Scale social impact through corporate partnerships
This month, thousands of global leaders, changemakers, and corporate citizens gather in New York City for the 2025 United Nations General Assembly. Beyond the official sessions for this event, another kind of convening will unfold—one that’s less formal, but no less powerful.
For those of us working in corporate social responsibility (CSR), this week offers a rare opportunity: a convergence of peers, partners, and potential collaborators all in one place. The networking corridors, side events, and shared coffees become fertile ground for forging new alliances—ones that can scale impact far beyond what any single company could achieve alone.
It often strikes me that my role in corporate social responsibility might sit in the least competitive corner of the business world. With companies trying to outpace one another, corporate social responsibility offers an opportunity for a different formula: The more we align, the more lives we reach.
Public-private partnerships
While every company has its own limits with philanthropic budgets, we can make those dollars stretch further through private-private partnerships—alliances where 1 + 1 equals 3. These partnerships allow companies to pool resources, expertise, and infrastructure in pursuit of shared values and social impact goals.
Take, for example, a 2023 collaboration between Kellogg’s and the Albertsons Companies Foundation to support Feeding America through the “Feed the Love” campaign. Kellogg’s provided a grant to the Foundation’s Nourishing Neighbors initiative, helping provide over 300,000 meals. Albertsons promoted the effort across its grocery network, engaging consumers in the shared mission. This alignment showcases how leading brands in food manufacturing and retail can unite resources, amplify reach, and drive progress toward hunger relief.
In early 2025, after wildfires scorched parts of Southern California, PepsiCo stepped up to supply food and beverages to affected families. Their strength was inventory—but distribution was the hurdle. By teaming with Amazon, PepsiCo’s Food for Good program accelerated relief delivery, turning shared logistics into life-saving outreach.
NBCUniversal has cultivated extended partnerships that amplify nonprofit storytelling and nurture future creative talent. Our Creative Impact Lab not only supports nonprofit marketing but also provides career-building experiences for emerging creatives.
Recently, the Mastercard Center for Inclusive Growth (the Center) joined forces with NBCU’s Lab to elevate the work of its grantee, Community Reinvestment Fund (CRF), a Chicago-based nonprofit that finances small businesses. The Center funded Free Spirit Media to create marketing assets, with NBCUniversal employees mentoring the young creators. The resulting PSA now airs in donated media time on Comcast and NBCUniversal platforms, giving CRF national visibility.
Similarly, The Estée Lauder Companies (ELC) collaborated with NBCU to spotlight Wide Angle Youth Media (WAYM), a Baltimore nonprofit focused on media arts education. Through this partnership, WAYM’s young creatives told their story—backed by funding, mentoring, and national airtime.
In both projects, the benefits were mutual: funding and a selection of deserving grantee organizations from ELC and the Mastercard Center for Inclusive Growth, free airtime, and mentorship from NBCUniversal. Plus there were invaluable opportunities for rising creatives. These efforts created awareness for the nonprofits, while supporting the next generation of creative talent.
Shared values
And here’s the key: None of this could happen without shared values. It requires corporations willing to break silos, share missions, and treat CSR not as a checkbox, but a creative, collective force for good.
Looking ahead, I envision a CSR landscape where such partnerships are more routine. And, where industries of all stripes join forces to uplift the nonprofits working tirelessly to improve our communities. All it takes is cross-sector imagination and a commitment to thinking beyond turf.
Hilary Smith is EVP of corporate social responsibility at NBCUniversal.
