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Partnerships between brands and charities are becoming increasingly strategic, as both parties focus their attention on developing fewer, more impactful tie-ups that are built on problem-solving, according to C&E Advisory’s 10th annual Corporate-NGO Partnerships Barometer. For NGOs that means partnerships are now about far more than a simple cash injection, while for businesses, pressure to demonstrate societal change is driving the shift. Indeed, 94% of businesses believe NGO partnerships will become more important over the next three years, up from 86% last year, as pressure increases to prove they are about more than driving profit. The vast majority of brands (89%) cite the need to sh... Full story

3 October