Whiskas and WWF-UK are currently coming to the end of an 8 week promotion supporting WWF-UK's Global Tigers Initiative. Playing on the marketing power of cat lovers, the firm has guaranteed a donation of at least £500,000 to WWF’s Global Tigers Initiative through co-branded packs of Whiskas sold between July and mid-September. The potential fundraising total is further enhanced by a commitment from Whiskas to give £1 for every image of a domestic cat uploaded by customers to an online collage - 10,000 are anticipated - and opportunities for purchasers of Whiskas to text donations or to adopt tigers. We think this promotion is a great example of a charity and a business coming together for good - over £500,000 of good in fact.

It only started as a small scale movement which focussed on the tenuous link between water and swimwear, but now this partnership has become a significant fundraiser pulling in £10,00 in year one, and £30,00 in year three. It began in 2002, when, after a WaterAid proposal, H&M began selling a range of bikinis and donating 10 per cent of the proceeds to the charity. The partnership moved up a gear in 2006, when Kylie Minogue became the face of the product line and the bikinis were sold in more H&M stores. It developed further in 2011, when a variety of water-themed products were included in the range - this year, Beyonce is fronting the summer campaign. The partnership has raised £500,000 in each of the past three years and £2.8m since its conception. The money raised is spent on WaterAid projects in Bangladesh, India and Pakistan, locations where some of H&M’s clothing is produced. Since 2011, H&M has made additional donations twice a year to the charity of between £40,000 and £50,000. Clearly this is another good example of the power that can be generated by business and charity partnerships!

The Children's Food Trust is a newer charity, started in 2005 as a non-departmental public body and set up in the wake of the ‘turkey twizzlers’ school dinner campaign started by the TV chef Jamie Oliver. Sadly, it didn't make it through the government’s ‘bonfire of the quangos’ in 2011, so the trust changed its name and made a fresh start as a charity. The partnership with Pizza Express, which was launched by Alex James of Blur, aims to raise £200,000 through an automatic corporate donation of 25p for every Fiorentina pizza sold. The money will fund the trust’s work with schools, nurseries and children’s centres, its lobbying activity and its flagship Let’s Get Cooking programme, which has involved 2.5 million people in 5,000 school cookery clubs since 2008. An idea that combined pizza and kids? How could it not be successful.