CSR NGO Corp Partnership Dipalaya

7/27/2019 CSR NGO Corp Partnership Dipalaya

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The NGO Viewpoint

NGO-CorporatePartnerships



Emerging challenges



Challenge 1 :

Greater expectations from NGOs

As the state withdraws and public goods getprivatised, NGOs have greater responsibilityto serve the interests of the poor.

NGOs emerging as a powerful force forchange which comes with increasedexpectations.

NGOs need to be well resourced, efficientand 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

Let’s face it – markets are here to stay!

NGOs working with the poor must learn tounderstand 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 complexworld, no one organisation or sector has all the

answers Building win-win partnerships critical.

Partnerships begin with shared activities where eachpartner seeks and gets something out of it.

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



Opportunities for NGOs



Opportunity 1 :

Companies realise the need to be good

Corporate Social Responsibility no more abuzzword.

Companies know that CSR is an importantway to survive and grow but unsure how toput intent into practice.

NGOs can influence corporate behaviourlike never before



Opportunity 2 :

Improving corporate reputation

Surveys show that the reputation ofcompanies in the eye of the public has neverbeen lower.

At the same time, NGOs seen as the mosttrustworthy agent to do good.

Companies need NGOs to enhance theirreputation



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 withcorporate partnerships?



Influencing companies

Get companies to look at CSR as :

Not just what to do with profits but how theyare 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 andSEWA)

– Staff development



Resources from companies (1)

Money through :

– Straight donations – Cause-related marketing

– Payroll giving (CAF’s Give As You Earn)

– Distributorships (Lever’s Shakti initiative)

Livelihoods by : – Direct employment of disadvantaged (Titan)

– Ancillarisation (Titan and IRDT)



Resources from companies (2)

In-kind donations :

– Space (Akanksha and various Mumbaicompanies)

– Facilities (TV channels and Deepalaya ads)

– Products



Selling to companies

Preferential purchases :

– Kirloskar Oil Engines and various Punecompanies with EDARCH

– Gap and NDPF



Building corporate partnerships – some working rules



Who to contact?

Always try the CEO – CSR is often CEO’s

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 andtimeframe

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.

Documents

CSR NGO Corp Partnership Dipalaya