Business Charity Awards: Charity Partnership, Fashion and Retail - Hobbycraft with Together for Short Lives

For an outstanding partnership between a company in the fashion or retail sectors and a UK charity

What is the partnership?

A shared belief in the therapeutic power of art and crafting is at the heart of the partnership between the arts and crafts retailer Hobbycraft and the children’s hospice charity Together for Short Lives. The partnership, now in its sixth year, raises vital funds and awareness for the UK's 54 children's hospice services.

What did the company do?

In 2017, Hobbycraft customers and colleagues raised a record-breaking £300,000 through a variety of activities. Digital charity box Pennies was rolled out to all Hobbycraft stores, allowing customers to donate 20p at the till during a transaction. A 5p carrier bag levy generated almost £65,000 during the year.
Stores also supported their local children's hospice with fundraising activities, year-round awareness-raising and gifts in kind, to help children's hospices deliver art and play therapy. In-store events included the third annual Craft-Tea, where customers were encouraged to join one of 87 in-store Craft-Tea parties or host their own with the help of a bespoke fundraising guide. Other events included Superhero Saturday and Hobbycraft's Haunted Halloween.

Sponsorship activity included a 22-mile trek through the South Downs involving 38 staff, which raised more than £32,000. The chief executives of Hobbycraft and Together for Short Lives raised £26,477 by scaling a 175ft cliff in the dark and abseiling down through heavy fog.

Why did it win?

The partnership has seen consistent increases in the annual amount raised, from £80,000 in the first year to £300,000 in year five. In total, the partnership has raised more than £850,000.

In 2017, Hobbycraft created its first festive film #TogetherThisChristmas, which aimed to highlight the work of children's hospices and encourage direct donations to Together for Short Lives. The film was viewed more than a million times.

Finalists

Amazon with In Kind Direct

Clarks with Unicef UK

Selfish Mother with Save the Children

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