Home : corporate.helptheaged.org.uk : Cause Related Marketing : Leeds Building Society :

As more people take advantage of innovative ways to give to charity, for example through their bank accounts, Help the Aged is working hard to set up mutually beneficial affinity relationships.

Leeds Building Society's Caring Saver Account attracts savers looking for an attractive return and a responsible attitude to the community. Each year the Society gives a sum equivalent to 1 per cent of the average balance held in each account to four charities: Help the Aged, Marie Curie Cancer Care, Save the Children and the Leeds Charitable Foundation.

In return, we have promoted the account to our supporters in our internal and external publications and leaflets, and to the public through PR activity with the Leeds Building Society press office.

Leeds branch employees get involved by raising funds for each charity through badge sales and branch activities.

Business benefits include:

• the opportunity to target a developing market of socially responsible investors;
• the chance to enhance corporate profile within the local community and nationally; and
• a successful employee fundraising programme, adding weight to the company's reputation for community involvement.

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