Abi Robins, corporate responsibility director, British Gas
Cate Kirkbride, head of brand, Shelter
Charity Comms Brand Breakfast February 2016
The key ingredients to our partnership
Alignment
Be Relevant
Collaboration
Alignment: Brand fit
Alignment: Brand fit
• History
• Expertise
• Reach & influence
• Practical solutions
• Innovation
• Scale
• Expertise
• Reach & influence
• Practical solutions
• Innovation
Alignment: shared objectives and KPIs
• History
• Expertise
• Reach & influence
• Practical solutions
• Innovation
• Scale
• Expertise
• Reach & influence
• Practical solutions
• Innovation
Improve standards within the private rented
sector (PRS)
Help vulnerable people out of fuel poverty by
providing debt and housing advice
Raise £1 million through British Gas employees
fundraising for Shelter
Raise awareness of Shelter and our partnership
https://www.youtube.com/watch?v=dQxYUkjGQ0
Be Relevant:
http://england.shelter.org.uk/our_work/advice
Year 1: Awareness
raising and individual
fundraising
Year 2 & 3:
Group fundraising
Be Relevant: Employees
Be Relevant: Customers
Year 1 & 2: Increasing
public awareness in the
Partnership
• Sponsorship of Swims
Britain and
Inspirational Woman
of the Year
• Advertising in Radio
times
• Shelter logo on Bill
Year 3-5: Customer
interaction and
fundraising
Be Relevant: Customers
Collaboration: to deliver long term change
Improve standards within the
private rented sector (PRS).
Help vulnerable people out of
fuel poverty by providing debt
and housing advice.
Raise £1 million through British
Gas employees fundraising for
Shelter.
Raise awareness of Shelter
and our partnership
Collaboration: successes
• Carbon monoxide & electrical
safety
• Legislative change
15 BGET advisers helped over
5000
Over £1 million raised to date
• 94% staff awareness partnership
• Industry awards
http://www.britishgas.co.uk/the-
source/making-a-difference/a-helping-
hand/helping-those-in-need
Our top tips for a successful partnership
Alignment
Be Relevant
Collaboration
Brand alignment combined &
shared vision
Take long term view
Agree principles up front
Apply marketing principles
Right message, right
channel
Be Honest about risks
Questions
#brandfast
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