What is the partnership?
The Financial Times has worked with Crisis, the national charity for single homeless people, for 20 years. This long-term partnership helps to raise awareness of the problems surrounding homelessness and to raise funds for Crisis’s work.
What did the company do?
The FT has supported a number of Crisis fundraising campaigns over the years, but the cornerstone of the partnership has been the Crisis Christmas Card campaign. Rather than send Christmas cards, businesses are encouraged to donate to Crisis. The charity’s research shows that the main draw of the campaign is the opportunity to appear in a “Thank You” double-page-spread advert printed in December. This is premium advertising space donated by the FT every year.
Why did it win?
The FT has donated advertising space to Crisis worth about £256,000 every year, which has brought in £11m in donations since the partnership began. FT staff have recruited high-value donations from private companies and helped to grow its supporter base. The company itself has donated more than £97,000 directly to the charity, and has helped launch the Urban Investors campaign, encouraging donors to see their charitable contribution in terms of an investment in society.
The security offered to Crisis by this long-term partnership has allowed the charity to expand into a year-round grants programme that backs innovative solutions to homelessness.
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– Guardian News and Media with Charities Trust