Who: VocaLink, a specialist payments partner to banks, their corporate customers and government departments.

Objective: To demonstrate VocaLink’s commitment to corporate social responsibility and reinforce its brand values.

Strategy: To “provide support to inspirational young people with uncommon ambition.” In 2010, Vodalink supported Bonita Norris as she became the youngest British woman to climb Everest. The partnership has continued through her tour of schools in the UK and in her latest expedition, the VocaLink North Pole Challenge. From this year Vocalink is also sponsoring Marek Behnke of the GB Ski Cross team.

Rationale: “When we embarked on the idea of corporate sponsorship in 2009, we chose to focus on young people,” says Mark Chapman, director of commercial marketing at VocaLink. “Young people sit at the heart of our CSR initiatives because their energy and optimism represent VocaLink’s core values of being spirited, smart and reliable individuals.”

Evaluation: “There are a number of ways of demonstrating the ROI of our corporate sponsorship projects,” says Chapman. “Before each of Bonita’s expeditions, VocaLink has set clear objectives: achieving coverage in broadcast, national and high circulation lifestyle publications and on encouraging people to top up their mobile phone at an ATM.”