The British Heart Foundation (BHF) has about 20 corporate partners including Lidl, Fitness First, Lloyds Banking Group, Home Retail Group, Weight Watchers and Colgate.
Home Retail Group, which owns Argos and Homebase, tied up with the BHF, its first group charity partner, last July for a partnership that will run until 2010. It is intended to raise £2m over the two-year period.
The stores also helped the BHF launch its BIG Donation appeal last month by accepting unwanted items such as clothes, shoes, accessories and DVDs at designated ‘drop points' in-store to boost dwindling stock in the charity's shops.
They also helped promote the campaign among their customers and staff.
For Home Retail Group, the tie enabled it to both show its support for the work of the British Heart Foundation, but also demonstrate its commitment to minimising its impact on the environment.
Corporate ties also provide charities with an additional way to raise awareness of the their messages. Weight Watchers, which has been a partner for four years, spreads BHF health messages to its leaders and members through its publications, meetings and website.
This article was first published on marketingmagazine.co.uk