The charity partnership aim was to satisfy Kew Green Hotel’s CSR objectives within the community and environment, deliver both commercial and charitable benefits and create a rewarding, enjoyable relationship.
A small charity, Greenfingers, was chosen as charity partner as their work, enhancing well-being for seriously ill children in hospices through inspiring gardens, was innovative/creative and it was felt would therefore capture the imagination of and engage Kew Green Hotel’s 3,500 employees. The charity’s geographical-spread of garden projects reflected the hotel group's regional coverage meaning staff in hotels across the country could engage with and volunteer within local garden projects.
Through fundraising initiatives/events, employees/customers/suppliers raised £382,000 for Greenfingers vastly surpassing all targets, increasing Greenfingers corporate income almost four-fold, generating 73% of corporate donations, increasing the charity’s project output by 25%, enabling the charity to create stunning gardens for a further 2,000 life-limited children. 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. Great press coverage/stories/PR opportunities/publicity was generated.
Employees embraced horticultural/gardening volunteering opportunities, working together in the outdoors on exciting projects, building teams/relationships and offering a real sense of tangible achievement.