Best New Charity Event


Alzheimer’s Society – Insurance Day of Giving

On Thursday 8 November 2018, 35 insurance firms united against dementia in a cross-industry effort to bring hope closer for the 850,000 people in the UK affected by dementia. Up and down the country, bake sales, raffles, and dress down days took place in aid of Insurance United Against Dementia.

The brainchild of IUAD board member Andy Tedstone, the Day of Giving was designed to reach everybody in the insurance industry. ‘There are 300,000 people working in the UK insurance industry,’ said Andy. ‘If we each raised just £1, we could fund 10 PhD researchers for an entire year.’

The industry went above and beyond, nearly tripling the initial target and raising an incredible £70,000 to support critical work at the UK Dementia Research Institute.

Through one simple ask, we were enabled the industry to make an enormous impact through an accessible, flexible concept – one day, one industry, one cause.

The event was such a success, that we already have a number of firms signed up to the Insurance Day of Giving 2019, which will take place in November.

Blue Cross – Bark in the Dark

Bark in the Dark was inspired by our relationship with the Forestry Commission and, as an animal welfare charity, we were looking to develop an event which included a pet element and appealed to our audience of dog owners But we didn’t want to create just an ordinary walk. We wanted a walk that was a unique opportunity for people, primarily with dogs but not exclusively so, to be able to explore a venue at a time they wouldn’t normally have access. So we developed a 5 mile night time walk in the forest normally closed to the public. Adding to the excitement of walking in an eerie atmosphere of a dark wooded forest, the route was lit by the subtle lighting of fairy lights and glow sticks in the trees Dogs and their humans were encourage to don glow in dark the attire and brought torches to light the way. Bark in the Dark is a fresh look at a participation event which turns an everyday activity into something fun and unique due to the timing and venue. It offers people the opportunity to take part in a fun social activity, keep active and raise money for charity.

Cancer Research UK – Pretty Muddy Kids

Pretty Muddy Kids, is an exciting extension of one of the best known brands in the UK, Cancer Research UK’s Race for Life. Since launching Pretty Muddy Kids in 2017, to run alongside our popular obstacle mud run series, Pretty Muddy, we have been delighted with it’s success. Kids love the event series, as it is fun, muddy, but most importantly has fundraising at it’s core and is helping us to encourage our youngest supporters to help us raise fund to beat cancer sooner. Pretty Muddy Kids is a great way for us to involve the whole family in the Pretty Muddy series and we look forward to continuing to expand and innovate into 2019.

JDRF – Kapow! Superhero Challenge

Collaborating with other charities, a super hero themed triumph! This year for one of JDRF North’s events we created the charity package that we’d always dreamed of receiving and offered it to other charities. We said no to a three year contract, volunteer commitment and extra cost for marquee space. We said yes to pay as you go places, equal branding and press coverage and sharing marketing materials. Doubling its income on previous JDRF North events with £35,000 raised, the Kapow Superhero Challenge was the biggest charity event in Leeds for 2018 and a fantastic step forward for JDRF’s visibility in the region. Kapow proved a different model could work for charity events- one based on cooperation instead of competition, as ten partner charities raised over £30,000 in risk-free income and independent runners raised another £10,000 for causes all around the world. Whether you’re JDRF, another Leeds charity or just following the charity events industry, Kapow was the event that made people sit up, take notice and wait with bated breath for the sequel.

National Society for the Prevention of Cruelty to Children (NSPCC) – Unforgettable

‘Unforgettable’ is an evening of fine food, drink and entertainment at prestigious members only club Annabel’s. The 2018 event was hosted by Dame Esther Rantzen DBE, Geri Horner, Richard Caring and long standing and significant supporters of the NSPCC.

An evening of friends and peers coming together to celebrate and launch Childline’s new campaign One Unforgettable Day. Asking supporters to pledge £30,000 to Childline, offering them in turn an exciting and unique opportunity to take ownership of Childline on a special day of their choice. We raised money from pledges alone through a unique and immersive 360-degree virtual reality film based on real stories giving you a powerful insight into what really goes on in the counselling room and what it’s like to be a Childline supervisor.

Guests enjoyed exclusive performances from Jools Holland and his band, Olly Murs and Melanie C who performed an off-the-cuff Spice Girls duet with Geri Horner.

We raised £424,250 from the pledge at this event receiving donations from over 50% of the guests and were able to re-engage lapsed donors which has subsequently led to further positive conversations and long-term gifts. This far surpassed our original target expectations.

Shelter – Sleep Walk for Shelter

Christmas is the most important fundraising period for Shelter, the UK’s leading housing and homelessness charity. Shelter used the occasion to get people involved with the cause beyond a financial donation. Shelter conceived, produced and delivered Sleep Walk for Shelter, a purpose-led mass participation, cause led 10k night time walk that not only generated funds for Shelter, and rallied a millennial audience around our mission to defend the right to a safe home.

The inaugural event smashed every participation, fundraising and publicity target as people united to walk to end homelessness. Raising over £255,000 in year one, securing over 40 pieces of national press coverage, thousands of shares on social media and is set to raise even more awareness and funds in future years as the event grows in income and size and becomes established in our successful event calendar.

Tayaba – Eid Extravaganza

Grand Sapphire hosted a charity event on 16th of June 2018 to raise funds for Tayaba org, a water charity, to raise funds for water crises hit areas in Pakistan Chaand Raat or ‘The night of the moon’ is a festival which marks the end of Ramadan or Ramzan One of the highlights of this celebration is a small scale fair that is set up either within the neighbourhood or fair grounds which offer clothing, jewelry, henna tattooing, fashion items, games for all as well as arts and crafts – that set grounds for a fundraiser on a festive night Chaand Raat Extravaganza in Croydon was celebrated as a multicultural and multifaith event that attracted more than 2000 people The charity event was novel in its layout, design and execution The guests were treated with freebies on their arrival Then they proceeded to stalls where lots of festive stuff was available on offers The mid of the cross section was converted into a colourful stage for performing artists Food stalls were placed in the periphery where the guests could nibble at the street food Glossier, expensive and haute couture stuff was exhibited in the end where fashion show catwalk was

Tommy’s – London Landmarks Half Marathon

The inaugural London Landmarks Half Marathon (LLHM), organised by Tommy’s took place on 25 March 2018, giving 10,000 people the chance to take part in a new, quirky, charity mass participation event.

The idea was born in 2014 when Tommy’s noticed a big gap in the market. A central London half marathon taking in the City and the capital’s landmarks did not exist. So Tommy’s decided to take on the challenge of launching a new half marathon to benefit both themselves, and 100+ other charities too.

For a first-time event there was huge interest in entering. 70,000 people applied for the 5000 public places which meant public entry instantly sold out and there was huge demand for charity places.

As well as an iconic, central London course, runners experienced ‘The Grand. The Quirky. The Hidden’ of the capital. The LLHM route unearthed hidden gems through route signage, historical activations and historically themed charity cheer stations making the event a real celebration of London’s rich history. Feedback from runners was exceptional, with huge praise for the event’s organisation and atmosphere.

The fundraising target of £4m across all charity partners was smashed and £4.99m has been raised to date.