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III. Presentations: Success factors and pitfalls of partnerships between NGOs and companies – Stefan Mielke __ 3. Success factors and pitfalls of partnerships between NGOs and companies Presentation by Stefan Mielke, Global Nature Fund Stefan provided the results of two surveys that have been conducted among NGOs and companies in Germany and Europe in autumn 2010 and spring 2011. Out of 31 German environmental NGOs, 12 took part in the survey. At the European level, 145 environmental NGOs were contacted and 29 participated. It is possible that a bias is present in the data because mostly questions were answered by companies NGOs and that do not reject partnerships. NGOs most often stated the following three reasons for collaborating with companies: � additional funding for NGO activities � finding solutions to ecological problems and � to harness the marketing expertise of companies to increase public awareness Companies mentioned the following three main reasons for collaborating with NGOs: � improving reputation � securing core business activities and expanding them to new customer groups and � finding solutions to social and ecological problems From the surveys it became apparent that successful partnerships are based on carefully considering the partner. This includes looking at which companies fulfil the core values of NGOs and defining a mutual interest. During the partnership, common goals should be defined and monitored. The relation should be balanced and respect the partner, its approach and issue framing. A regular and continuing exchange of information between the two partners is essential, as well as a joint communication strategy for external communication. NGOs have made both positive and negative experiences with partnerships. Many NGOs were satisfied by the fact that Most of the European NGOs are open to collaborating with the private sector. they could influence strategic decisions of companies and that the companies showed a genuine interest in the NGO. The financial commitment and the involvement of employees from both organisations were also mentioned as positive experiences. Negatively perceived was the fact that companies considered the different approach taken by NGOs as an attack, or they simply did not understand how NGOs work. Other negative experiences included an unequal relationship with companies in which the NGOs were patronised, or even used for their reputation. The last 20 years have seen big changes in the relationship between the corporate sector and NGOs. Collaborations are more frequent and NGOs can now make a real difference in harnessing their knowledge and experience. In the future, the number of partnerships will probably rise even more. They will become more professional and issue related. Strategic considerations will play an increasingly important role for parties. 6
III. Presentations: How can NGOs design partnerships with companies? – Amanda del Rio__________________ 4. How can NGOs design partnerships with companies? Some practical advice Presentation by Amanda del Rio, Fundacion Global Nature España Amanda started with a brief introduction to FGN, followed by a presentation of several projects involving collaboration with companies such as cleaning up the effects of an oil spill which has been caused by BP. Another project involves legume cropping in protected areas, with the intention of selling these legumes to the Carrefour supermarket chain. The money is then used to support the conservation of Natura 2000 sites. A third project is about a plant nursery which has the purpose of growing endemic species. Children, elderly and disabled people participate in this project. All stakeholders (competitors of the company, other NGOs, different governments, scientific bodies etc.) take part within the mentioned projects. There is no blue print for cooperation. The projects in general are adapted to the respective stakeholders taking part. Some companies want a broader media exposure than others. The extent of media exposure influences the results of the projects. Companies can be interested in these projects, for example due to the amount of exposure being given. However, the project delivers real benefits in protecting nature. Unilever collaborated with FGN to restore wetlands. (Source: FGN) Working together with companies means that NGOs are innovating: research is the transformation of money into knowledge and innovation the transformation of knowledge into money. It is also about practical implementation and the use of creativity. The business sector can provide a stable income for NGOs. Before collaborating, many stereotypes need to be overcome. Both partners also need to define the type of partnership they want to start: communication, dialogue or participation. These all have different commitments, instruments and temporal horizon. Lessons learned by both parties: � Different visions do not need to be obstacles � NGOs can be mediators � Both companies and NGOs give more value to direct contact with the other party than the use of certification and external guidelines � Round tables are used to facilitate developments, agreements and commitment Both parties benefit from the mutual access to contacts and expertise. Sharing is the key in these projects. To avoid the failing of projects, one should not have too high expectations, hold regular meetings and begin with a proposal and smaller projects. 7
Page 1 and 2: Proceedings of the Workshop and the
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