The NGO Viewpoint

NGO-Corporate Partnerships

Emerging challenges

Challenge 1 : Greater expectations from NGOs

As the state withdraws and public goods get privatised, NGOs have greater responsibility to serve the interests of the poor. NGOs emerging as a powerful force for change which comes with increased expectations. NGOs need to be well resourced, efficient and credible to fulfill these expectations

Challenge 2 : Changing role of NGOs

NGOs need to evolve from sensitive deliverer of services at the micro level to :

Linking up micro issues with larger forces. Enabling people and communities to regain power.

NGOs have to also become forceful, evidence based advocates for the poor

Challenge 3 : Deepening of markets

Lets face it markets are here to stay! NGOs working with the poor must learn to understand and take advantage of markets.

NGOs have to become business-like to effectively serve the poor

Challenge 4 : Corporations ruling the world?

Corporate action penetrating all aspects of human livelihood. Corporations increasingly influencing all policies, some that affect the poor.

NGOs have no choice but to engage with corporations

Challenge 5 : Partnerships the way forward

In an increasingly interconnected and complex world, no one organisation or sector has all the answers Building win-win partnerships critical. Partnerships begin with shared activities where each partner seeks and gets something out of it.

NGOs must be ready and willing to build and maintain a whole range of alliances

Opportunities for NGOs

Opportunity 1 : Companies realise the need to be good

Corporate Social Responsibility no more a buzzword. Companies know that CSR is an important way to survive and grow but unsure how to put intent into practice.

NGOs can influence corporate behaviour like never before

Opportunity 2 : Improving corporate reputation

Surveys show that the reputation of companies in the eye of the public has never been lower. At the same time, NGOs seen as the most trustworthy agent to do good.

Companies need NGOs to enhance their reputation

Opportunity 3 : Companies are rich!

Companies undoubtedly have the money to give. They have many other resources that can add value to NGOs and communities they serve. Companies have what NGOs need!

What does this have to do with corporate partnerships?

Influencing companies
Get companies to look at CSR as : Not just what to do with profits but how they are made in the first place! Impact on all stakeholders, particularly the disadvantaged e.g. contract/casual labour, small suppliers, displaced communities etc.

Learning from companies

How to be more efficient and effective :

Improved systems (AT Kearney and Deepalaya) Staff development (McKinsey and Pratham)

Understanding markets and the commercial world :

Training/capacity building (Hindustan Lever and SEWA) Staff development

Resources from companies (1)

Money through :

Straight donations Cause-related marketing Payroll giving (CAFs Give As You Earn) Distributorships (Levers Shakti initiative) Direct employment of disadvantaged (Titan) Ancillarisation (Titan and IRDT)

Livelihoods by :

Resources from companies (2)

In-kind donations :

Space (Akanksha and various Mumbai companies) Facilities (TV channels and Deepalaya ads) Products

Selling to companies

Preferential purchases :

Kirloskar Oil Engines and various Pune companies with EDARCH Gap and NDPF

Building corporate partnerships some working rules

Who to contact?

Always try the CEO CSR is often CEOs Social Responsibility! Alternatively, contact person responsible for :

Community development (rare specimen) Corporate communications Human Resources.

People to avoid : head of finance, production and marketing!

It helps to

Be simple no jargon please! Be precise activities, outcome and timeframe Go beyond asking for a cheque Ensure transparency and accountability

But remember that

Social development is not a top company priority. Therefore, they : Give it low importance. Do not understand it. Prefer low risk, visible options Will look for quick, tangible returns. Will not easily become a long term, stable partner.