Case Study: A 20-Year Partnership & Half A Million Supporters

Over nearly two decades, the partnership between the British Red Cross and Appco UK has grown, uniting humanitarian efforts and fundraising excellence that has connected millions of people affected by disasters and emergencies with those who want to help.  

This year, as Appco UK celebrates 25 years in the industry, they reach out to one of their longest-standing partnerships to reflect on the mission they share and how speaking directly to people is so impactful when it comes to inspiring them to give, their generosity making a difference and becoming part of a much bigger vision.

A Commitment to Excellence: The Brand Ambassador Advantage

The British Red Cross provides crucial aid, both in the UK and globally across more than 190 countries. From devastating floods and storms to ongoing conflicts leaving millions of people in desperate situations, the organisation tirelessly works to bring hope and practical support in times when life hangs in the balance. 

Central to the effectiveness of this partnership is the exceptional standard upheld by Appco’s Brand Ambassadors. These individuals are key representatives of the British Red Cross to the wider public, and their success hinges on more than charisma and communication skills; it rests fundamentally on deep empathy, a clear understanding of, and genuine passion for, humanitarian work.

Protecting the Brand and Mission

For the British Red Cross, quality isn’t just a preference; it’s a non-negotiable. As one of the world’s most trusted humanitarian organisations, every interaction with the public must be carried out with integrity. That’s why the high standard of Appco’s Brand Ambassadors has been such a crucial part of the partnership. 

These fundraisers are often the first point of contact between the public and the life-saving work of the British Red Cross. Their professionalism, empathy, and ability to connect with people in a meaningful way help build lasting relationships with supporters that are rooted in trust and shared purpose. It’s this quality that gives supporters confidence in their decision to make regular donations. 

Growing Together: Continuous Improvement and Mutual Trust

A partnership spanning two decades is rare in any sector, and, in fundraising, it speaks volumes about trust, alignment, and mutual respect. For the British Red Cross and Appco, longevity has become synonymous with progressive refinement. Each year, both partners enhance their collective knowledge, allowing their combined expertise to grow deeper and their strategies to become more effective.

Regular reviews, shared insights, and a transparent feedback loop allow both partners to refine their practices, setting the standard in face-to-face fundraising.

This approach manifests in several ways: 

1. Optimising our fundraising strategies to ensure that the British Red Cross can reliably anticipate income from new regular donors, so the organisation is always ready to respond swiftly and effectively to disasters and emergencies

2. Insights gained through two decades of experience enable constant improvement in fundraising efficiency, supporter satisfaction, and retention.

3. Continuity means less time spent onboarding, aligning, or recalibrating — and more time focused on impact. Also, the continuity of messaging with the charity’s mission and tone means that messaging isn’t just aligned, but embedded, resulting in stronger public understanding. 

Remarkable Results and Life-Changing Impact

The tangible outcomes of this enduring partnership are nothing short of remarkable. Over 500,000 people across the UK have been engaged by Appco UK's network of marketing companies and have committed to regularly supporting the work of the British Red Cross during this time. 

One illustrative example is the British Red Cross Disaster Fund. Appco Brand Ambassadors on the British Red Cross campaign speak to people about the Disaster Fund and how a regular gift can support their vital work. In 2024 alone, over £75 million from the fund was allocated to communities around the UK and overseas to help people in crisis. The funds were swiftly deployed to respond to 168 emergencies, directly benefiting over 19 million people across 101 countries.

The British Red Cross

While the British Red Cross is known globally for its rapid response to international emergencies, its work here in the UK is just as impactful. From helping families recover after house fires and floods to offering mobility aids and supporting people returning home from the hospital, their work touches lives in communities across the country every day. 

They stand alongside people facing loneliness, hardship, and displacement, including refugees and asylum seekers navigating the challenges of a new life. This commitment to compassionate, practical support at home reflects the same values that guide their global work: to be there when it matters most, with humanity at the core of every action.

Looking Ahead

In celebrating the milestone of half a million supporters and twenty successful years, the British Red Cross and Appco reinforce their resolve to continue growing together, raising funds that change lives and bring hope during crises. 

As the partnership moves forward, the commitment to excellence, continuous improvement, and impactful fundraising remains unwavering. Both Appco UK and the British Red Cross are driven by the shared goal of inspiring generosity and translating compassion into action.