Staff core to corporate partnerships

Fundraising | Celina Ribeiro | 11 Sep 2009

Winning over employees rather than just appealing to top brass, is critical to securing a corporate partnership, according to a new report.

Staff have been rated the top stakeholder at every stage of corporate partnerships by large companies in a new study produced by the Charities Aid Foundation in partnership with the Nottingham Business School. They polled 51 large companies about their corporate social responsibility (CSR) programmes.

Almost half (47 per cent) rated staff as the key player in corporate-charity partnerships, with just a fifth (19 per cent) believing the charities themselves are the most important factor.

Other findings showed that while the overall CSR strategy is still developed centrally at the majority of companies (78 per cent), nearly two-thirds of CSR professionals said that staff played the most important role in selecting a charity partner.

Russell Prior, CAF’s executive director of enterprise and philanthropy development, said: “Many charities think that corporate partnerships are out of their reach, but this isn’t the case.”

He said given the high value placed on staff engagement, if charities can appeal at staff level “they are much more likely to get through the door”.

Directory: Charities Aid Foundation
Who's Who: Celina Ribeiro

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