What was the partnership?
Crabtree Property Group, a London-based property management firm, chose to support the Lullaby Trust, a UK charity working to prevent sudden infant death syndrome, after the child of a long-standing employee tragically died of SIDS. Crabtree aimed to raise £30,000 for the charity to mark the company's 30th anniversary. As well as raising much-needed funds and awareness for the Lullaby Trust, the partnership also served to bring staff together after a tragic event.
What did it do?
The challenge as a whole was known as Crabtree30 and comprised three main events: The Walk, a 100km walk from London to Brighton; The Jump, a 10,000ft parachute jump; and The Run, a fun day comprising a 5km, 10km and children's run as well as a series of stalls. Staff organised their own fundraising events throughout the year, including bake sales, poker and murder mystery evenings, quizzes and raffles. As well as raising funds, Crabtree focused on raising awareness of the charity, printing and distributing 500 flyers.
Why did it win?
The company's previous charity partnerships raised about £10,000 a year, but its partnership with the Lullaby Trust inspired employees to raise more than £33,000. The positive media coverage helped to generate new business for Crabtree, and the number of people applying for jobs with it has increased by more than 20 per cent.
What did the judges say?
Jackie Ballard, chief executive of Alcohol Concern, said: "Crabtree turned a tragic experience into a positive partnership that involved all the staff and which has left a valuable legacy for the charity."
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