Gloucester Civic Trust, the pressure group which has fought to promote the city's heritage for the last 35 years, has a new business partner.
The group has struck a deal with one of the city's major employers – Ecclesiastical Insurance – which will provide office space, marketing support and help with fundraising.
The activities of the trust have expanded greatly in recent years with its most visible recent project the restoration of St Michael's tower on Gloucester Cross at a cost of more than £300,000.
The link up is a major boost, particularly because of the recession.
Mr Morris said: "Our efforts have obviously not gone unnoticed because we were approached by Ecclesiastical with a view to becoming a business partner, and discussions have been very fruitful.
"Government agencies such as English Heritage and grant giving bodies like the Heritage Lottery Fund, increasingly look favourably on amenity groups such as ours which have links with business.
"We share a common interest in preserving and interpreting Gloucester's past as well as campaigning to ensure that new developments are attractive to business and visitors."
Under the agreement EI will provide, free of charge, agreed office services, business planning and marketing support, and assistance with community volunteers and fund raising.
In return the company's assistance will be acknowledged on the trust's stationery and website.
EI spokesman, Chris Hands, said: "We're delighted to be given the opportunity to work more closely with Gloucester Civic Trust.
"As organisations, we have our own areas of specialism, but it's clear that our overall aims are very similar, and that we share a passion for protecting heritage properties.
"We're really looking forward to working together in the future to help the Civic Trust conserve, protect and promote the heritage of Gloucester."