The best charity-charity partnerships in the sector
Charity partnerships are helping organisations work together to leverage their brands, reach, and impact to make an even greater differencence
Covered widely in the news, climate change, poverty, health problems, child welfare – the list goes on – are issues too large and complex to be tackled by one charity alone. Putting aside any competition or reluctance to work together, charities can partner together to leverage their brands, reach, and impact to make an even greater difference. Here, we showcase some of the best charity-charity partnerships changing the sector and the world.
Global fundraising efforts start with charities working together
Thinking of going global? Charity leaders looking to make a big splash in marketing and communications have done well to partner together. Started by two stylish, beardless mates in Australia, the Movember Foundation has become an international phenomenon. The Institute of Cancer Research and Prostate Cancer UK benefit from the umbrella of Movember’s digital fundraising campaign and receive funds from the efforts. Prostate Cancer UK’s digital fundraising campaign included a YouTube appeal and Instagram coverage, leveraging its name and Movember.
Charities working together under the Giving Tuesday banner have also gone global. Giving Tuesday, this year on December 3rd gathers celebrities and charities to do good and to be generous to their chosen causes. In partnership with UK charities Charities Aid Foundation (CAF), Marie Curie, Tiny Tickers, and the Dogs Trust, the teamwork has resulted in a 69% increase in online donations – and for Tiny Tickers, a six-fold increase in funds raised.
Charity partnerships increase the use of digital
Reported by Charity Digital News earlier, the Charity Digital Skills Report 2019 highlighted how charities are being left behind without digital skills. Charity-charity partnerships are helping to change this. Delivered by non-profits, foundations and government, Catalyst aims to accelerate the use of digital in the charitable and non-profit sector. Programmes run by Catalyst focus on growing the network of organisations; improving charity use of digital and tech; and increasing support for digital implementation. Just launched in July, Catalyst is supported by Comic Relief, City Bridge Trust, Department of Culture Media and Sport, Esmée Fairbairn, Paul Hamlyn Foundation and The National Lottery Community Fund.
Helping charities on their digital journey, CAST (Centre of Acceleration of Social Technology) has already worked with Comic Relief, the NCVO, Guy’s and St Thomas’ Charity and many others. The CAST flagship programme Design Hop helps charities chart their digital services journey to improve delivery of services. Refugee Action’s session helped focus their communication with refugees and improved digital transformation and service delivery. Dan Sutch Co-Founder of CAST said:
“For us what was so crucial was that by repurposing an existing off-the-shelf platform—in this case WordPress plug-ins—rather than commissioning a new, whizzy bit of technology, Refugee Action has a sustainable product that can develop and grow, is easy to update and is professionally maintained. It is so important for a fragile sector such as ours to reuse tools that already exist, since it so massively lowers the cost of innovation.”
Combined marketing and communications
Power in numbers can be a force for change. With public attention focusing on the global climate crisis, charities, private companies, and individuals can focus their voices to lobby government. The Climate Change Coalition amplifies the voices of WWF, the National Trust, the Woodland Trust, Oxfam, the RSPB, UNICEF and many other influential environmental impact charities. Using digital marketing and communications, the organisation has held the biggest lobby of the UK Government in history – #TheTimeIsNow lobbied 381 MPs to raise the climate change emergency. While not until 2020, the #ShowTheLove campaign uses a digital widget to encourage everyone to do something for the environment. On Valentine’s Day next year, #ShowTheLove will celebrate everything loved but at risk because of climate change and has reached nearly 126 million people through digital campaigning.