Awards

This award is for the best campaign conducted by any regional charity, or a branch of a national charity. Some regional events have national impact. Such was the case with the winner of this award, which gained the support of four local authorities, local media, the business community and the British Red Cross, despite having its fundraising role thrust upon it literally overnight.

Rapid deployment of information to the local press went alongside direct targeting of philanthropists, companies, trusts and individuals. A huge range of ways in which people could pledge support was mobilised, from over-the-counter donations at banks to galas and challenge events and on to local radio campaigns.

This regional grant-making charity had never ever done anything like this before. They had to learn fast and learn on the spot: everything from how to organise volunteers to how to respond to acute individual need. And they did it. In June 2007 a target of £500,000 was set. By November over £1m had been raised. The total has continued to rise, reaching a potential £1.5m.