The aim of a partnership with Greenfingers Charity was to satisfy CSR objectives, deliver both commercial and charitable benefits and create a rewarding, enjoyable relationship.
The Kew Green Hotel family were keen to work with Greenfingers, a small, nationwide charity, believing their work, dedicated to enhancing well-being for seriously ill children in hospices through inspiring gardens, was innovative and creative and would capture the imagination of and engage their 3,500 employees UK-wide. The garden's geographical-spread reflected the hotel group's regional coverage.
Through a staggering variety of creative fundraising initiatives and ambitious challenge events, employees/customers/suppliers raised £233,000 for Greenfingers in just 2 years. Vastly surpassing all targets, this increased Greenfingers corporate income almost four-fold, generating 73% of corporate donations. From negligible charity engagement pre-partnership, 74% percent of Kew Green staff raised funds and the charity’s awareness was raised amongst 96% of staff. The hotel family and Greenfingers generated great press coverage/stories/PR opportunities/publicity.
Employees embraced horticultural/gardening volunteering opportunities, working together in the outdoors on exciting projects, offering a real sense of tangible achievement, which were, above all, great fun.
The partnership boosted moral, motivating staff to ‘give something back’ and enhancing team-spirit-enabling Greenfingers to create stunning gardens for a further 1,000 life-limited children.