Social Value

For many people, ‘doing their bit for charity’ is a simple case of setting up a standing order or putting some spare change into a collection tin.

Of course, monetary donations such as these are always gratefully received, but many charities are also starting to ask their donors for something different. Instead of just asking for financial gifts, they have been encouraging people to donate acts of kindness.

Whether it is passing on beloved old clothes or toys to those less fortunate, sending used Christmas cards to be recycled into new ones, or carrying out an everyday gesture of goodwill, acts of kindness can foster a real sense of purpose – bringing donors and benefactors closer together.

Over the past few years, there have been many innovative and inspiring kindness campaigns. Here, we take a closer look at some examples.

The Bike Project

The Bike Project is a small, London-based charity that refurbishes donated bicycles and distributes them to asylum seekers and refugees. Since its creation in 2013, it has given out more than 4,000 bikes.

For Giving Tuesday in 2018, the charity provided its beneficiaries with a little extra. Marketing Manager Anna Chapman explains: “We decided to join in with Giving Tuesday in a different way this year. Rather than asking for donations, we encouraged people to write seasonal cards that could be handed out with our bikes.

“We felt that sharing personal messages of welcome would enable our supporters to better connect with our beneficiaries. A lot of the work we do is about community, and a simple act of kindness can mean a lot to the people we support.”

The campaign was a huge success. “We were delighted with the response we received,” says Anna. “We put the call out via our social media channels using an eye-catching image. Lots of people got in touch saying they were going to take part, and it created a real buzz online. We plan to give out [the greeting cards] with our bikes at upcoming bike donation sessions.”

Women in Prison

In 2017, the charity Women in Prison asked people to send in the front page of their used Christmas cards. The idea was that prisoners could recycle these into cards and decorations for children in the run-up to Christmas.

A call-out on Twitter went viral, and was even retweeted by Hollywood stars Cher and Bette Midler. As a result, Women in Prison received more than 5,000 cards. “People included lovely messages of support alongside the cards,” said a spokesperson for the charity. “It was a highly inspiring and warming experience.”

In fact, so popular was the campaign, that the charity had enough cards left over to distribute this Christmas. So, instead of asking for more, it is asking people to donate the postage they would have spent on sending them. To facilitate this, it has created an online platform.

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