Attitudes are holding back the potential of fruitful relationships

Partnerships between charities and businesses are being held back by “cookie cutter” partnerships a new report has warned.

The report, A prosperous partnership: supporting better collaboration between charities and business by Pro Bono Economics, warns that short termism and misaligned values waste money and are holding back businesses and charities from fulfilling the impact of business-charity partnerships. 

The report draws on consultations with dozens of charities, businesses, and intermediary organisations to uncover the benefits and challenges of cross-sector collaboration.

The findings and case studies suggest that when businesses and charities are united by a genuine shared purpose, they can drive systemic change that benefits society. 

Its key findings say that despite the potential, not all partnerships thrive. The report warns against "cookie-cutter" partnerships, which often fail to deliver meaningful outcomes for either side.  

Matt Whittaker, CEO at Pro Bono Economics, said:  "Business-charity partnerships can – and do – change lives when done right. But too often they fall short of their potential.

“Short-term charity of the year efforts pit organisations against each other in beauty parades that are only skin deep, while some charities continue to invent work for corporate volunteers to secure the donations that accompany the activity.

“Ultimately effort is wasted, relationships break down and opportunities to make a difference are missed.   

"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.

“Getting there requires going beyond cookie cutter approaches, but it doesn’t have to be complicated. We’ve set out simple principles and practical steps designed to support more purposeful partnerships." 

Chris Pitt, impact director at Benefact Group, added:  “As the UK’s third largest corporate donor with a purpose to contribute to the greater good of society, giving has always been at the heart of what we do. But we understand that successful charity partnerships go beyond financial donations.

“Benefact Group works to build deeper relationships with charities by offering a range of support and resources to enable charities to become more resilient and successful, as well as offering workplace volunteering opportunities that meet charities’ needs.   

“As this report shows, the best business charity partnerships are defined by a shared purpose, clear goals and a long-term commitment on both sides. 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.

"We would urge all businesses to consider the report’s practical recommendations to drive better partnerships that will ultimately benefit society.”