Business Charity Awards: UK Project - Winner: Keyline Builders Merchants and the Prostate Cancer Charity

Awarded to the company that has made the biggest difference to charity beneficiaries through its involvement in a project run by a UK-based charity in the UK

Keyline Builders Merchants and the Prostate Cancer Charity
Keyline Builders Merchants and the Prostate Cancer Charity

FirstGroup and Save the Children
Nationwide Building Society and Shelter

Keyline Builders Merchants and the Prostate Cancer Charity

It was a natural fit when Keyline Builders Merchants, operating in the male-dominated construction industry, entered into a fundraising and awareness-building partnership with the Prostate Cancer Charity, with its focus on men's health.

The two-year national partnership started in November 2009 and succeeded far beyond expectations. Keyline, part of the Travis Perkins Group, raised more than £145,000 for the charity in 2010, smashing its original target of £25,000. This year, it hopes to raise £175,000.

The partnership focuses on raising awareness as much as funds. Keyline used the charity's key messages in its communications, including its letterhead, brochures, directories and website. This exposed the message to a wide audience consisting not only of Keyline's employees, but also of its 30,000 customers.

Keyline focused its efforts on two flagship events: Movember and the Monte Carlo Rally. For Movember, it ran a Build a Mo campaign to coincide with the charity's awareness-raising month, which encourages men to grow moustaches.

Staff were sent high-visibility waistcoats to promote the campaign and each branch received mirrors, point-of-sale items and 'mo-etiquette' posters. Mo of the Week awards encouraged competition. More than £22,000 was donated by staff and customers.

Keyline also organised its own version of the Monte Carlo Rally, an event open to staff and suppliers. Eighteen cars made the trip from London to Monte Carlo and back in 96 hours, raising £70,000. Another rally is planned in 2011, this time to Turin.

Staff were encouraged to fundraise and have taken part in many other events, including triathlons, skydives, climbing Ben Nevis, sponsored diets and football tournaments.

The company also sold joint-branded hard hats - from which a percentage of sales went to the charity - and 2011 calendars called It's a Man Thing, with receipts and donations going to the charity.

Keyline said the benefits of the partnership included strengthened customer loyalty, development of its brand and enhancement of customer and staff wellbeing.

Matthew Sparkes, global community investment manager of Linklaters and a category judge, said: "This is a textbook example of intelligent partnership: Keyline's male-dominated workforce, supply chain and customer base create a perfect audience for the Prostate Cancer Charity.

"What sets this apart is the way in which the partnership has taken off nationwide, shattering fundraising targets and, just as importantly, raising awareness of the issue at the very heart of the charity. It is a model that others should follow."

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