What is the partnership?
First Choice Holiday Villages needed to find a way of incorporating fundraising activity into an already busy programme of events. In 2008 the company partnered with the baby charity Tommy’s and launched its Tommy's Splashathon charity days, a family-friendly programme of pool and evening activities.
What did the company do?
Holiday Villages teams are trained to deliver a day programme of pool games and an evening HV's Got Talent show, including fundraising activities such as raffles, quizzes and facepainting. The activities are accompanied by bespoke fundraising materials, including posters, collection tins, flyers, balloons, T-shirts and stickers. Co-branded materials feature Peppa Pig, a Tommy’s supporter.
An ongoing challenge for the partnership is raising awareness of a highly emotive cause such as baby loss at a time when guests most want to be carefree and relaxed. Partnership activity focuses strongly on a message of celebrating family in all its forms.
The charity day takes place once a fortnight, the normal duration of a guest stay. The days are communicated as a core part of the programme and details are shared with guests clearly in advance.
Why did it win?
Partnership income has increased on average by 71 per cent every year, raising £600,000 to date. The partnership has focused its support on the creation and delivery of Tommy's new National Miscarriage Research Centre, the first of its kind in Europe. This year, First Choice is set to raise £170,000, which will run the centre for six months, directly caring for more than 24,000 families across the UK.
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