Morrisons seeks new charity partner
Published:01 February 2024

Morrisons has begun the search for its next national charity partner and the closing date for applications is Sunday February 29th. Whichever charity is chosen will partner with Morrisons for three years, starting from 28th October 2024.

Morrisons has a long history of successful fundraising partnerships supporting great causes: over £7 million was raised for Sue Ryder between 2014-2017 and its award-winning five year partnership with Young Lives vs Cancer raised £18.4 million between 2017-2022. Morrisons current partnership with Together for Short Lives, which is set to surpass its £10 million target by the end of October 2024, is raising money to support the UK’s 54 children’s hospices and helping families make precious memories together. 

Most of the money raised comes from colleague-led fundraising activity across supermarkets, convenience stores and sites including collections, fundraising appeals and challenge events. Morrisons Every Pack Gives Back cause-related-marketing programme raises millions by working with a range of brands and products throughout the year to donate a % of sales.

As with its  previous partners, prospective charities will be asked to demonstrate their ideas for a national partnership with a local feel that will engage colleagues and customers throughout the communities Morrisons serves. Money raised will be split between a new project(s) and existing core services. 

Holli Kellett, Morrisons Charity Specialist, said: “Supporting good causes is extremely important to Morrisons. We are very proud of our previous charity partnerships and the work we are doing with our current partner Together for Short Lives. As we continue to work with them towards exceeding our £10 million target by October 2024, we look forward to the process of finding our next charity partner.”

Morrisons main charity partnership sits alongside its work to support a wide range of other charities and good causes.  Every year the Morrisons Foundation donates over £2m in grants to registered charities, as well as matching colleague fundraising. Colleagues and customers raised £500k for Marie Curie’s Daffodil Appeal, £145k for Alzheimer's Society’s Forget Me Not Appeal and £2.3m for the Poppy Appeal in 2023. Morrisons is also an emergency response partner for The Disasters Emergency Committee, raising vital funds to support humanitarian crises when they occur. Community Champions in all of their supermarkets help to raise money for local charities and community groups year round and work to tackle food poverty in their communities. 

Unfortunately the closing date for applications has now passed.

Qualifying Criteria
To be considered, charities must:

  • Be registered as a charity in England & Wales and in Scotland
    Operate and deliver services on a national scale across England, Scotland and Wales
  • Demonstrate strong community links across the country in both fundraising and project delivery
  • Not work with a direct competitor of Morrisons on a national scale e.g. be in partnership with another supermarket, fundraising or strategic

Charities should be able to demonstrate: 

  • That our brands align
  • That their cause and brand - and partnership proposal - will resonate with Morrisons colleagues and customers
  • That they have experience delivering dynamic fundraising and communications campaigns, tailored to suit the needs of individual corporate partners
  • That they are able to provide excellent support to colleagues across all levels of Morrisons, including a dedicated account management team
  • That they understand Morrisons as a business, our key opportunities and challenges when engaging our colleagues and customers on charitable giving
  • How they would make our partnership distinctive, tangible and relevant