The development charity Send a Cow has charity of the year partnerships and is currently in the middle of one with the Devon-based vegetable box supplier Riverford. But according to the charity's corporate partnerships manager, Sarah Chapman, its real strength lies in the realm of cause-related marketing promotions.
"Sending cows isn't actually what we do any more, but the name is exciting and memorable," she says.
"It gives our partnerships a visual identity that we think is fun to play around with in fundraising and communications."
This is illustrated by the charity's recently minted deal with Bristol-based pie maker Pieminister, in addition to its concurrent fundraising promotions on boxes of eggs and packets of cheddar. Send a Cow hopes to raise £40,000 this year from the Pieminister partnership to support the establishment of 30 farms in African countries. Pieminister will donate 10p from every pie sold through retailers, as well as all the proceeds from a pop-up pie shop set up in Camden Market in north London.
Jon Simon, a founder and director of Pieminister, says the partnership is a "great cultural fit" and the intention is to repeat the initiative on a bigger scale next autumn.
Send a Cow has made a conscious decision to seek out partnerships as a way of diversifying income, according to Chapman. The charity has set a target of raising £150,000 a year from such links.
"There is an understanding with the trustees that partnerships do take a while to build," she says. "We are laying a lot of the foundations at the moment."