London’s child poverty charity, The Childhood Trust, which works to alleviate the impact of childhood poverty, has announced that over £1.4m was raised for London charities through this year’s #GivingTuesday campaign, in partnership with the online match funding platform, The Big Give.
In all, £670,602 of the total was raised by generous public donations to 53 local children’s charities, all of which will be doubled by the Childhood Trust and the charity pledge funders.
This is the fourth year The Childhood Trust has teamed up with The Big Give for its Christmas Challenge, an online match funding event that launches every December and aims to raise money for small grassroots children’s charities tackling child poverty in London. The match funding donations are supplied by two sources: ‘Champions’ such as The Childhood Trust and charities’ closest supporters or ‘Pledgers’ who put the first money into the pot as an assurance of past performance and future success of the charity projects. Often pledges are made by the charity’s trustees and business supporters.
Laurence Guinness, CEO of The Childhood Trust commented: “We are delighted that our Christmas Challenge in partnership with The Big Give has been so successful. Last year there were an estimated 300,000 children destitute in the UK, the majority of those living in London and it is only through the kindness of donors that thousands of disadvantaged children will be able to receive vital support from the 53 charities we’ve funded.”
In addition to its fundraising efforts, The Childhood Trust also won this year’s #GivingTuesday competition, run by creative communications agency, GOOD Agency. The prize will see GOOD Agency help the charity develop and deliver powerful and impactful communications to raise awareness of the issues affecting children experiencing poverty in London and engage with people who want to help. The Childhood Trust hope this will also assist the charity in its current mission to find a long term pro-bono creative agency partner to help them give the capitals disadvantaged children a strong voice.
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