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

Visit the CharityComms website to

view slides from past events, see what

events we have coming up and to

check out what else we do:

www.charitycomms.org.uk

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