Business Charity Awards: Employee Engagement Initiative of the Year – Barclays for Make a Difference pop-up event

For a company that has adopted policies that have resulted in a significant increase in charitable donations or activities by its workforce

What was the scheme?

In 2020 Barclays established a £100m Covid-19 Community Aid Package, including a commitment to match colleagues' donations. To increase the pace and volume of applications to the Matched Donations Programme, Barclays colleagues around the world were invited to take part in a “pop-up” fundraising day in July 2020.

The Make a Difference pop-up was the first virtual event of its kind at Barclays. The aim was to build on the bank’s annual Make a Difference (MAD) Citizenship campaign, where colleagues come together to make a positive impact in their communities, which takes place every October.

What happened?

A virtual team from across Barclays’ Corporate Relations and Citizenship departments took the initiative from idea to delivery in just a few weeks. Buzz was built with group-wide intranet articles, targeted regional communications and newsletter updates.

The event itself was in the style of a TV telethon, and included a combination of pre-recorded and live content lasting more than 18 hours, starting in Asia-Pacific and ending in the Americas.

Content included a virtual awards ceremony, and senior leaders presented cooking shows, workouts and TikTok dances. Colleagues were encouraged to submit photos, selfies and videos and these were published during and after the event on internal channels to encourage further donations.

Why did it win?

With colleague contributions and Barclays matching, the event raised £1m for charities supporting Covid-19 relief efforts. The event also raised awareness of the featured charities: for example, almost 800 Barclays colleagues signed up to become befrienders for Age UK.


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