Landing a corporate partnership with a major financial services company is a coup for any charity, and the tie-up between the children's charity the NSPCC and Morgan Stanley is no different.
With the company raising £1.8m for Great Ormond Street Hospital Children's Charity over the past two years and a further £1.5m for the Prince's Trust through its previous charity partnership, hopes will be high that the company can beat the £1m target it has set for its latest tie-up, £500,000 of which will come from the Morgan Stanley International Foundation, its charitable arm in Europe, the Middle East and Africa.
The NSPCC's two-year partnership with the London arm of the financial services firm came about after the charity took part in a programme that involved the company sending a team of top-performing employees to provide pro bono strategic advice.
This link-up eventually led to the charity being selected as its latest charity partner after a vote of the 5,000 London-based Morgan Stanley employees.
Sue Watts, chair of the Morgan Stanley International Foundation, says it prefers two-year partnerships to the more traditional charity-of-the-year set-up because it gives staff more time to make a difference to the chosen charity. "Fundraising is a key part of this, but so are the many volunteering initiatives we undertake," she says.
Fundraising activities for the charity will be driven by employees, but activities that are already planned include marathon running, dragon boat racing, a stair climb at the Gherkin building in London and carol singing at Christmas.
The company's employees will also be encouraged to donate their time and skills to the charity partner, along the lines of the pro bono challenge that led to the NSPCC securing the partnership.
Funds raised from the partnership will be used to develop and improve services for children who have suffered abuse, provide support for their families and ensure they receive the expert therapy they need.
"This partnership will end in December 2018, but we hope our relationship won't end there," says Watts. "We aim to maintain a strong bond with our charity partners on an ongoing basis."