The numbers game

The run-up to Christmas is a busy time for many charities and for charity givers. There's something about the retail frenzy of the festive season and the self-indulgence associated with big meals and parties that triggers a guilt trip in people. Fundraisers cash in on this, and the "big Christmas appeal" serves as a useful financial fillip for many charities.

But a one-month push, while serving a purpose, can't sustain a charity for the rest of the year - a drip-drip, year-round schedule of fundraising is also needed if financial security is to be achieved. This process is helped if a large company decides to "adopt" a charity and commit to raising a substantial amount of money in a given time frame.

£250,000 pledge

In hospitality, Whitbread and Compass, among others, are well known for their support of charities and community projects. In November 2002, however, it was 3663 First for Foodservice that agreed to support the industry's main charity, Hospitality Action, pledging to raise £250,000 over the following 12 months. The money in the coffers is still being counted, but it looks as if the company will achieve its target.

"It has been a challenge at times," says Alex Fisher, managing director of 3663's multi-temperature division, "but I'm confident that we'll get there."

It was the first time that 3663 had opted to raise funds for one national charity instead of supporting smaller charities and community initiatives local to each of the company's regional depots. So why the change of policy for 2003?

"There were two reasons, really," says Fisher. "It all started when Aramark boss Bill Toner asked me join the Hospitality Action fundraising committee. Aramark had already raised around £100,000 for the charity and I thought 3663 could do better. Also, we wanted to demonstrate that we played an active part in the industry. Many people see us as truckers, just driving around delivering goods. So we wanted to show that we were more than that, that we had a strong commitment to the industry."

This is a growing aim for companies these days. Cause-related marketing (CRM) is fast becoming a key strategic tool for the leading players in most market sectors. Whether a company is looking for improved public relations, product differentiation, enhanced brand loyalty or bigger sales, CRM can deliver all of these benefits while simultaneously providing resources for charities.

With 3663 it goes further. Fisher also felt that Hospitality Action (HA) needed to raise its profile in the industry, particularly outside London. "We realised that most of our staff at the various depots, and many of our customers, didn't even know what HA was. They had never heard of it, in fact. I felt that we could really help give the charity the exposure it needed around the country, even if we knew it was going to be a hard sell."

He believes this goal has been partly achieved. "HA's profile has improved enormously," he says. "It still has some way to go, but more people have heard of it now."

The 3663 year of action began at a briefing for regional staff, held at the Ramada hotel in Newbury, Berkshire. The main objective of the day was to brief the key staff who had been appointed as fundraising "champions" in each of the company's depots. They then went away and started organising fundraising events.

At a national level, the company donated the wine and water to the HA Ball; it participated in the HA "It's a Knockout" event and provided refreshments on the day; and, most famously, it produced a "naked" calendar, with key members of staff posing in the nude.

With the likes of chief executive Fred Barnes and group sales director Andy Kemp behind the campaign, events such as raffles, sponsored walks, family fun days, mufti days and bungee jumping were organised.

The money began to roll in, although it was often split 50-50 with local charities, which the regional depots continued to support.

Mind you, the programme was not without hassles. Fisher again: "I suppose the biggest problem was convincing people that they should support a charity that they hadn't heard about before. Our teams were used to raising money for either local projects or national charities for cancer, diabetes, children, that sort of thing."

But, all in all, Fisher regards the scheme as a success. "HA was definitely the right charity to choose," he says. "Being national, it helped create a big-company team spirit; it helped build morale and was fun to be involved in."

The question now is, given the successful model set up by 3663, will other companies follow suit in their support of the industry's main charity? HA certainly hopes so.

Hospitality re-Action

Jim Stephenson, chief executive of Hospitality Action, says: "We were delighted when 3663 First for Foodservice nominated us as their dedicated charity of the year. We have been very grateful not only for their invaluable support and commitment but also for raising the profile of the charity and the work we do to their own customers and staff.

"We believe that both management and staff had a lot of fun in fundraising for Hospitality Action through the year. We look forward to their continued support and hope other companies will follow their lead in making us their charity of choice."

Diary date

Make a note in your diary - the 2004 Hospitality Action Ball, organised by Caterer, will be held at the Grosvenor House hotel, London, on 3 September. Platinum sponsorship worth £30,000 is being donated by 3663.