Co-op staff get Procter & Gamble involved in hospices appeal

Howard Lake | 29 September 2003 | News

Co-operative Group staff, who are raising money for the Association of Children’s Hospices, have enlisted the help of Procter & Gamble to bolster further an already successful “Co-op Caring Together” campaign.

The Association of Children’s Hospices is benefiting from a corporate-supporter-get-corporate-supporter coup. Co-op staff have persauded Procter & Gamble (P&G) to join them in supporting the children’s charity.

They have launched an in-store promotion on leading P&G brands, including Ariel, Fairy Liquid and Pampers, with a view to raising £250,000 for ACH. The campaign will feature in all Co-op stores and was launched to coincide with the beginning of Children’s Hospice week (21 September to 28 September). It will continue for 5 weeks. In store there will be a range of branded promotional materials from gondola ends to shelf wobblers. There will also be a leaflet giving shoppers the opportunity to find out more about ACH.

The cause related marketing campaign is also supported by local and regional radio advertising.

Julian Hall, Head of Corporate Fundraising at ACH, said: “This is an outstanding promotion in every sense. It will give ACH national profile and generate significant funds for children’s hospices throughout the UK. Both the Co-op and P&G have involved us at every stage of its conception and development and have been happy to work within guidelines we have set. As such it is a model of charity/corporate partnerships.”

Co-operative Group staff fundraising has already raised over half a million pounds for ACH.

Can your corporate supporters bring other corporate supporters on board? Have you asked them?

About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale. He is the founder of Fundraising Camp and co-founder of GoodJobs.