Magazine article Communication World

Building Green Corporate Partnerships

Magazine article Communication World

Building Green Corporate Partnerships

Article excerpt

The name of the game used to be finding out what the public wanted and supplying it. Now the question of how a product was made or what will happen to it once its usefulness is over may be just as important as any product attribute.

If it's any consolation, life is also getting more complicated for environmental nonprofits. We recognize the opportunities for "cashing in" on the corporate world's eagerness to be more responsive to the groundswell of public support for the environment. There is also the danger of crossing the line from "cashing in" to "selling out."

In the long run, it doesn't benefit either party for a nonprofit to simply take money for the use of a green 1ogo or to lend its name to the touting of green slogans and suspicious product claims. But where there is a serious and longterm commitment, corporate/nonprofit partnerships offer one of our best hopes for dealing successfully with some of the most serious environmental problems in the decade ahead.

For such partnerships to work, the ultimate question each party must ask is whether each believes that the environment is more than a transient trend.

For those who see green as a passing fad, take-the-money-and-run is the modus operandi. Any number of large and small businesses are willing to pump money into the coffers of environmental groups for a potential (if unlikely) PR slam-dunk. And some groups are equally willing to accept these one-time gifts before the well runs dry - as long as the donor had no oil spills last year.

The Nature Conservancy takes a different approach. First of all, the Conservancy does not blacklist businesses or individuals based on their past environmental records. Why should past deeds prevent future good will?

But while we will consider any potential partner, we look for signs of commitment beyond the initial handshake. The daily barrage of calls we get suggesting product endorsements, special events, and member list sales has forced us to think strategically about the nature and duration of our corporate couplings. Call us old fashioned, but we wisely favor long-term, multifaceted relationships.

For instance, when we decided to generate income and name recognition through the issuance of an affinity credit card, we went with Norstar, a bank that gave us one of our first loans and with whom we've worked for nearly 40 years. Corporate giants as diverse as Procter & Gamble, Chevron, and American Express began supporting our endeavors long before it was fashionable to do so, and we continue to diversify our work together to this day.

More recently, we've begun building a partnership with Honda of America that is indicative of the kind of relationship we seek. Honda not only is making cash donations to our ecosystem preservation model on the Big Darby Creek in Ohio, but it is also independently mobilizing its workers to participate in tree planting along the Darby. And Honda management is continuing to talk with us about other long-term ways to aid the economy of the region in a manner that also benefits conservation of the watershed. Among the returns for Honda is ongoing positive community relations near its assembly plants in Ohio.

The Conservancy also looks for partnerships that can be models for other businesses. Canon/Hewlett Packard provides customers with mailers to recycle laser printer cartridges and contributes 50 cents to the Conservancy for each cartridge returned. …

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