ADVERTISING FEATURE FEBRUARY 2020
Charlie House: Showcasing mutual gains of charity links Corporate support for good causes is about more than raising funds – it’s about creating partnerships that realise multiple benefits for both parties. And one of the most ambitious charity fund-raising campaigns in Aberdeen City and Shire is demonstrating the positive power of these relationships in action. The Charlie House Big Build Appeal aims to raise £8million to create a specialist centre in the grounds of Woodend Hospital to support babies, children and young people with complex disabilities and lifelimiting conditions. Charlie House enjoys support from businesses who engage with the appeal in a variety of ways – and the charity wants others to join the cause. The tangible impact of corporate fundraising partnerships is already evident in the campaign. Staff at energy operator TAQA, for example, selected Charlie House as their 2018/19 charity partner.
Of the £70,000-plus they raised through a variety of fund-raising efforts, £50,000 is to be used to create the new centre’s Reflection Courtyard, which will provide a quiet space for families using the facilities, away from the hustle and bustle of the centre and the main garden grounds. The remainder will go towards the overall appeal. The partnership has also shown the wider potential benefits for good causes, beyond financial support: TAQA has used other elements of its CSR agenda – including its sponsorship of Aberdeen Art Fair – to give a platform to the work of Charlie House. “We regularly cite our links with TAQA as a great example of the twoway partnership model at work,” says Charlie House Fundraising Coordinator Kirsty Walker. “Our approach is to engage fully with our corporate supporters, helping them with guidance and ideas so they can make the most of their fund-raising programme. We want to ensure it’s a fun, positive and rewarding experience.
Ki rsty Walker, Fu ndraising Co-ordinator at Ch arlie House
Kirsty says this distinctive approach helps companies address their CSR strategies while presenting valuable opportunities for in-house engagement and team building. “CSR policies commonly focus on the promotion of community links, and the fact that the Big Build Appeal is a local project for local people certainly supports that principle,” she adds. TAQA people annually choose good causes to benefit from staff-led fundraising programmes and their efforts have realised a total of over £250,000 in the past five years.
To find out more about supporting the Big Build Appeal, email: bigbuild@charliehouse.org.uk
“We make a point of learning about businesses we work alongside – understanding their values and what they want to achieve, so that the partnership works well for them while of course delivering a hugely welcome contribution to our appeal.” 29.