First, brands must overcome the traditional resistance of non-profit organisations, governments and academics to working with for-profit companies. This chapter looks at why brands should partner, the types of partnerships and their benefits. It refers to the public sector when talking about non brands. Partners can contribute different things: governments can offer scale, NGOs help with social mobilisation, academics with legitimacy. But when dealing with NGOs and implementing partners one have to consider funding as an integral part of genuine collaboration. Once the brand had demonstrated efficacy, Amref and Lifebuoy jointly sought further funding from external donors. That includes figuring out resources for scaling within the business model, without simply assuming that cash-strapped governments or NGOs will provide the main funding. There are different models of funding in partnerships, but the goal is for a campaign to show results after a few years, and then to generate resources that sustain the work for the long term.