As the cost of living crisis continues to tighten its grasp on the increasingly empty wallets of consumers/donors in the UK, you could be forgiven for thinking it’s not the right time for charities and businesses to explore new partnership opportunities. However, as the economic landscape shifts like quicksand beneath our feet, here at Ethical Good, we believe it’s becoming ever more vital to take a ‘those who dare to collaborate - wins’ approach to fundraising.
Corporate Partnerships Ahoy!
The Third Sector seems to be awash with corporate partnerships right now..
Our Marketing & Comms Director, Thea Partridge was inspired when she attended a charity launch at the House of Lords where the Endometriosis Foundation announced its partnership with Holland and Barrett to bring open and frank conversations about Endometriosis to the high street.
Additionally, collaboration between the private sector and third sector is trending as we can see with Warburtons who have teamed up with Magic Breakfast by providing over 1 million breakfasts to hungry children to help kick start their day. We’ve seen KFC raise £3m for Comic Relief, and IKEA have partnered with Shelter to raise awareness of the housing emergency. Then of course there is the special collaboration between Glastonbury Festival and Oxfam that we’ll be taking a closer look at…
Glastonbury Festival and Oxfam collaborate to raise over £1 million
You may have seen Oxfam’s recent ground-breaking prize draw where they partnered with Glastonbury Festival to offer 10 pairs of tickets with once-in-a-lifetime experiences to raise money for the DEC Turkey-Syria Earthquake appeal. The fantastic prizes up for grabs included the chance to watch a set from the Pyramid Stage viewing platform, introduce an act on The Park stage, or enjoying a backstage tour of West Holts - and even watching an act from the stage pit!
This incredible Crowdfunder campaign raised a whopping £1,004,190 for the Turkey/Syria earthquake from 46,392 supporters in only 21 days! In fact the first half a million was raised in just 24 hours! The collaborative campaign left all parties delighted, Oxfam, Glastonbury, the supporters and the Crowdfunder.co.uk platform, as it enabled everyone to contribute towards rapidly raising vital funds for DEC to support a terribly important cause, at the time when they most needed it. The winners of the prize draw will be announced tomorrow, which will deliver even more delight as 10 lucky people find out that they’re off to Glastonbury with a plus one this summer, VIP style!
The key elements for this charity campaign were:
Partnering with a corporate who donated money-can’t buy prizes
Both the charity and the corporate promoted the prize draw via as many communication channels as possible (email, website, socials etc)
Activating influencers within the crowd to share with their crowd - e.g. Sir Elton John shared the page via his social media (as well as others due to perform this summer at Glastonbury)
It raised funds for a prominent cause that is in the public eye
Oxfam obtained a significant number of new supporters from this campaign who they can re-market to for future campaigns. So as a charity, they’ve not just made a win on this fundraising campaign, but it will contribute towards future campaigns too!
Having worked with Oxfam on the launch and roll out of this Crowdfunder campaign, the EG team would love to help more national charities to benefit from this fundraising model.
Get in touch if you’d like to organise a call to discuss how your charity could emulate the success of this prize draw by utilising the power of collaboration.
You can discover more about the Crowdfunder prize draw function here - https://www.crowdfunder.co.uk/prize-draws.