Charity Case Study: BHF & Argos

The British Heart Foundation has numerous corporate partners, here is how they make it work.

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.

Brand and charity tie-ups are guilt-free by association

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.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers