvanises action precisely because of the assets are capable of deploying.

Additionally, effective execution has been key to success. Together Boots UK and Macmillan Cancer Support have trained over 1,800 Boots Macmillan Information Pharmacists. These are Boots UK pharmacists who have volunteered to receive bespoke training to support people affected by cancer. In addition, the company’s No7 beauty consultants have been trained as Boots Macmillan Beauty Advisors, enabling them to support women living with the visible side effects of cancer treatment. It matters to Boots UK that all customers can look and feel their best. Working with Macmillan has enabled them to deliver this for people living with cancer and make their health and beauty offer more widely accessible.

The concept of purpose-led growth, is becoming prominent on the agenda of companies and brands. Cross-sector partnerships can have a vital role to play in securing feel-good results for companies, charities, customers and beneficiaries – but only if they are well conceived and effectively executed can they achieve their potential.

The C&E Corporate-NGO Partnerships Barometer report is available for download at www.candeadvisory/barometer. It is the fourth in an annual series of practitioner-led studies. Manny Amadi, MVO is CEO of C&E Advisory, a ‘business & society’ enterprise @mannyamadi.