How Maggie won a £200k corporate partnership
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Reflections on the Corporate Partnerships Masterclass
I attended the Corporate Partnerships Masterclass with Remarkable Partnerships in November 2015. Having worked in new business development for a decade, I saw it as both a chance to review my current approach and to learn new skills.
It’s easy to become entrenched in old fundraising techniques without taking time to reflect on how we can improve. Spending time at the Inch Hotel with Alan Clayton, Ken Burnett, and Jonathan Andrews gave me exactly that opportunity.
The techniques we covered were a mix of new and familiar, but the key takeaway for me was the idea of creating a vision for a problem that a corporate partner would be eager to help solve — one they’d be excited to invest in and proud to be part of. We explored how to emotionally engage the people in the boardroom, rather than focusing solely on the return to the charity.
Corporate fundraisers often fixate on what the partnership brings to the charity, but we must remember that first and foremost, we’re talking to human beings. It’s about relationship fundraising — making genuine emotional connections.
The Masterclass refocused me on creating innovative pitches that ignite passion in the room — not just present a solid business case. I returned to my team at Teens and Toddlers determined to start talking about BHAGs (Big Hairy Audacious Goals).
At first, there were some blank faces, but when I suggested a “lock-in” with unlimited popcorn, everyone was on board. Together, we began defining the mission we truly wanted to achieve — banning words like supporting and helping and aiming instead for something bold and transformational.
We went “nuclear” with our ambition. After hours of debate, popcorn, and blue-sky thinking, we agreed on our big goal: No Child Fails.
Soon after, I had the chance to apply what I’d learned in a pitch to Deloitte, aligning our goal with their One Million Futures programme, which supports people in achieving success — in education, work, and life.
We passed the initial application stage for our work in Manchester, and it was then up to my team to demonstrate how our vision aligned with Deloitte’s culture and could help drive impact in their CR programme. We knew we were the right fit — it was just a matter of building strong relationships with the people in the room.
We got creative, drawing on Jonathan’s lesson about making the pitch all about them, not us. And we smashed it — securing a three-year partnership with Deloitte worth around £200,000, including access to their pro bono expertise and networks in Manchester.
During the course, Jonathan quoted Daniel Priestley, who said: “You get what you pitch for — and you’re always pitching.” We pitched big — and we won.
Three Key Lessons from the Masterclass
- Be brave and create BHAGs that inspire your corporate prospects.
- Companies want engagement, not CSR. Build engagement plans that are about them.
- Play the man, not the room. Focus on relationships first.
If you get the chance, go on the Corporate Partnerships Masterclass — and embed its lessons across your whole organisation.
Buy popcorn, create BHAGs, and pitch big. It’s absolutely worth it.
Maggie Allen
Corporate Partnerships Manager, Teens and Toddlers
Remarkable Partnerships are running their next Corporate Partnerships Masterclass on 28 & 29 June at Missenden Abbey, Buckinghamshire.
Find out more and book your place here.
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