Breakthrough targets Mother's Day for fundraising walk
Howard Lake | 23 January 2004 | News
Breakthrough Breast Cancer has appropriately chosen Mother’s Day on which to hold its fundraising Crocus Walk.
Charities have for some years been trying to gain added profile for their fundraising appeals and events by linking in with seasonal holidays and other key dates in the year. Magazine editors will almost always give a charity appeal coverage if it links up with a public holiday or date such as Valentine’s Day or Bonfire Night. Breakthrough Breast Cancer is following this trend by linking its Crocus Walk with Mother’s Day.
“Organise a Crocus Walk to celebrate Mothers’ Day” reads the charity’s full-page advert in lifestyle magazines. (Incidentally, it is correctly spelled “Mother’s Day” on their Web site). A Crocus walk can be any length, from a walk in the local park to a major hike, and it can be held at any time.
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Norwich Union has agreed to provide matched giving for the event, and will match pound for pound all funds raised up to £100,000.
Your charity might already have its own day or week, but there still might be time to “acquire” one of the other dates of the year.
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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.