SSAFA has a team of professional fundraisers who specialise in different areas of income generation. They form part of the Fundraising, Marketing & Communications (FMC) directorate and, together, work to raise both funds and awareness of our mission to support the Armed Forces community.

SSAFA is regulated by the Fundraising Regulator and adheres to the Code of Fundraising Practice (2025). Through the code, we aim to make sure that all our fundraising activities meet the following values: 

• Legal: our fundraising must meet the requirements of the law.

• Open: our fundraisers must be clear about their processes and willing to explain them when necessary.

• Honest: our fundraisers must act with integrity and must not mislead people when asking for donations.

• Respectful: our fundraisers must respect the people and places they interact with.

The Corporate Engagement team ([email protected]) is responsible for developing mutually beneficial, valuable and long-lasting relationships with commercial and private sector organisations.

There are many benefits for companies forming charity partnerships including:

Partnering with charities demonstrates a company’s commitment to social responsibility, which can improve public perception and trust. Consumers and stakeholders increasingly expect businesses to contribute positively to society, and aligning with a respected non-profit can differentiate a brand in a competitive market.

Charity partnerships offer employees opportunities to volunteer, mentor, and take part in meaningful activities. This increases job satisfaction, morale, and loyalty, as employees feel proud to work for a company that makes a real difference. Engaged employees are more productive and less likely to leave.

Collaborating with charities can open doors to new markets, strengthen community ties, and help companies meet procurement requirements especially in sectors where demonstrating social value is essential for winning contracts. These partnerships also provide access to local knowledge and networks, helping companies deliver measurable impact and maximise their social return on investment.

We are here to provide advice and guidance if your role involves corporate fundraising. Our contact details are shared at the end of this page, and we have provided several policies to help you on your way. Please get in touch if you have any questions. There are many options available to organisations who wish to work with , and our dedicated account managers will support them in how they wish to help.

Fundraising
We support our partners in helping to develop an annual calendar of fundraising activities. These could be a mixture of challenge events, quizzes, sports days – the ideas are endless! Highlights of the fundraising calendars are often the Big Brew Up and The 13 Bridges challenge.

Match-funding
Many organisations have incredible groups of employees fundraising for SSAFA, so they commit to match-funding their donations. This has a huge impact on competition and significantly increases the amount of funding the partner can donate to our charity.

Gifts in kind
Our partners offer our charity more than just much needed funds. Some have meeting rooms that can be used by our employees, IT equipment that they can donate, or may be able to help contribute transport support for events. Creative ideas that can save our charity money or time are brilliant ways to help us thrive.

We require significant funding to continue reaching more than 54,000 people every year. We encourage donations from organisations, no matter how big or small. Depending on the level of donation, we can provide engaging content that promotes their support and demonstrates the impact it has had on our beneficiaries.

We are also able to offer a variety of sponsorship packages that provide our partners with an array of commercial benefits. Many partners choose to create packages that have a blend of donations and sponsorship elements.

Many of our partners combine the power of our brand, reach and heritage with their own valuable brand to market a new or existing product. This is termed Cause-Related Marketing which involves donating a percentage of sales for a limited period. These partners are required to sign a Commercial Participator Agreement (CPA) which grants them a licence to use our logo for marketing purposes. This also ensures we are legally entitled to the royalties earned by us and that we approve the use of our logo and trade marks on all products involved in the promotion.

We encourage and guide businesses towards various volunteering and mentoring opportunities. These involve various time commitments and give all those involved a significant feeling of contribution to the wellbeing of the Armed Forces family.

• Code of Fundraising Practice (2025)
• Donations Acceptance and Refusal policy
• Fundraising Code of Practice
• Fundraising Together policy

Please feel free to contact 
Jenny King, Head of Corporate Engagement [email protected] or 
Kate Hodgson, Corporate Partnerships Manager [email protected]

Last updated 13 October 2025