There are many benefits of a charity working or partnering with a business. Firstly, in most cases it will increase the awareness of the charity’s cause. There is also the possibility for media attention which could further raise awareness. Additionally, there’s the opportunity for a charity to have access to the business partner’s skills and resources. Considering these benefits, this week I’ve brought together some successful charity business partnerships from recent times:
The Prince’s Trust and L’Oreal Paris
L’Oreal Paris has partnered with The Prince’s Trust aiming to increase self-esteem in young people, creating a campaign named ‘All Worth It’. The partnership enables The Prince’s Trust to give a personal development programme to 16 to 25 year olds and also help disadvantaged youths into employment, education and training. The face of the partnership is Prince’s Trust ambassador Dame Helen Mirren.
Cancer Research UK and Doddle
Doddle allowed consumers to click and collect their online shopping from a Cancer Research UK store and make a donation at the same time. A donation from every parcel collected and returned through Doddle went to the charity. Cancer Research UK linked with Doddle with the objective to reach a wider audience, particularly women aged 18 to 30. The charity aimed to increase awareness of their activities by allowing people to collect online parcels from retailers such as Amazon and ASOS at Cancer Research UK stores.
Diabetes UK and Tesco
Branded with the slogan ‘Little helps for healthier living’, the overall aim of their partnership with Diabetes UK was to help Tesco colleagues and shoppers to make healthier habits to lower the risk of cardiovascular disease, cancer and Type 2 diabetes. The partnership helped to highlight disease prevention whilst helping customers to make healthier choices.
Mind and Arcadis
Mind ‘for better mental health’ has been chosen by Arcadis as their charity of the year for the last two years. Arcadis are a global design agency and consultancy firm who are keen on fundraising for Mind but also raising awareness around mental health issues. Over the two years, Arcadis plan on raising over £160,000 as well as organising training in a range of mental health topics.
If you’d like some advice on incorporating a charity partnership into your marketing plan, feel free to get in contact with our team today.