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Opportunities

In an increasingly competitive global marketplace, strong partnerships can help businesses achieve their commercial goals. There are multiple ways in which companies and other organisations can work with the Legion. Opportunities include:

The Poppy Appeal
Cause related marketing
Affinity marketing
Event sponsorship & Corporate hospitality
Corporate donations
Teamwork
Give As You Earn

The Poppy Appeal

A poppy collector This is the most visible part of our annual fundraising activities and more than three quarters of the UK population pause for the Two Minute Silence on 11th November. With an outstanding level of recognition and recall, it's a great way to get your company involved. The simplest way is to make poppies available for your employees, clients and customers, in the lead up to Remembrance Sunday in November. But there are also many profitable ways to raise awareness of the cause.

For example, The Pocket Group teamed up with The Royal British Legion to produce a downloadable poppy logo for mobile phones. The Sun newspaper was selected as our media partner providing great publicity for The Pocket Group. A take up of over 23,000 downloads generated significant income for the partnership.

Cause related marketing

Anzac Biscuits The poppy brand and all it represents makes The Royal British Legion an ideal charity partner for Cause Related Marketing initiatives. Partnerships include products such as beer, wine, whisky, batteries, biscuits and CDs!

One very successful partnership is with Anzac biscuits. Originally baked by Australian wives and mothers to send to the Front Line, these traditional biscuits are distributed in the UK by Siro (UK) Ltd. In return for brand endorsement, they donate 4% from their sales to support us. Anzac worked with community and regional fundraisers and developed a series of fundraising Anzac Tea Dances. These have fostered community spirit and generated valuable PR. The successful partnership resulted in the winning of the prestigious 'Community Partnership Award' from the Institute of Grocery and Distribution. So today, nearly 100 years on, Anzac biscuits are still supporting the serving and ex-Service community and their families.

Affinity marketing

Poppy cameras With 450,000 members and a broader customer base from our trading subsidiaries Royal British Legion Trading and Poppy Direct, we can give your company access to a 'warm' target audience. Customers sourced through affinity programmes are more satisfied, have more confidence in the product or services and consequently have a higher lifetime value.

An affiliation with The Royal British Legion will give you access to:

450,000 members
300,000 supporters
300,000 Poppy Collectors

Events & Corporate hospitality

Fundraising Events Throughout the year, we run a wide range of prestigious events; from Race Days at Newmarket and Kempton Park to our popular Christmas Celebration at the Guildhall. These events offer superb opportunities for you to entertain both your clients and employees, whilst promoting your company's support of The Royal British Legion to a wide audience.

NTL have enjoyed a long and successful association with The Royal British Legion through sponsorship of Poppy Race Days. Some of the sponsored races have been broadcast live on Channel 4, giving NTL lucrative brand exposure and their clients a great day out! NTL have followed this up with promotional offers direct to our members and supporters, increasing commercial revenue.

Doccombe European Ltd have provided substantial support to our Bike Rides, by providing back-up vehicles and bike transport. This ensures their branding is seen on journeys across southern England and northern France.

Corporate donations

Corporate donations Throughout the year we run a wide range of events around the country. By donating gifts-in-kind for these events, your company's brand will receive excellent exposure. Alternatively, we welcome any financial donation you would like to make.

For example, the BT Charity Challenge was promoted amongst BT's top 300 clients and supplier partners, who purchased raffle tickets to win a Porsche Boxster. This strengthened relationships between the parties and generated substantial revenue.

Teamwork

It's a Knockout! Getting staff involved with fundraising activities is a great way to boost morale. For example, the Legion's 'It's a Knockout' challenge joined together military, charitable and corporate teams. A wide range of local businesses were attracted to the event and relationships within corporate teams and the community were strengthened. The event gained the support of local media and created a high turn out from the general public.

Give As You Earn

Give As You Earn is the largest and most successful payroll-giving scheme in the UK. Giving directly from a payroll is an easy process and your employees can give as much as they like. All donations are completely tax free and any of your employees or pensioners who are paid under PAYE can donate.