Shelter is reacting to the changing nature of corporate partnerships by boosting the senior staff on its corporate fundraising team.
Two new staff members have been recruited. Alison Braybrooks will become head of business development, and Benjamin Morrison is to take on the role of senior business development fundraiser.
Liz Monks, deputy director of fundraising, said that Shelter would be working with fewer corporate donors in longer term relationships and would dedicate more time and resources to them.
"We need staff who are able to negotiate at a higher level internally and externally,
she said. "We need to make sure that the funder understands the project and that all of Shelter's staff understand the needs of corporate partners."
Corporate fundraising accounts for 9 per cent of Shelter's voluntary income. However, since this figure includes large chunks from direct marketing and shops income, Monks argued that the proportion of income that Shelter received from the private sector was higher than most charities.
She envisaged that corporate fundraising would become increa-singly important to Shelter. "The growth of direct marketing is slowing,
she said. "Increasingly companies are the givers with the budgets to help us deliver the services that we are asked for."
Monks said that the private sector would choose to work with charities such as Shelter. "Companies look for charities with a track record in being able to handle the partnerships. We have a history of delivery,
Previously, Shelter has worked with Marks & Spencer and Bradford & Bingley.