Business Charity Awards: Charity Partnership, Automotive & Transport – BMW Group UK with Alzheimer's Society

For an outstanding partnership between a company in the automotive or transport sectors and a UK charity

What is the partnership?

The BMW Group UK and Alzheimer’s Society’s Connect to Care partnership began in January 2019, with the aim of raising £200,000 over two years.

What did the company do?

In early 2020 BMW Group UK raised money for Alzheimer's Society’s Side by Side services, which connect people living with dementia with volunteers who support them to continue doing the things they love.

When fundraising events had to be postponed due to the Covid-19 pandemic the company created BMW Get Active for Alzheimer’s, encouraging colleagues to get active in whatever way suited them.

As well as raising money, this initiative had a positive impact on staff wellbeing.

Alzheimer’s Society also became a pilot partner for BMW UK’s rewards scheme, Inside Edge. When customers choose a charity donation reward, BMW UK donates £5 to Alzheimer’s Society.

BMW Group UK is working towards becoming a more dementia-friendly organisation. More than 300 employees have completed the Dementia Friends programme, so they can feel more confident to help or support someone affected by dementia. Staff also heard from a service user living with dementia, which increased their engagement with the charity.

Why did it win?

Despite the challenges faced, the partnership raised £207,000 in 2020 – more than double its original target – making it the most successful year of fundraising that BMW Group UK has had.

What did the judges say?

“A truly inclusive approach from BMW to engage all colleagues to support the partnership,” said one judge. “Great results and delighted to see the partnership extended for another year.”

Finalists

The Rail Industry – led by Wordline, Porterbrook, HS1, Network Rail, TfL, Rail Delivery Group and HS2 – and Railway Children

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