Wilkinson charity partnership (2009-2012)
Wilkinson selected Together for Short Lives as a strategic charity partner during the launch of its four year community investment programme in 2009.
The programme included one year as Wilkinson’s staff Charity of the Year and an annual company donation towards the work of the charity’s Practice and Service Development Department - a specialist team of experts, who work closely with all children's hospices services supporting and facilitating the delivery of the highest standards of care to children and young people with life-limiting conditions throughout the UK.
The programme had the following national and local objectives:
- to build a long-term relationship of real value
- to raise £450,000 for local children’s hospice services
- to build customer and team member loyalty
- to enhance Wilkinson’s brand image and reputation.
The campaign involved all Wilkinson stores which participated in a full calendar of events throughout the year. Each store was partnered with their local children’s hospice, and the money raised through their fundraising efforts supported children and families within the local community.
Wilkinson smashed its original fundraising target, raising a staggering £860,000 for local services. The partnership also generated 134 press cuttings with a circulation of 3,939,814 - national coverage including BBC Radio 5 Live, Channel 4 website, Press Association and the Daily Star.
From the outset, the feeling of partnership was evident in the way your team created a calendar of suggested activities for us and were always prepared to offer advice and direction when we needed it; but they also showed a very clear understanding of our commercial priorities. The resulting programme generated as much engagement and excitement from our team members as I’ve seen in any other community marketing activity we’ve embarked upon.
When the programme got underway we were amazed at the buzz it created across the organisation. Not only were we supporting a great charity but it was clear that we’d have fun doing it. I think the key to our success from a store point of view was that the money they raised would be going to a hospice local to them. They formed some really good relationships with their local fundraisers and their local communities in turn. In fact, some of those relationships are still in place today and have proven to be an unplanned legacy of the partnership for us.” Dave Jones, Engagement Manager