The Challenge
A leading UK charity sought to evolve its approach to corporate partnerships. While historically reliant on traditional models such as COTY and sponsorships, the organisation wanted to unlock more strategic, long-term collaborations that could deliver greater impact, innovation and income. The goal was to better align with its broader mission and shift toward “fewer, bigger, better” partnerships.
Our Objective
To develop a bold new positioning and value proposition for corporate partnerships that would:
Attract long-term, high-value partners
Differentiate the charity in a crowded market
Provide clarity and energy for internal teams
Demonstrate measurable impact for both the charity and its partners
The Solution
We designed and ran a 3 month strategic process across three phases:
Understand – Reviewed existing partnership materials and interviewed key stakeholders to understand ambitions and barriers
Explore – Conducted sector-wide research, engaged internal and external voices, and identified the most promising partnership opportunities
Create & Test – Developed and tested new positioning and value propositions with real corporate partners, using their feedback to refine and strengthen the final offer
The charity now has a compelling and credible strategic corporate partnerships proposition that positions it as a confident, forward-thinking partner. The final approach articulates why partnerships with the organisation matter for society, for business, and for the people they serve. It also provides a practical framework and tools to help the team identify, approach and co-create with the right partners.
The Impact
The project resulted in:
A reinvigorated team with clarity on who to target and how
Strong early engagement and interest from prospective partners
Clear differentiation from competitors through a purpose and insight-led narrative
A practical, scalable foundation for unlocking transformational partnerships