Summary / objectives

The Hour of Need campaign was launched in June 2014 with the aim to raise £500,000 by December 2016, which equates to funding an hour of care by a Marie Curie nurse for every hour of the campaign.

Background

The campaign involved fundraising activities in branches of the YBS and agencies, with employees taking part in various challenges such as the Yorkshire 3 Peaks and the very popular Marie Curie Bond.

Society colleagues also volunteered over 3,000 hours of their time in Marie Curie shops, hospices and street collections throughout the campaign.

Creator / originator

Marie Curie

Special characteristics

The campaign was launched to coincide with the 2014 edition of the Tour de France starting in Yorkshire, combining celebrating the Tour with promoting the Hour of Need campaign. This consisted of two elements to maximise fundraising:

1. A colleague bike ride following the route of the opening three stages of the Tour over three consecutive days, covering a total distance of 546km. 48 colleagues participated on at least one day of the ride.

2. A partnership launch day held across all of the Society’s 235 branches and office sites involved colleagues fundraising by covering the 190 km distance of the first stage of the Tour on a static bike.

Colleagues at sites unable to participate in the static bike challenge held themed fundraising activities such as ‘wear a yellow jersey’ day in support. In 2015, Marie Curie organised a tea brewing challenge to beat the Guinness world record, with cream tea parties organised in YBS branches across the county.

YBS launched a special Marie Curie fixed-rate bond, with a percentage going to Marie Curie, allowing the charity to break their fundraising target by raising £334,000. Other events included a keepy uppy challenge (that’s a football (soccer) thing for our non-British readers!) with football pundit and former player Chris Kamara and the sale of Christmas decorations within branches of the Yorkshire Building Society.

Beyond fundraising, YBS staff have volunteered in shops and hospices and launched a new co-created mentoring scheme between senior YBS staff and Marie Curie staff.

Costs

Not disclosed.

Results

• £1,143,924 raised (128 per cent above target).
• 57,196 Marie Curie nursing hours funded (128 per cent above target).
• 100 per cent of Yorkshire Building Society colleagues engaged in some form of fundraising activity throughout the campaign.
• 79 per cent  of members and 82 pr cent of colleagues have a more positive perception of YBS thanks to the Hour of Need campaign.
• 1,101 media articles (37 per cent above target).