Focus: Corporate Responsibility - Side by side NSPCC and Microsoft

Microsoft has supported the NSPCC since 1994, contributing more than £5.5m. The software giant has sponsored the Full Stop advertising campaign and its schools fundraising materials. In the sixth UK Microsoft Challenge last week, teams kayaked and abseiled across the Isle of Arran to raise money.

ELAINE JOHN, ACCOUNT MANAGER, NSPCC

Why did you choose this partnership?

We believe our shared commitment to child safety will allow us to take bold steps to address child abuse, particularly online. The partnership began as a cause-related marketing programme and has developed to integrate staff fundraising, sponsorship, gifts in kind and advisory support.

How do you benefit?

Apart from the £5.5m Microsoft has raised, it has also advised our policy and parliamentary advisers on internet safety issues and encouraged its staff to volunteer for NSPCC projects.

Did you have any reservations?

No, we both have a very clear vision of what we want to achieve.

What are your plans for the partnership?

We are trying to identify strategic ways to maximise the knowledge of Microsoft staff.

CHARLOTTE DRAIN, COMMUNITY INVESTMENT MANAGER, MICROSOFT

Why did you choose this partnership?

We felt we could apply our technological expertise to help NSPCC reach more children through the internet.

How do you benefit?

One of the main benefits has been the insight we've gained into child abuse and child safety. One of our key initiatives has been an advice website for 12 to 16-year-olds at www.there4me.com.

Did you have any reservations?

The partnership has always been strong and both of us have been able to develop and change the programmes in line with needs.

What are your plans for the partnership?

The issue of child safety, online and off, is a considerable challenge for government, law enforcement agencies, NGOs and industry. We hope our relationship will continue to develop.

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