Tim Mason, the marketing director who has helped Tesco achieve its commercial success, is to lead a project with Business in the Community to increase corporate giving to charities.
BitC has been responsible for many of the UK's biggest cause-related marketing tie-ups. For the past nine years, it has carried out research and advised businesses on how to approach commercial partnerships with charities.
The organisation now plans to expand its remit to include payroll giving and employee volunteering. Mason, a deputy chair of BitC, will lead the initiative, which will be called the Cause Marketing Partnerships Campaign.
He said: "We have made a lot of progress in showing how the power of brands can be put to good use through cause-related marketing. An even greater impact is achieved when companies think strategically and integrate different methods of corporate giving."
BitC also runs the Per Cent Standard, which reveals how much businesses give to the community by using a benchmark target of 1 per cent of pre-tax profits.