FoodCycle first charity to benefit from IPA and Pimp My Cause
By Jennifer Faull posted in The Drum on March 17th, 2015.
The Institute of Practitioners in Advertising (IPA) has forged a partnership with Pimp My Cause to encourage more agency talent to work with charities and social businesses on a pro-bono basis. FoodCycle has been revealed as among the first charities to have benefited.
Pimp My Cause is an online platform that connects marketing volunteers with charities and social enterprises in need of support. So far, members have contributed over £3m worth of free marketing to global causes.
Through the partnership, the IPA will now be using briefs from charities and social enterprises in its residential courses.
The first charity to gain from this partnership was FoodCycle, a project that brings together volunteers, excess food and spare kitchen space to provide free meals to disadvantaged and socially isolated groups in the UK.
A live brief was given to delegates on the IPA’s Strategic Planning course – led by Dan Hill from Karmarama and Chris Gallery from Mother – with a view to developing strategic plans to help the company to achieve its fundraising goals.
“The challenge we posed was how to find to creative ways to engage an older and more affluent donor base without a media budget to drawn on,” said Steven Hawkes, the communications and fundraising manager at FoodCycle.
“The groups developed some truly inspiring yet thoroughly practical insights and ideas that we can realistically implement in the near future. It was a hugely positive experience working with the IPA and their members on the course and a great opportunity for a charity of our size."
Paul Skinner, founder of Pimp My Cause, added that the IPA trains some of the best marketers in the industry. "The chance to harness that talent to support the good causes we support is a tremendous opportunity," he said.