6 Steps to Being a Better Corporate Citizenship Partner

Nov 20, 2014 12:00 PM ET

Creating public-private partnerships in corporate citizenship is rarely easy. Scorecards, conference calls, memoranda of understanding, and that’s before you’ve even begun the actual project. So why are CSR professionals seeking more partners, further collaboration, and more strategic alignment?One of the biggest reasons is because stakeholders, especially consumers, are noticing who your partners are and examining the details of your work together. A 2010 Nonprofit Marketing Trend Tracker survey found that 60 percent of respondents indicated that they actively seek partnership details before supporting a cause and 75 percent of American consumers reported that they wanted to hear about the results of a corporate citizenship partnership, including the effect on the social issue or money raised for the cause.

In planning these partnerships, the biggest prerequisite – no matter where a partnership falls on the collaboration continuum – is that there needs to be a good fit between the cause and the business. In line with previous research, they found that high company-cause fit improves attitude towards the company-cause partnership and increases purchase intent of the company’s product.

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