Save the Children has recently reorganised its corporate partnership activities to focus on long-term, sustainable relationhips, according to Douglas Rouse, its new corporate partnerships director.The result is a three-year global partnership with Mothercare, the parenting retailer, which has a fundraising target of £1.75m.
The partnership coincides with Mothercare's 50th anniversary this year, and fundraising activities are being planned all over the world.
Leann Atkinson, the head of corporate social responsibility at Mothercare, said it chose to partner with Save the Children because it has a global presence and because its brand values fit well.
"Our DNA is about care for parents, and nothing is more important for them than the protection of their children," she says.
Many fundraising activities have already been planned, including a cricket day in India that has a fundraising target of £100,000.
In the UK there will be a golf day, and there is also a plan to push a gold pram between 50 Mothercare stores as a sponsored event.
The charity's collection tins have been placed in the retailer's stores across the country and co-branded delivery trucks will increase the public's awareness of the partnership.
The partnership has already had a soft launch at Mothercare locations across the world towards the end of 2010.
This included a live link presentation in November with the offices in India, Hong Kong, China and Bangladesh.