Alzheimer's Society and KPMG

Alzheimer's group raises cash with professional services firm KPMG


A two-year partnership between the Alzheimer's Society and the consultancy firm KPMG came to an end on 30 September, having surpassed its fundraising target of £750,000 to raise £1.06m.

But Mike Kelly, head of corporate social responsibility for KPMG Europe, says the partnership was about much more than just fundraising.

For example, there was also the opportunity for KPMG employees to do pro bono consultancy work for the charity.

Consultants from the firm helped the Alzheimer's Society with business planning and strategic development, including mentoring of staff and reviewing the organisation's human resources policies.

Jo Swinhoe, director of fundraising and marketing at the Alzheimer's Society, says that working with KPMG taught her how much charities can gain from a corporate partnership.

"You need to think about what you can learn from them as a business," she says. "The money raised makes a difference now, but this other work can help make us more efficient in the long term."

The two organisations worked closely throughout the partnership, speaking on the phone every day and usually meeting once a week.

They were particularly close when organising the partnership's main fundraising event, the Big Blue Bike Ride. The 1,500-mile relay cycle ride linked all 22 of the KPMG offices in the UK and raised more than £170,000.

Another key element of the partnership was raising awareness of dementia among KPMG employees through drop-in lunchtime sessions at the firm's offices.

"It's key to educate people before you ask them for money," says Kelly.

"I think this has been a major driving force behind how successful the fundraising was."

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