Moving Beyond the “Lump-Sum”: A Case Study of Partnership for Positive Social Change

Abstract

Based on a foundation of an integrated sport program for positive social change and health promotion, this paper presents a case study of the relationship between a corporate sponsor (JP Morgan), and a community-based health promotion/social change organization (Football United). The paper articulates the various issues that arise in management of such a program, and the involvement of sponsors in its operation. Illustrated through the JP Morgan - Football United case study, the paper explores: the difficulties of maintaining a program that remains faithful to the expectations and demands of each stakeholder group involved; the challenges involved in harnessing support for a program when moving beyond the one-dimensional transfer of funds; the different needs and expectations of/for volunteers this type of complex health promotion intervention. This case study has been written to propose that an “integrated partnership” between a corporate body and a social change organization can produce significant advantages beyond the scope of uncomplicated financial contribution The key feature documented is that corporate investment can move beyond abstract “lump-sum” social responsibility, towards targeted contributions to detailed outcomes through sustainable and meaningful involvement in a health promotion framework. This in turn equates to funding stability and a more empowering partnership for the health promotion/social change organization.

Keywords

• Health Promotion
• Community Intervention
• Sport
• Football
• Corporate Sponsorship
• Volunteers