Business Charity Awards: Affinity Marketing - Winner: RSA with Motability

For a company that has successfully marketed products or services in conjunction with a charity and brought benefits to both parties

RSA with Motability
RSA with Motability

What was the project?

The insurance firm RSA provides bespoke home insurance to beneficiaries of Motability, a charity that helps disabled people with their mobility needs. The partnership was launched in 2009 and aims to raise £1m for the charity in five years.

What did they do?

For every home insurance policy sold through the scheme, which Motability promotes, an annual payment is made to the charity by RSA for the life of the policy. The policies include disability-specific features such as cover for stairlifts and liability for carers. The cost of the insurance has been kept down by offering competitively priced cover limits and by Motability taking a lower commission than most affinity partners.

Why did it win?

The campaign has gone from strength to strength and is on course to reach its £1m target. As of December 2012, 9,839 policies were active and a total of £636,000 had been raised. Members of RSA's dedicated Motability team have all attended disability awareness training, giving them an understanding of their clients and how the charity operates and supports people with disabilities. The partners estimate that the £1m raised will help more than 900 disabled people with mobility problems.

What did the judges say?

David McHattie, corporate director of public sector and healthcare at Barclays Corporate, said: "I love the fact that they have designed policies for the disabled client base and they cover items such as stairlifts."

Highly commended

Hastings Direct with the Pink Ribbon Foundation.

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