Rise Issue 8 September 2009
the changing nature of business and NGO partnerships A great partnership is the key ingredient for a
Fielder,
another in accomplishing an agreed outcome,”
successful business – just ask William Hewlett
for example, implemented their Daily Bread
says Jude. “In an ideal world we would have
and David Packard of the famous printing
Programme to help bolster the number of parcels
a facilitator between the business and charity
company Hewlett-Packard.
at some food banks. After researching food
sector that can identify the opportunities and
Food
manufacturer
Goodman
Partnerships come in many forms, for many
bank demand, they arranged a daily delivery of
assist in making them reality. This could apply to
different purposes, across many spectrums.
bread so that families in need would have fresh
any industry that has a consumer offering.”
non-government organisations (NGOs) and
bread to eat – not just the standard tin-can types
In New Zealand, as well as worldwide,
for-profit businesses may at first seem an odd
of food donations. By identifying this need and
governments, businesses and non-profits do
couple: businesses focus on the bottom dollar,
increasing the volume of their production, they
successfully work together towards a common
were able to meet the food demands of City
goal. The New Zealand campaign against family
Mission and the Salvation Army.
violence is one example. The Ministry of Social
while charities work for something far less tangible. But by partnering up, businesses can connect with socially responsible consumers, and NGOs can secure funding without having to dust off their coffers first. “You don’t have the right to do business unless you enable the community.” It is this powerful statement that was the cornerstone of many business decisions in 1930s America says Jude Mannion, Founder and Chief Executive Officer of the Robin Hood Foundation. And it’s this philosophy that’s becoming more and more prevalent in modern-day New Zealand.
Fairfax Media was also able to make use of
Development, nonprofits such as anti-violence
their resources for the good of the community.
coalition Family Violence Clearinghouse, and
Their efficient printing systems went towards
businesses such as the Bank of New Zealand
helping children in low-decile kindergartens after
have joined forces to disseminate a consistent
they launched their First Books programme in
anti-violence message to the nation. Organisations are catching on to this type
2006 to provide books for kids to take home. on
of creative co-operation, and it’s spreading like
equipment that they already had to benefit
wildfire. “I believe we are going to see a new
society. It’s a trend that’s catching on, and
kind of social entrepreneurship emerge”, Jude
consumers, government and other businesses
says. “One where charities look to embrace
are taking notice.
ways they can move from the beggar bowl
These
two
businesses
capitalised
“Businesses, government and NGOs each
mentality and move towards having some
Social responsibility isn’t just a PR catch phrase
have something to bring to the table. They
for the ways companies do business. Using a
each have a different perspective and different
She uses past examples, such as Lance
great deal of creativity and collaboration with
resources that can be used to accomplish a
Armstrong yellow arm bands to promote
NGOs, many businesses are able to do good by
shared objective. It’s just a matter of sitting
cancer research, and Girl Guide biscuits to help
capitalising on their strengths and resources.
around a table and agreeing to support one
fund Girl Guiding New Zealand, to illustrate.
10 RISE: Issue 8 – September 2009
control over their own sustainability.”
RISE: Issue 8 – September 2009 11
Social responsibility isn’t just a PR catch phrase... Using a great deal of creativity and collaboration with NGOs, many businesses are able to do good by capitalising on their strengths and resources. While these are great examples of charities
Some businesses understand the inherent
creating independent funding, she thinks that
gains of social responsibility so well that they
in the future they will find even more inventive
don’t even expect accolades or praises to
“We really need to start seeing the benefits
ways of becoming self-sufficient – by tapping
come from their efforts. There are no visions
as not merely financial. When people become
into consumers’ heightened awareness of
of increased profits; no trying to win over
actively engaged in something they become
ethical business practice.
consumers – they contribute simply because it’s
so much more employable. The payment is
It makes sense that businesses and NGOs
the right thing to do. Jude, however, thinks that
important, but the payment isn’t the only
work together because one can benefit the
all businesses should be recognised for their
thing that people get out of [working and
other. For-profit businesses are learning through
philanthropic efforts, which is why the Robin
volunteering].”
research and anecdotal support that their consumers will support them if they can prove that they’re socially responsible. Robin Hood’s tagline, “Doing good is good for business”, summarises people’s interest in a business’s attention to social issues. Although historically there has been discussion over legislation demanding that businesses adhere to socially responsible standards, Jude believes that doing so restricts creativity. If businesses can come to their own conclusions on how
Hood Foundation created the annual Social Hero award. “We need to acknowledge companies doing well. We need to look at recognition and acknowledgement as a currency. Like profit as a currency, giving a business recognition for what it does for the social sector will inspire others to follow”, says Jude. Like Jude, Wellington City Council Advisor Roger Tweedy thinks the idea of currency, payment and gain must be redefined. Roger’s career has taken him to the private
had an incredible amount of learning and experience. To me, that’s a return”, he says.
