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Supporters changing lives

Five top brand synergy partnerships

Good chemistry is a crucial component of successful charity corporate partnerships. We round up five well-matched pairings in the sector and why they work so well.

For the last two years, during one day in October, staff at home retailer Dunelm come together to raise money for vulnerable children and young people. Their annual Friends and Family Day  has helped the company raise over £300,000 for Barnardo’s.

“Fundraising is the primary aim of the day but we also offer staff, and five of their family or friends, a 25% discount on stock – so there’s a business benefit too,” says Ryan Forrest, Marketing Assistant at Dunelm. “Staff look forward to buying the things they want, and raising money for charity.”

This teaming of a family retailer with a charity that supports children and young people is a good example of brand synergy in the corporate charity partnership sector. It’s when a charity and company work together to produce a combined effect that is greater than the sum of what they could do individually – a crucial component of successful partnerships.

Below, we profile five corporate charity partnerships that have great synergy.

1.Pampers and UNICEF


The "1 pack = 1 vaccine" campaign from nappy company Pampers and international development charity UNICEF celebrated its ninth year in 2014. In that time, together they have provided 300 million vaccines against maternal and newborn tetanus, eliminating the disease in 15 countries. Between October and December, every pack of Pampers someone buys for a baby in the UK helps pay for a vaccine for a child in a less developed country.

2.Disney and Great Ormond Street Hospital


Children at Great Ormond Street have attended film premieres, private parties and met actors Brad Pitt and Angelina Jolie, thanks to the hospital’s partnership with Disney. There’s now a Disney Interactive Play in the hospital, paid for by fundraising from the California-based children’s entertainment company. The aim is to raise £10 million towards Great Ormond Street’s redevelopment appeal.

3.Prostate Cancer UK and the Football League


Joining forces with the Football League is helping Prostate Cancer UK reach its target audience. Last season was the first time that a charity’s logo – the Man of Men logo – was included on every player in a domestic football league’s strip. The partnership drives people to sign up to Prostate Cancer UK’s Men United movement of supporters, which has reached over 200,000, and includes former footballers Paul Scholes and Michael Owen.

4.The Avon Breast Cancer Crusade


In the UK, skin care company Avon, which has the tagline “the company for women”, has raised £16 million for its Breast Cancer Crusade campaign. It funds three charities tackling breast cancer in the UK: Breakthrough Breast Cancer, Macmillan Cancer Support and Crazy Hats Breast Cancer Appeal. Avon has worked with Breakthrough since 1992 and is the charity’s longest standing corporate supporter.

5.WaterAid and Belu


Since 2011, social enterprise Belu has donated 100% of its profits to WaterAid, with a minimum commitment of £100,000 per year. By buying Belu to quench their own thirst, customers know that they are helping people in developed countries access clean water. To date, the company has raised £614,326, transforming 40,955 lives by working in partnership with the international development charity.

Could your brand do more by joining forces with Barnardo’s? Call 0208 498 7478 to talk brand synergy with someone from our corporate partnership team.

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