Strategic partnerships between charities and corporations can make a significant difference, while also engaging and uniting employees under a common objective.

NEC Group, a live events and venue organisation, which manages five locations in the Birmingham area, announced the year-long collaboration with the Midlands Air Ambulance Charity. The announcement comes as part of the company’s annual ‘charity of the year’ initiative, where employees vote and elect a charity as the focus for a variety of innovative fundraising efforts.

This collaboration is part of the NEC’s history of socially responsible and community-focused initiatives. In addition to its charity work, it has carried out a number of sustainability projects, including their zero waste to landfill goal, which was completed two years ahead of schedule, and the installation of smart meters across all venues, a move which reduced its carbon emissions by 742 tonnes. Additionally, it has made all venues accessible for disabled visitors and regularly donates time and supplies to local community groups.

As the NEC is committed to playing a part in the wellbeing of the Midlands community, the Midlands Air Ambulance Charity, which provides life-saving support to all six Midlands counties, is a natural partner in this mission.

“We’re really pleased to be working in partnership with the Midlands Air Ambulance Charity,” said NEC Group CEO Paul Thandi. “They are a remarkable charity that plays a key role in providing vitality important emergency services to the people of the Midlands.”

“It’s fantastic that the NEC Group has chosen to support our charity throughout 2019,” added Sofia Voutianitis, Midlands Air Ambulance Charity corporate partnerships manager. “It’s relationships like this that help to keep our helicopters in the air and keep our crew saving lives.”

Past choices for ‘charity of the year’ include Alzheimer’s Research UK, Cancer Research UK, Macmillan Cancer Support, Help for Heroes and more.