The business world has changes a great deal over the last couple of decades. Businesses are operating in a more and more interconnected world where reputation is key. The online environment, and social media in particular, mean companies are doing their utmost to create a positive image for their brand. Nowhere is this more visible than in the corporate events and charity partnerships that are earning millions for charities around the UK. In this piece we will take a look at a few of the more innovative ideas in this arena from the last couple of years.
The Marley Harley Award
Marley Harley have used their niche as an excellent way to help charities, and to get the word out about their brand; by giving away £300 worth of their events kit to a winning charity in their awards.
The finalists have been announced in the latest Marler Harley press release. They are Animal Rescue Cumbria, Hope for Tomorrow and Teens Unite Fighting Cancer. This is an innovative capaign that has raised awareness of a number of local and national charities.
Shelter and British Gas
The goal of this partnership is to raise the living standards of private accommodation in a million homes in the UK. Over 500,000 properties have been improved so far, with more in the pipeline. This campaign demonstrates the power of an incentivised corporate partner. British gas benefits from raising its profile in the property sector massively through this campaign. It is money well invested/given.
Leonard Cheshire Disability and Howdens Joinery
It is rare to find a corporate charity partnership that has gone on for a decade; but that is exactly what this marriage has done. Over the years over £1.9mn has been raised through the partnership to help disabled people to live more independent lives.
Through a mix of donations and installing and adapting kitchens for people with disabilities the lives of thousands of disabled people have been improved.
With the promotional, tax, corporate image and, of course, the intrinsic benefits of supporting a charity, more and more companies are turning to partnerships with charitable organisations. Companies are receiving vast sums of money. It really is a win/win situation.
