As brands seek to win consumer loyalty with value-oriented and purposeful content, partnerships with international NGOs (INGOs) can be seen as an attractive route to achieve this. While it certainly can be a mutually beneficial relationship, such partnerships need to be more than a branding exercise to avoid consumer cynicism. Increasingly, brands are creating strategic connections, offering problem-solving solutions and adding value to INGOs.
Of course last year, the charity sector was compromised by safeguarding scandals which could have detrimentally impacted brand partnerships. However, in the C&E Advisory’s latest Corporate-NGO Partnerships Barometer (2018), the future is looking bright for corporate/INGO partnerships.
According to the report, “behaviour change and policy change are becoming more prominent as objectives for cross-sector partnering.” In this blog, I’ll show why video is one of the best ways to demonstrate the impact of such projects with examples to inspire your own content.
Results of the corporate/charity partnership report
From looking at the barometer report, long-term, deeper partnerships are the …