However,
this
arguably
unconventional
definition may be hard to grasp for some NGOs. As Roger says, “Innovation is risk-taking. Entrepreneurship is risk-taking.” Businesses seem to grasp the concept of weighing the potential profits of taking an organisational risk, but it’s more difficult for charities to utilise the same principle. Roger thinks that NGOs can also learn how to manage their missions by paying close attention to how successful businesses operate.
to help charities, and help society as a whole,
sector and community voluntary sector, as well
He believes that it’s important for nonprofits to
they’re more likely to be creative and engaged.
as central and local government. His experience
stick closely to their mission, and to constantly
will
working with national and international social
hone the best way to do it. At the core of any
even switch brands based on a company’s
enterprise innovators has helped hone his
organisation’s purpose, of course, is a clear
proven support of a worthy cause. It’s obvious
outlook on helping nonprofits work to the best
definition of who the customer is – or in the
how
of their potential.
case of NGOs, those who are benefiting from
Businesses
charities
know
that
can
consumers
benefit
from
this
association – by being the first to approach businesses
associated
with
this
kind
In one project, he borrowed the financial
their efforts.
of
idea of ‘return on capital’ – but not in the
“Like businesses, NGOs have to make sure
philanthropy. Non-profits are seeing that they
conventional, monetary-based sense: “The
that they don’t lose their edge. It’s important
no longer have to take a passive role in funding
most recent thing I tried to do in Wellington,
that they stick to their mission and have a clear
their causes; they can actively seek opportunities
and I picked up the idea in Canada, was a youth
purpose for what they do. It often comes down
instead.
enterprise centre. I set out this centre for young
to organisational decisions and using the best
“Ten years ago, the idea of social responsibility
graduates just coming out of uni, who were
people suited to the work,” Roger says.
[in businesses] was marginal – now it’s
really struggling with trying to find their way,
mainstream. This idea goes beyond sustainability;
and were looking to set out business ideas.”
It seems that the unique perspectives of government, businesses and NGOs can work
businesses want to know right through their
“These students were looking to set up a
together for positive change. NGOs could
supply chain what the implications of their actions
company together, based on their friendship.
do well to find opportunities and potential in
are”, says Jude. “Mandating doing good is generally accepted as nowhere near as effective or innovative as incentivising it.” 12 RISE: Issue 8 – September 2009
It didn’t work, but rather than sitting at home on the dole, or going to work at McDonald’s – in trying to get something off the ground they
non-traditional means of funding. In challenging times, creative and innovative partners help each other survive – and even thrive.
Fielder,
another in accomplishing an agreed outcome,”
successful business – just ask William Hewlett
for example, implemented their Daily Bread
says Jude. “In an ideal world we would have
and David Packard of the famous printing
Programme to help bolster the number of parcels
a facilitator between the business and charity
company Hewlett-Packard.
at some food banks. After researching food
sector that can identify the opportunities and
Food
manufacturer
Goodman
Partnerships come in many forms, for many
bank demand, they arranged a daily delivery of
assist in making them reality. This could apply to
different purposes, across many spectrums.
bread so that families in need would have fresh
any industry that has a consumer offering.”
non-government organisations (NGOs) and
bread to eat – not just the standard tin-can types
In New Zealand, as well as worldwide,
for-profit businesses may at first seem an odd
of food donations. By identifying this need and
governments, businesses and non-profits do
couple: businesses focus on the bottom dollar,
increasing the volume of their production, they
successfully work together towards a common
were able to meet the food demands of City
goal. The New Zealand campaign against family
Mission and the Salvation Army.
violence is one example. The Ministry of Social
while charities work for something far less tangible. But by partnering up, businesses can connect with socially responsible consumers, and NGOs can secure funding without having to dust off their coffers first. “You don’t have the right to do business unless you enable the community.” It is this powerful statement that was the cornerstone of many business decisions in 1930s America says Jude Mannion, Founder and Chief Executive Officer of the Robin Hood Foundation. And it’s this philosophy that’s becoming more and more prevalent in modern-day New Zealand.
Fairfax Media was also able to make use of
Development, nonprofits such as anti-violence
their resources for the good of the community.
coalition Family Violence Clearinghouse, and
Their efficient printing systems went towards
businesses such as the Bank of New Zealand
helping children in low-decile kindergartens after
have joined forces to disseminate a consistent
they launched their First Books programme in
anti-violence message to the nation. Organisations are catching on to this type
2006 to provide books for kids to take home. on
of creative co-operation, and it’s spreading like
equipment that they already had to benefit
wildfire. “I believe we are going to see a new
society. It’s a trend that’s catching on, and
kind of social entrepreneurship emerge”, Jude
consumers, government and other businesses
says. “One where charities look to embrace
are taking notice.
ways they can move from the beggar bowl
These
two
businesses
capitalised
“Businesses, government and NGOs each
mentality and move towards having some
Social responsibility isn’t just a PR catch phrase
have something to bring to the table. They
for the ways companies do business. Using a
each have a different perspective and different
She uses past examples, such as Lance
great deal of creativity and collaboration with
resources that can be used to accomplish a
Armstrong yellow arm bands to promote
NGOs, many businesses are able to do good by
shared objective. It’s just a matter of sitting
cancer research, and Girl Guide biscuits to help
capitalising on their strengths and resources.
around a table and agreeing to support one
fund Girl Guiding New Zealand, to illustrate.
