We supported the mental health charity Mind to successfully partner with McVitie’s, Britain’s biggest biscuit brand, to launch a new campaign aimed at promoting positive mental health by encouraging people across the UK to get talking.

We assisted Mind in agreeing all aspects of one of its largest partnerships to date.

The “Let’s Talk” campaign was supported by instore partnerships with leading retailers such as Tesco and Sainsbury’s and consisted of giving shoppers the opportunity to claim 5 million complimentary packets of biscuits to share with loved ones – with the goal of giving people an excuse to get together and get talking over a cup of tea and a biscuit.

High-profile partnerships between charities and businesses (known as “corporate partnerships” or “commercial participation”) involves an understanding of the varied regulatory landscape charities work in. The agreement between the parties needs to ensure it considers and covers the following:

  1. Intellectual property licensing
  2. Minimisation of corporation tax
  3. VAT consideration
  4. Fundraising Regulators Code
  5. Trustee duties with respect of charity fundraising
  6. Compliance with the Charities Act 1992 and the Charitable Institutions (Fundraising) Regulations 1994 and the Charities (Protection and Social Investment) Act 2016.

Brand and reputation protection is key for charities who fundraise via corporate partnerships, whilst at the same time, charities need to be sympathetic to the aims of businesses when embarking on these partnerships. Conversely, many businesses will not be aware of the regulated nature of these types of agreements with charities, and a strong element of education is required so they understand why certain, perhaps surprising, arrangements needs to be reflected in the partnership.

Paul Farmer, chief executive of Mind, said “we are thrilled to be working with McVitie’s to encourage the nation to get talking. You don’t have to be an expert to be there for your loved ones, simply making time for a chat over a cup of tea and a biscuit can go a long way.”.

You can learn more about the Mind-McVitie’s partnership, here.

Further information

If you need support in respect of fundraising or corporate partnerships, please contact Natalie Barbosa.