The Royal British Legion | Fundraising Team
2020 marked the first time in the history of the Poppy Appeal that Legion volunteers were unable to carry out face to face fundraising collections in England and Wales. Never in the charity’s history, even during the Second World War, have all face-to-face collections been cancelled.
The Poppy Appeal delivers around 50% of annual fundraised income, so the organisation was facing a crisis.
Poppy Appeal needed to be delivered in a brand-new way, keeping supporters, volunteers, and staff safe, while raising much-needed funds.
The team sprung into action, developing new products, exploring new routes to market, and looking at how they could utilise skills and knowledge, relationships and expertise to deliver a holistic campaign with the single aim of making Poppy Appeal a success.