BEST CHARITY EVENT
Alzheimer’s Society – Trek26
The Trek26 series was launched in 2017 and consists of 26 or 13 mile trekking routes in locations around the UK. The routes are chosen specifically for their beauty and are designed to be challenging but achievable. From 2018 to 2019 the series increased income by over 100% to £1.6million and in 2021, 7,000 trekkers took part in the series raising over £3.8million.
Beatson Cancer Charity – The Donald Malcolm Memorial Ball
Nicola Malcolm attended Ronan Keating’s Emeralds & Ivy Ball, London 2013 planting the seed to create something special to remember her grandpa and the venue had to be the Donald Malcolm Heritage Centre, where else!
The Donald Malcolm Memorial Ball has grown significantly since 2014 with a guest list of 300, this special event raised a phenomenal £85,000 in memory of Nicola’s Grandpa, Donald Malcolm and to raise funds for Cancer Charities.
Numbers began to increase each year with 400 guests in 2017 raising £115,000, 500 guests helped to raise £150,000 in 2019.
December 2021 and with a nervous fundraising target of £150k, in the middle of a global pandemic Nicola attracted 600 guests from across the UK to a “Festive Winter Wonderland”. Hosted by local radio presenter, Des Clarke, entertainment by Craig Eddie, (Voice Winner 2021) London Essentials and guests enjoyed a surprise set from the Red Hot Chilli Pipers!
With a fundraising target set at £150,000, The Donald Malcolm Memorial Ball 2021 was yet another outstanding success, raising an overwhelming £250,000!
Not only working in the family business, Nicola is also a mother of three young children and is now planning The Donald Malcom Memorial Ball 2023, phenomenal!
Cancer Research UK – 2021 Cold Water Challenge
The ‘lockdown’ periods of 2020 provided many barriers to our regular way of life, but on the other hand, it also allowed people the time and space to reassess their leisure time and discover new ways to connect with the great outdoors. One particular trend which accelerated during this period was outdoor swimming and cold water dipping activities. Therefore, in 2021 Cancer Research UK used insight and creative thinking to design and execute a brand new and innovative fundraising challenge to support the cause, with very impressive results.
The ‘Cold Water Challenge’ invited people across the UK to immerse themselves in cold water for 30-seconds every day throughout November, and subsequently raised an incredible total of over £470,000 for life-saving research. The format proved hugely effective with over 4,600 people joining the online challenge community. Participants created thousands of inspirational posts, demonstrating amazing levels of bravery, creativity, commitment, and sheer brilliance – and in doing so, highly engaging family and friends, which ultimately led to a huge volume of donations. As well as providing a brand new income stream, the insights and learnings from the Cold Water Challenge will also play a key role in shaping the charity’s future campaigns.
KPMG & NSPCC – Big Walks 2021
In September and October 2021, KPMG worked with Massive to deliver a series of five regional fundraising walks across the UK, with the aim of raising as much as possible for the NSPCC, their charity partner.
As well as raising vital funds for a fantastic cause, the events were also intended to be an opportunity for colleagues to reconnect with each other again after 18+ months of remote working during the pandemic.
KPMG were keen to encourage everyone to make use of their six days a year volunteering allowance by getting out into the fresh air, and enjoying a walk with colleagues surrounded by beautiful countryside.
The events were therefore also intended to contribute positively to colleagues’ health and wellbeing.
Even with these solid aims in mind, we could never have imagined just how successful these events turned out to be.
Not only did 1800+ colleagues take part and raise over £116,000 in what was essentially just five days, but 94% of colleagues rated the events a 4 or 5 out of 5 in terms of enjoyment.
SSAFA, the Armed Forces charity – 13 Bridges Challenge
The 13 Bridges Challenge is SSAFA, the Armed Forces charity’s annual flagship challenge event and London’s only official Armed Forces Day event. This 10-mile walk provides a unique opportunity to bring the public and members of our Armed Forces together, recognising and celebrating the military’s considerable contribution to society.
SSAFA sought to overcome the ongoing uncertainty surrounding mass participation events, as well as virtual event fatigue, by creating a hybrid version of this popular challenge. Incorporating a strong digital experience not only allowed SSAFA to mitigate
risk regardless of the guidelines in place, but also delivered a fully accessible, exciting, and engaging event.
Trebling the projected income, the event raised over £76,000.00, whilst reaching a new, younger audience, and transforming the charity’s brand profile. The success of the event is undeniable; in comparison to this time last year, SSAFA has seen a 108% increase in registrations and 728% more income raised.
The Children’s Hospital Charity – The Bears of Sheffield
The Bears of Sheffield was a sculpture trail which was on display between July and September 2021. It was the largest public arts project Sheffield has ever seen.
The exciting initiative united businesses, communities, artists and schools from across the region to leave a legacy for years to come. It also provided a welcome opportunity for people to reconnect and explore Sheffield once again.
It involved 60, 2.1m tall sculptures which were sponsored by organisations and families and decorated by acclaimed artists. There were also 100 smaller Bears which were fundraised for and decorated by schools, nurseries, and colleges.
The project followed a previous sculpture trail, the Herd of Sheffield, in 2016. The fundraising aim was to better the £600,000 raised by the Herd to complete the £2.75m appeal for a new Cancer and Leukaemia ward at Sheffield Children’s Hospital.
Despite all the economic and social challenges posed by COVID-19, overall net income for the trail currently stands at £958,000, with the Charity now highly confident the final figure will exceed £1M.
The amazing total completed the three-year appeal for the new Cancer and Leukaemia ward at Sheffield Children’s, which is now open to patients and their families.
