Ambitious charity-corporate partnerships
Remarkable partnerships engaged Rogare to reconceptualise charity-corporate partnerships (CCPs) based on how ‘ambitious’ the partnership is.
We conceived of ambition in charity-corporate partnerships (CCPs) as:
A desire to create more value, for society and both partners, than is currently being created in, by or through existing partnerships.
The key here is that value is far more than simply the money that is raised. We applied the idea of value from previous academic research that identified four different types of value in CCPs:
Associational value – benefits derived simply by being in a partnership, e.g. credibility
Transferred resource value – the benefit a partner gets from receiving a particular resource
Interaction value – intangibles that derive from the processes of partners working together such as reputation, trust, learning, knowledge etc.
Synergistic value – value that emerges out of partners working together that they could not have created on their own, often resulting in major change at society level.
We also adapted previous academic work to show value is distributed on a collaboration continuum.
The project identified several potential barriers to creating more ambition and value in partnerships and then tested this in qualitative research with partnerships professionals in the charity and corporate sector. Some of the main barriers are:
Mismatch on why companies and charities partner
Lack of knowledge about partnerships
Organisational support for more ambitious partnerships
One of its key insights is that the term corporate ‘fundraiser’ may genuinely be obsolete, and that ‘value-raiser’ is a more relevant term since, according to our conception of ambition, it is the job partnership professionals, on both sides, to raise more value, and money is just one type of value that is available, and it may not always be the most important one.
There are three outputs from the project.
The Value of Ambition – contains a full literature review and reconceptualises ambition in CCPs as outlined above.
Pulling up the Anchors – is the full report of the qualitative research.
Anchors Aweigh – is full final report (available from the Remarkable Partnerships website) that combines relevant elements from the previous two papers, along with recommendations about how to overcome barriers to ambition.
How to read the reports
Obviously, you should start with the final report, Anchors Aweigh. If you want to delve into some of the deeper academic work on which this reconceptualization was based, then go to The Value of Ambition. You’ll probably only need to read Pulling Up the Anchors if you’re a real completist, but it’s here if anyone does need it.
Download the final report, Anchors Aweigh, written by Remarkable Partnerships Jonathan Andrews and Rogare’s Ian MacQuillin, available from the Remarkable Partnerships website.
Download The Value of Ambition, by Ian MacQuillin, the initial conceptualisation for the project, containing the full literature review.
Download Pulling up the Anchors, the full findings from the qualitative research phase.