Making sport matter to double donations

London 2012 was the perfect opportunity to launch a relationship centred on British pride. Especially when that relationship is between a sporting charity and its supporters. So when SportsAid asked us to reimagine their annual flagship fundraising awards dinner, we couldn’t wait!

But charity fatigue is a real problem. Our challenge was to cut through competition to make sport matter to win record funds and secure corporate partners. 

As donors, we all want our money to impact lives. So, we brought the beneficiaries, the young professional athletes supported by SportsAid, to the event. We invited guests to ‘Be the Difference’ in their lives and connected them together through an immersive showcase with a difference. 

It worked. We increased SportsAid’s SportBall donations by 240%. 

Nine years on we’ve been bringing more PBs to this evolving event; not least competing on the world stage when HRH The Duchess of Cambridge became patron in attendance in 2016.

And as gala dinners die out, we get ready to reimagine the event once again for Tokyo 2020.