Prince’s Trust creates partnership marketing role

The Prince’s Trust, the Prince of Wales’ youth charity, wants to increase the number of commercial partnerships it has with brands to boost its fundraising efforts.

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It has promoted Charlotte Ridley to the newly created head of partnerships role. Ridley, who was previously head of marketing, has been replaced by Dan Farmer. Both report into director of marketing and communications Paul Brown.

The 35 year old charity, which supports disadvantaged young people, wants creative and digital agencies and media owners to create and plan work on a pro-bono basis to raise its brand profile.

In return the charity aims to help partners achieve CSR objectives.

It is the first time the charity has had a dedicated role to build its partnerships.

Ridley says: “Typically, charities do not have significant marketing spend but still need to engage and motivate people to support our cause. We need to reach out to the hardest to reach young people in this country in a strategic and effective way which we just can’t do without the support of media and marketing partners.”

The charity currently works with organisations such as CHI & Partners, ClearChannel and Spotify.

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