first direct smashes £2.1m target for ChildLine
Against a backdrop of falling revenue from businesses to charities first direct's partnership with ChildLine, a service of the NSPCC, has exceeded its £2.1m target by over £176,000 through fundraising and pro-bono support.
Launched on 1 January 2009, the partnership originally pledged to raise £2m by 2011. For first direct's 21st birthday year, CEO Matt Colebrook further challenged the business to reach £2.1m in 2010 alone. The target was exceeded through the tremendous success of customer events and sponsorship, direct donations and pro-bono support.
The direct bank celebrated with its people on 19 January when Matt Colebrook, first direct's CEO, and Lyn Hallard first direct employee and ChildLine volunteer cut the celebration cake and congratulated the team on their efforts.
A key part of the partnership has been first direct's pro-bono work.
Russell Fleet, previously Sales and Service Manager in first direct's Leeds Call Centre, has taken on a 12 month secondment funded by the bank, working with a team to find better ways of delivering services to children. The team is made up of people from first direct, ChildLine and the NSPCC and their results will help improve efficiency and in turn redirect money from business costs to helping more children.
Mark Wood, NSPCC Chairman, commented: "We're really pleased with how successful our partnership has been with first direct. The work we've done with first direct has given us some great ideas for how we'd like to develop future corporate partnerships, especially with regards to pro-bono relationships. Not only have they managed to raise an amazing amount but they've also provided us with their expertise which will help us improve how we run ChildLine in future.
"I look forward to continuing our partnership in 2011 and building further on the strong pro-bono work we've already started."
Matt Colebrook, CEO of first direct commented: "We're really thrilled that we've managed to crash through our target! The extra money raised is a fantastic bonus and means that even more of the most vulnerable children and young adults can be supported, ensuring no child goes unheard.
"Working with ChildLine over the past two years has been really fulfilling for our people and forms the heart of our business. We've learnt a lot from the experience and we're proud to continue our support for such a great charity."
The partnership will continue into 2011 where the focus will move to the impact first direct and ChildLine are having on the lives of children in the UK. 'Children Matter More' is first direct's social leadership strategic focus in 2011 and will centre on its national partnership with ChildLine and the NSPCC, whilst also creating further partnerships to improve the lives of children locally.
ChildLine counselled just over 151,000 children and young people in 2009/2010 and this would not be possible without the public's generous sponsorship and donations.