If large corporate partners are attractive to cash-coveting charities, media corporate partners are pure catnip. A partnership with The Sun newspaper played a huge part in the astronomical rise of Help for Heroes. In the case of the Prostate Cancer Charity's link-up with the Racing Post, a prime target audience - men over the age of 50 - has come into view.
"It's a corporate partner, but it's a media corporate partner," says Sukhi Dale, corporate partnerships manager at the Prostate Cancer Charity. "It's very hard to get a media corporate partner that is read predominantly by middle-aged men. In that sense it is unique."
"If you think about horse racing, it's a sea of middle-aged men," says Dale. "They are the audience we find hard to reach."
The partnership has a fundraising target of £100,000, but the other aim - combating ignorance about the disease - has no monetary value.
And the Racing Post does undoubtedly have a very large influence, which will be brought to bear in the paper's first-ever charity partnership. The Racing Post comes out daily and has a circulation of 60,000, which rises to 100,000 on Saturdays. The Post's website, which will link to a special partnership site, has a million visitors a month. And then there are the tens of thousands of punters who read the Racing Post when it is pinned to the wall in betting shops.
"One way or another, you would expect to reach a very big audience," says retired Racing Post columnist Sir David Ashforth, who initially approached the Prostate Cancer Charity.