10 RISE: Issue 8 – September 2009
control over their own sustainability.”
RISE: Issue 8 – September 2009 11
Social responsibility isn’t just a PR catch phrase... Using a great deal of creativity and collaboration with NGOs, many businesses are able to do good by capitalising on their strengths and resources. While these are great examples of charities
Some businesses understand the inherent
creating independent funding, she thinks that
gains of social responsibility so well that they
in the future they will find even more inventive
don’t even expect accolades or praises to
“We really need to start seeing the benefits
ways of becoming self-sufficient – by tapping
come from their efforts. There are no visions
as not merely financial. When people become
into consumers’ heightened awareness of
of increased profits; no trying to win over
actively engaged in something they become
ethical business practice.
consumers – they contribute simply because it’s
so much more employable. The payment is
It makes sense that businesses and NGOs
the right thing to do. Jude, however, thinks that
important, but the payment isn’t the only
work together because one can benefit the
all businesses should be recognised for their
thing that people get out of [working and
other. For-profit businesses are learning through
philanthropic efforts, which is why the Robin
volunteering].”
research and anecdotal support that their consumers will support them if they can prove that they’re socially responsible. Robin Hood’s tagline, “Doing good is good for business”, summarises people’s interest in a business’s attention to social issues. Although historically there has been discussion over legislation demanding that businesses adhere to socially responsible standards, Jude believes that doing so restricts creativity. If businesses can come to their own conclusions on how
Hood Foundation created the annual Social Hero award. “We need to acknowledge companies doing well. We need to look at recognition and acknowledgement as a currency. Like profit as a currency, giving a business recognition for what it does for the social sector will inspire others to follow”, says Jude. Like Jude, Wellington City Council Advisor Roger Tweedy thinks the idea of currency, payment and gain must be redefined. Roger’s career has taken him to the private
had an incredible amount of learning and experience. To me, that’s a return”, he says.
However,
this
arguably
unconventional
definition may be hard to grasp for some NGOs. As Roger says, “Innovation is risk-taking. Entrepreneurship is risk-taking.” Businesses seem to grasp the concept of weighing the potential profits of taking an organisational risk, but it’s more difficult for charities to utilise the same principle. Roger thinks that NGOs can also learn how to manage their missions by paying close attention to how successful businesses operate.
to help charities, and help society as a whole,
sector and community voluntary sector, as well
He believes that it’s important for nonprofits to
they’re more likely to be creative and engaged.
as central and local government. His experience
stick closely to their mission, and to constantly
will
working with national and international social
hone the best way to do it. At the core of any
even switch brands based on a company’s
enterprise innovators has helped hone his
organisation’s purpose, of course, is a clear
proven support of a worthy cause. It’s obvious
outlook on helping nonprofits work to the best
definition of who the customer is – or in the
how
of their potential.
case of NGOs, those who are benefiting from
Businesses
charities
know
that
can
consumers
benefit
from
this
association – by being the first to approach businesses
associated
with
this
kind
In one project, he borrowed the financial
their efforts.
of
idea of ‘return on capital’ – but not in the
“Like businesses, NGOs have to make sure
philanthropy. Non-profits are seeing that they
conventional, monetary-based sense: “The
that they don’t lose their edge. It’s important
no longer have to take a passive role in funding
most recent thing I tried to do in Wellington,
that they stick to their mission and have a clear
their causes; they can actively seek opportunities
and I picked up the idea in Canada, was a youth
purpose for what they do. It often comes down
instead.
enterprise centre. I set out this centre for young
to organisational decisions and using the best
“Ten years ago, the idea of social responsibility
graduates just coming out of uni, who were
people suited to the work,” Roger says.
[in businesses] was marginal – now it’s
really struggling with trying to find their way,
mainstream. This idea goes beyond sustainability;
and were looking to set out business ideas.”
It seems that the unique perspectives of government, businesses and NGOs can work
businesses want to know right through their
“These students were looking to set up a
together for positive change. NGOs could
supply chain what the implications of their actions
company together, based on their friendship.
do well to find opportunities and potential in
are”, says Jude. “Mandating doing good is generally accepted as nowhere near as effective or innovative as incentivising it.” 12 RISE: Issue 8 – September 2009
It didn’t work, but rather than sitting at home on the dole, or going to work at McDonald’s – in trying to get something off the ground they
non-traditional means of funding. In challenging times, creative and innovative partners help each other survive – and even thrive.
