What do you picture when you think of Christmas?

Let me guess. Turkey with all the trimmings, board games, Christmas jumpers, spending time with your loved ones. I bet you don’t picture being alone in an airport. 

Well, that is exactly where I found myself on Christmas Day in 2016. 

I was working as cabin crew at the time and had been scheduled for a flight that landed from Abuja, Nigeria on Christmas morning. There was no public transport running from Heathrow airport on Christmas Day. I didn’t own a car, couldn’t afford a taxi, and all my family were in Yorkshire. 

I was stuck. 

Desperate, I posted a plea on a cabin crew Facebook forum, and it was answered by a fellow cabin crew member called George. George was also landing on Christmas Day and said he would drive me home as it wasn’t out of his way. It wasn’t until we were heading to my apartment that I found out that George didn’t live anywhere near me! But he said he couldn’t bear the thought of anyone spending Christmas alone in Heathrow’s Terminal 5. 

George’s act of kindness meant so much to me. He even ended up with his very own page in my cabin crew scrapbook – because I never wanted to forget my very own Christmas miracle. 

Now, that might sound extreme, but that’s exactly what it felt like for me. I’d never been so happy to be back in my own apartment in my Christmas jumper, eating a turkey sandwich. 

And today, the memory of George’s Christmas Day act of kindness brings me to the fundraising idea I wish I’d thought of – the charity 52 Lives and their Second Chance Fund. 

52 Lives is a small charity with just three staff. But despite their size, they have a big mission. 52 Lives aims to spread kindness and change someone’s life every week of the year. They do this by nominating someone in need, sharing their story online, and asking for whatever it is they may need.

What I like most about 52 Lives is that they don’t have any big fundraising asks. 

Yes, that’s right. They don't focus on return on investment.

I know this sounds crazy and goes against everything we are taught as fundraisers. But what 52 Lives does is very simple and effective – they ask a donor to help a specific, named person. 

This might be via a monetary donation, or it might be by giving something tangible such as furniture for women and children or refugees. It might be writing letters to people who are ill in hospital and struggling or supplying school shoes for children in need. There are no huge fundraising asks or amounts that can often feel too much for the average person. 

52 Lives focuses on simple, small gifts and acts of kindness.

Practically, 52 Lives makes this happen by accepting one-off donations or setting up wish lists on websites such as Amazon and facilitating drop off points and delivery to those families in need. Every gift is even more personal, because the charity shares the names of the people who've requested the help. 

And that means every donor knows exactly how they are helping and who they are helping. 

As you can see above, these are three recent Instagram posts from 52 Lives. They’re asking for help for Isaac and Ivy, Winnie, and Luna. Real people, real lives, small acts of kindness. 

52 Lives also post frequent life updates, so their donors can see exactly how they have helped and the difference it has made. As a result, 52 Lives has a community of over 100,000 donors. Each one is motivated by kindness and the act of helping to change lives every week. 

Thanks to their kind donors, 52 Lives has helped more than 500 people already with individual gifts, items, messages and of course, kindness. But their Second Chance Fund takes this even further. According to the 52 Lives website, here’s how it works:

‘The Second Chance Fund was launched in September 2022 thanks to a generous grant from one of our long-term supporters - Bill - who wanted to provide a way for us to give extra support to people we have helped in the past. He initially talked about leaving a legacy for this purpose but decided to (in his words) celebrate being alive by donating a portion of it right away.

The Second Chance Fund is a pot of money that will be used to fund essential small items for people we have helped previously, to give them a little boost of support in times of need. We hope that a small amount of well-timed support may help prevent larger issues from developing.

For example:

• We could equip a child with school shoes or a blazer.
• We could provide clothing for a job interview.
• We could replace a broken small appliance.
• We could buy warm winter bedding.
• We could buy a mattress when a baby outgrows a cot.
• We could provide some support after a bereavement.

The fund will be managed by 52 Lives and limits will be placed on what someone can apply for and how often to ensure the fund helps as many people as possible for as long as possible.

The Second Chance Fund was initially funded by Bill’s donation, but we have since had some generous donors helping to top up the fund – and we welcome donations or legacy gifts from anyone else who would like to contribute....’

How amazing is that? A new fundraising idea, the successful Second Chance Fund campaign, stemmed from one donor’s enthusiasm and small act of kindness.

This process of raising funds and generating support reminds us that, in life and in fundraising, kindness is contagious – AND it’s backed by science.

Research has shown that when we experience kindness, it releases a hormone in our brain called dopamine. This makes us feel happy and elated. And guess what? That feeling happens whether we receive kindness, give it, or even just see it. 

If, like me, you’re interested in the science around why kindness feels so good – check out this article from the British Psychological Society, it says:

‘There are numerous benefits to being kind:

• The warm feeling of wellbeing following an act of kindness isn't just in our head. It's in our brain chemicals, too. Studies have indicated the benefits of kindness affecting both the giver and the receiver as it increases positive biochemical responses in humans.
• Kindness increases oxytocin production, which is said to be responsible for, among other things, increasing feelings of happiness. This may also boost feelings of trust, according to a University of Zurich study, which in turn helps to reduce anxiety and boosts self-esteem.
• The 'helper's high' brings a biochemical change. Our brain's pleasure centre lights up as a reward for being kind causing a dopamine rush - a hormone that is strongly associated with feelings of happiness. As a giver, you feel as good as a receiver. According to a University of California, Berkeley study, the 'helper's high' is said to produce enough endorphins to have the same mental effect as a mild morphine high.
• Kindness may also boost levels of serotonin. Serotonin is responsible for positive mood, overall mood regulation and general wellbeing. It has benefits for memory, learning and brain function.
• Kindness strengthens our social relationships and connectivity. A Harvard Business School study involving 136 countries found that societies, which were the most charitable and financially generous, had the happiest people.’

Jamie Thirsten, the founder of 52 Lives, frequently talks about the science of kindness on the charity’s website and refers to the work of Dr. David Hamilton. Dr. Hamilton believes that kindness is contagious in three key ways. 

First, emotional elevation. Second, kindness relieves stress and worry. And third, social contagion. When we see acts of kindness happen, we want to mimic that and do it ourselves.

So, how can we harness the power of kindness in our fundraising?

The impact of kindness in your fundraising might manifest in different ways. It could mean your manager advocates for your big and bold idea in front of trustees. It could mean you take time out to mentor a new volunteer or staff member. Or it could be sending a card to a long-standing donor to show your gratitude for their generosity. 

By stacking these small acts of kindness and watching them grow, you can make real progress in achieving your longstanding personal goals as a fundraiser or hitting those all-important fundraising targets. 

Remember, kindness has the power to change lives and potentially change the world too. George’s act of kindness inspired me, while the work of 52 Lives inspires their donors each and every week. That’s the power of kindness. 

IMAGES ©: 52 Lives, Rebekah Jerram, Canva 

Watch Rebekah Jerram celebrate 52 Lives at SOFII’s I Wish I’d Thought of That conference, 2025