The Stroke Association's link with the financial services company Legal & General includes cake sales at the firm's offices. But unlike partnerships whose aim is to raise a lot of money in a short time, this one is no sugar rush.
The two organisations have been in discussion for two years, waiting for a mutually beneficial project to arise - during which time the firm has donated £10,000 to the charity's helpline and brokered staff training.
In May, the partnership will be consummated by the awareness-raising Action on Stroke Month, for which Legal & General is providing £20,000 in funding. The firm will provide another £20,000 for a research project by the charity on mini-strokes.
James Hails, head of corporate partnerships at the Stroke Association, describes the partnership as a "real coup". It is the charity's second-biggest corporate partnership to date (the first is its link with the law firm Herbert Smith Freehills) and is worth £55,000.
"Strokes are one of the biggest health issues of our time and we feel they are not getting the attention they deserve," says Hails. "By working with companies such as Legal & General, we can change this."
Graham Precey, the firm's head of corporate responsibility, says most of the funding for the charity is not a donation. "We've invoiced for the staff training and the research," he says.
The firm looks for partnerships with charities that "have a total alignment with what we do", he says. Strokes are the subject of many claims L&G receives as an insurer, so the charity's work in prevention and awareness is useful to it.