Background: http://www.savethechildren.org/

The STCF sought new fundraising initiatives to aid its contribution to local charitable support agencies. A partnership was formed, comprising of: residents, community support groups and local businesses. 

The partnership's success ultimately depended on encouraging as many of the above groups as possible to contribute to the initiative and become involved with the regenerative networking  process. A complicating factor was that although the local community gave excellent support to charitable causes, the catchment area had a total of some 38,000 residents and demand on the support required for other equally worthwhile causes had a 'dilution' effect on available resources.

By encouraging those who would be directly involved in the initiative, the partnership hoped to deliver a number of projects which would most benefit the selected charity and the wider community. In order to achieve this the partnership would need to: determine an appropriate 'vehicle' which would significantly raise awareness in support of the initiative. 

Key Objectives:

• to devise a suitable and replicatable 'vehicle' to deliver the project
• to raise the business community involvement and support
• to recruit participation from the wider community
• to increase press and media coverage about the initiative
• to develop a core competence amongst members of the partnership

Plan & Strategy:

Translate Scotland constructed a marketing strategy which clearly identified the elements and objectives of the campaign with focus on the key methods of creating community involvement through the incorporation of balanced media coverage.

Community involvement and awareness was stimulated by the creation of an annual cycle fun run and a series of cycling safety events entitled 'C in the Park' organised in conjunction with cycling proficiency authorities, local schools and sports groups.

Local authorities and indigenous businessess backed the theme and their support contributed greatly to the success of the initiative.

Measurement and Evaluation:

Media support (press and radio) produced some 18 instances of positive editorial and advertorial content.

Contributions and donations to the local STCF charity shop exceeded expectations thus raising it's regional profile.

The event has now become an annual event and has lead to a support exhibition and numerous smaller campaigns being planned.