Dialogue and Partnership Where Profit- and Non-Profit Sectors Meet

Analysis

Gabriella Liptay of KPMG (center) and Péter Guzsaly of Skool and Jóügyes (right).

Bringing together what it calls a “symphony of perspectives,” a recent event by the “good deeds” organization Jóügyes orchestrated “a compelling exchange between major corporations and civil society organizations.”

“This groundbreaking gathering, held under the banner of catalyzing societal change, fostered an atmosphere ripe for collaboration and mutual understanding,” Pál Hegedűs, one of the organizers, told the Budapest Business Journal. He is the founder of advertising agency Brandventure and a co-founder of Jóügyes.

The event featured thought-provoking discussions led by influential figures such as Gabriella Liptay, head of marketing and communications at KPMG, highlighting the evolving dynamics in discussions between corporate entities and non-profit sectors.

Liptay’s powerful statement that “the responsibility of big companies is to touch base with reality” encapsulated the essence of the shifting dialogue, shedding light on the need for corporations to ground their approach in societal realities.

Show me the Money!

Péter Guzsaly, partnership manager at Skool (an independent Hungarian NGO dedicated to inspiring and empowering young girls and women to take up technology) and another co-founder of Jóügyes, emphasized the significance of prioritizing financial support for NGOs.

“Send money first, then comes knowledge transfer,” he said bluntly. This pragmatic viewpoint underlined the critical need for sustainable financial backing as the foundation for meaningful collaboration between the for-profit and non-profit sectors.

Representatives from both realms, alongside consultants, startup pioneers, and communication experts, collectively endorsed the imperative of funding for NGOs while advocating for genuine dialogue and equitable partnerships.

“The consensus was clear: merely funding initiatives is insufficient; authentic engagement and mutual respect are indispensable,” Hegedűs said. “Small group discussions identified strategies for effective NGO engagement with corporations, acknowledging the complexities and nuances inherent in fostering productive relationships.”

Jóügyes is a pioneering platform of six individual collaborators drawn from various areas of business development, marketing and sales. All are dedicated to bridging the gap between corporate entities and NGOs, fostering meaningful collaborations to drive positive societal impact. It says it is “looking for multinational companies, social enterprises, foundations and entrepreneurs and startups with a similar mentality to join the Good Deeds platform.” You can find out more (in Hungarian) at jougyes.hu/

This article was first published in the Budapest Business Journal print issue of December 1, 2023.

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