Children's charity NCH has been chosen as the exclusive charity partner of the Nectar reward card programme, in what could be one of the UK's largest charity tie-ups.
The agreement means that Nectar's 13 million cardholders are now able to donate the reward points that they earn when they shop at participating stores to the charity. Nectar will give NCH £1.25 for every 250 points, and there is no upper limit.
An initial, cautious fundraising target of £75,000 has been set, but both the charity and Loyalty Management UK, the company that runs the Nectar initiative, are confident that they can beat it.
NCH was chosen from a short list of 12 charities after an internet survey showed that children's charities were the most popular cause among cardholders.
This is the first time that Nectar has nominated a sole partner and pledged to support the charity. Until recently cardholders could give to five charities, including the NSPCC and the Red Cross.
Nectar is the UK's largest rewards programme, and has 13 million cardholders collecting points from 13 companies. These include founder partners Sainsbury's, Barclaycard, BP and Debenhams, as well as Thresher Group and Vodafone.
Other high-profile corporate partnerships include the Tesco charity of the year, which has raised around £2m for past charity partners, and the HBOS Foundation's scheme, which raised more than £1m for Macmillan Cancer Relief.