One of our symptom posters was put up in a police station toilet, and someone wrote on it, “This poster saved my life.” It really just anchors us in how it can make a difference.
Building a transformational strategic partnership is not easy. But this inspiring example shows it can be done! And the reward in furthering your mission is so great, for many charities it is absolutely worth aiming high and developing even stronger relationships with the very few partners who can make the biggest difference.
In March 2024 Bowel Cancer UK launched a three-year partnership with Andrex, the UK’s leading toilet roll brand. This award-winning partnership is changing attitudes, as well as increasing awareness of the symptoms of the disease.
The partnership is worth an extra £2.3m to the charity. This is on top of its ongoing presence, which raises awareness of symptoms to look out for on toilet roll packaging in 10 million homes in the UK.
In the show, Megan from Bowel Cancer UK and Natalie from Andrex share their perspectives on building an ambitious, win-win partnership whose positive effect is so much greater than either organisation could achieve on its own. And they share tips and encouragement for other organisations that want to create their own win-win strategic partnerships.
Episode overview
Welcome to the Podcast (00:01:04)
Host Rob Woods introduces the episode, focusing on successful corporate partnerships in fundraising.
The History of a Transformative Partnership (00:02:09)
Megan shares the backstory of Bowel Cancer UK’s collaboration with Andrex.
Overview of the Current Campaign (00:03:20)
Natalie discusses campaign goals and how addressing bowel health saves lives.
Breaking Embarrassment to Drive Awareness (00:04:39)
Why overcoming embarrassment about bowel health is vital for early cancer diagnosis.
Bowel Cancer Statistics and Early Diagnosis (00:06:13)
Megan highlights key statistics emphasizing the importance of timely action.
Social Media Stories That Inspire Change (00:07:13)
Natalie recounts a moving social media story connected to the campaign’s impact.
Campaigns That Save Lives (00:08:13)
Megan shares a real-life instance of campaign materials directly contributing to saving someone’s life.
Strategic Partnership Structure (00:09:28)
Natalie explains the goals and structure of the three-year partnership with Andrex.
Managing Stakeholders Effectively (00:12:12)
Natalie on balancing stakeholder communication to ensure a unified vision.
Authenticity in Campaign Messaging (00:14:53)
Megan discusses the importance of staying authentic to engage audiences meaningfully.
Building a Framework for Success (00:17:54)
Natalie outlines the strategic framework guiding the partnership’s achievements.
Celebrity Big Brother Campaign Launch (00:19:34)
How leveraging Celebrity Big Brother created an innovative and impactful campaign debut.
Insights from the Partnership Launch (00:20:40)
Discussion on launching the campaign and normalizing conversations about bowel health.
Television Milestone for Bowel Cancer UK (00:21:47)
The excitement of seeing the charity’s logo reach millions through TV campaigns.
Award-Winning Campaign Success (00:22:01)
Recognition of the campaign’s groundbreaking success in the charity sector.
Early Results: Shifting Public Awareness (00:22:48)
Initial data shows a significant increase in comfort discussing bowel health topics.
Creative Strategies to Tackle Stigma (00:24:46)
Using innovative advertising, including a child’s perspective, to engage audiences on bowel health.
Reflecting on Campaign Impact (00:25:19)
Megan shares the emotional and widespread reach of the campaign across various media.
Measuring Partnership Success (00:27:21)
The challenges and early signs of success in changing public attitudes and awareness.
Unexpected Growth and Ambitious Goals (00:29:43)
Natalie reveals unexpected outcomes and the evolving impact of the partnership.
The Role of Creative Bravery in Success (00:30:17)
Megan highlights the importance of bold, innovative ideas in corporate partnerships.
Building the Right Partnerships (00:32:06)
Megan emphasises aligning goals and nurturing impactful collaborations for lasting success.
Looking Ahead: The Partnership’s Future (00:33:03)
Rob reflects on the ongoing journey and thanks speakers for their insights into this inspiring partnership.
Further Resources
Fundraising Bright Spots Episode 132: Winning multiple corporate partners, with Cara Hoofe and Sabrina Nixon
Fundraising Bright Spots Episode 67: Winning a £1m strategic partnership for our small charity
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