Charity of the Year
United Co-operatives case study
Diabetes UK was chosen as the United Co-operatives official charity partner for 2006 and 2007. Over the 18 month period of the partnership, staff connected with our cause in an unprecedented way and made this partnership the Society’s most successful ever charitable adoption, raising £580,000.
Not only was the initial fundraising target exceeded by almost 300 per cent, but as a result of promoting educational messages about diabetes, a number of the Society’s employees made significant changes to their diet and lifestyle to reduce their own risk of developing Type 2 diabetes.
The success of the partnership was so considerable that United Co-operatives invested in groundbreaking post-partnership research - drawn up by a professional market research agency - which sought to analyse employees’ reasons for supporting the charity so wholeheartedly. Responses revealed that staff found diabetes an interesting, stimulating cause and a refreshing alternative to the more ‘traditional’ Charity of the Year choices.
“Our partnership with Diabetes UK has provided a strong vehicle to motivate and mobilise our workforce whist raising money for a very serious condition, which can lead to heart disease, blindness, kidney failure and amputations.
"Ever since we announced that Diabetes UK would be our Charity of the Year, the response from our staff has surpassed all expectations. Staff have really connected with diabetes making this partnership our most successful ever.
"Diabetes UK is an excellent and effective partner, doing fantastic work and worthy of our support," said Sarah Robinson, Charity Manager, The Co-operative Foundation.