Through its partnership with the Lloyds Banking Group, the Alzheimer's Society is again demonstrating why the cause of people living with dementia is such a potent force in fundraising.
The charity's 2011 partnership with the retailer Tesco raised £7.5m. Its current partnership with the partly state-owned Lloyds is only half way through a two-year lifespan, yet it has already raised £2.4m - rendering the nominal target of £2m for the entire partnership obsolete.
A coterie of 35 Lloyds Bank staff, including Daniel Whapplington, have also broken the record for an Alzheimer's Society challenge by raising £250,000 cycling across Costa Rica last October. The charity's director of fundraising, Jon Bodenham, describes the fundraising efforts of staff as "pretty astonishing" and says it's conceivable that the partnership could eventually raise £4m.
However, history suggests it could be more. Lloyd's 2011/12 partnership with Save the Children raised far more money in its second year than in its first. Graham Lindsay, director of responsible business at Lloyds, says the fecundity of the second year is one reason why the banking group switched to two-year partnerships.
"I would be very disappointed if we didn't raise well in excess of £4m," he says.
Money is not the only objective of the partnership, however. In October, the two organisations launched the Dementia Friendly Financial Services, which aims to make it easier for the bank's customers living with dementia to use financial services.