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Introduction to Bauer Radio's Cash for Kids Charity

Provided by Bauer Charity
Cash for Kids' is the Cause Related Marketing arm of Bauer Media's core radio business.

Tell us about the Opportunity / What is it?

Since 2006 funds raised have increased significantly from £3.2 Million to £9.7 Million in 2011. We raised over £10.5 million in 2012. We have a central web site which links to the individual radio station charity web pages.

What is the Marketing Objective?

In local communities all over the UK there are children living in poverty, in care homes etc. Families identified as living in poverty have less than £10 per day per person for food, heating, toys, clothes, electricity and transport. UK Child poverty has doubled since 1979. Cash for Kids is the umbrella brand for Bauer Radio's charitable operation. In 2011 we raised £9.6 Million to support sick and underprivileged children in local communities across the UK. Since 2004 we have raised £44m and help on average 600,000 children per year.

How does it work?

Cash for Kids is group of local,'grant making',charities with a broad framework of criteria (we can help any child from birth to 18 or other children's organisations, so long as they can legitimately demonstrate a genuine need).We guarantee that cash raised locally is spent locally. We operate under one registered charity number (England & Scotland) with one brand however each local operation employs a dedicated charity team with local charity manager and fundraisers; each local station has their own bank account to ensure funds are directed to local causes & individuals

Who's used it in the past?

6 year old Olivia Story from Cumbria lost both legs below the knee and an arm,as a result of contracting meningococcal meningitis when she was three.Olivia became the first child in the country to have specially made'life like' prosthetic legs to wear. Cash for Kids purchased the first set of new realistic limbs for Olivia following an appeal which raised over £85,000 and will provide limbs for her as she grows throughout adolescence and in to adult hood.Cash for Kids (working with NHS prosthetists at Cumberland infirmary)enabled Olivia to walk and play like other children

Features / Benefits

Supporting a charity gives staff and customers the feel good factor and makes them feel better about working for your company. It also directly drives sales. . 68% think positively of brands which make charitable donations* . 58% prefer to buy from such a brand 'if faced with a choice* . 28% would pay more for brands which donate to charity*

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Guide PriceReach & FrequencyTarget AudienceMedia Types
Contact for details18 - 34
25 - 34
35 - 44
45 - 54
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