People sometimes ask me what "adopting a charity" or having a charity of the year actually means. I usually start my reply by explaining that there isn’t a one size fits all approach to this. To continue the sartorial image, the arrangement should be tailored to fit the supporting organisation.
What I mean by this is that the fundraising activity should fit with the work of the organisation and not get in the way. The aim is to support the work of the charity, but it should always be a good experience for the charity’s partner as well. It might surprise some that organisations which support a charity in this way generally benefit from the arrangement, both in terms of reputation and staff morale/relationships.
Last year, we had an excellent partnership with IOP Publishing, who took us on as their charity of the year and raised well over £6,000, exceeding even their own ambitions. They were great for us to work with because they clearly enjoyed what they were doing for us and took a real sense of achievement from it.
IOP Publishing’s PR Officer, Alison Hadley, and I produced a short case study, setting out what they did and how we both benefitted. You can read here how both BRACE and IOP Publishing saw the arrangement and how it helped us both.
I hope this will inspire a few others!
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