Greenpeace and McDonalds work together to tackle de-forestation in the Amazon. The consumer giant P&G commits itself "to halve the proportion of people without sustainable access to clean drinking water by 2015". And in its bid to reach everyone affected by cancer within three years, Macmillan Cancer Support partners with the retailer Boots. The charity was until recently, reaching one in three people.
These mission-focused, mutually benefiting examples should represent the norm in business-charity collaborations. But of course that is not the case. Many NGOs remain reluctant to engage with business, often seeing them as sinners and charities as saints.
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