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Corporate Partnerships

Journalist briefing, February 2006

Partnerships with corporate organisations - from high street names like Microsoft, Alliance & Leicester and the Early Learning Centre to local community-focused businesses - are vital to the NSPCC.

During 2004-5 they contributed £3.9 million to end cruelty to children as well as helping to raise awareness of vital child protection issues.

Companies large and small like to be associated with one of the UK's most well-loved charities, knowing that they are making a difference to the lives of vulnerable children. The NSPCC has 97 per cent brand recognition which staff, customers and stakeholders can immediately identify and trust.

How can businesses get involved with the NSPCC?

The NSPCC's Corporate Partnerships Team tailors each partnership to suit the individual company's needs. Elements of a partnership may involve employee fundraising, cause-related marketing, gifts-in-kind or even volunteering, secondments and campaigning.

What is your ethical policy with regards to selecting corporate partners?

We will not accept money from a source or activity that is illegal, where the relationship would be counter-productive to the NSPCC or where it is in direct conflict with our aims of protecting children (industry sectors which are incompatible with their wellbeing).

Which companies do you work with at the moment?

We currently work with over forty companies across the UK, including Alliance & Leicester, BT, Capita, Early Learning Centre, Microsoft, Royal Bank of Scotland Group, Skipton Building Society, Telent and the Tussauds Group amongst many others.

Who is your biggest corporate donor?

Microsoft has contributed over £5.5m to the NSPCC since 1994 - and the partnership is still going strong today.

Why should a local business choose to help a national charity?

Local partnerships are just as important to the NSPCC as national ones, helping to generate community-level awareness of our work. We run 180 projects throughout the country which provide a regional focus, ensuring smaller supporters can get involved with equally successful results.

Surely corporate fundraising only has a one-way benefit to the charity?

The NSPCC Corporate Partnerships Team seeks to create and develop mutually beneficial relationships which are driven by business objectives as well as philanthropy. For example: increasing cash-flow; boosting staff morale; driving sales; or increasing footfall - as well as raising funds and awareness for the NSPCC.

Other than raising money, how else can companies help?

Companies who are involved with children can work with the NSPCC to improve their child protection policies and increase awareness of our mission to end cruelty to children. The NSPCC's Consultancy Service is always on hand to offer advice and guidance.

In-kind support for the NSPCC also enables companies to contribute to our objectives in a way that is entirely relevant to their business - such as providing technology, equipment or even fundraising prizes.

What is the quirkiest thing anyone has done as part of a corporate partnership?

One Lloyds TSB branch manager shaved his head, dressed up as Humpty Dumpty and then went round local branches selling chocolate eggs - all to raise funds for their 2004 adoption of the NSPCC!