Charity campaigns – what are they and why should you support them?

In a world full of inequality and challenges, charitable actions bring a ray of hope to those in need. Small gestures can make a big difference to people’s lives and communities.

From this article you will learn:

• What is a charity action?
• What are the relationships between charitable action and corporate social responsibility?
• What are the relationships between charitable action and employee volunteering?
• What are the reasons for participating in charitable actions?
• How do you organise a charity action?
• What are examples of well-known charitable actions?
• What are the benefits of charitable actions?

Charitable action – definition

A charitable action is an initiative to help individuals or groups in need. It involves the voluntary and selfless giving of support, which can take various forms: financial, material, educational or emotional. The exact objectives vary, but focus on alleviating suffering, poverty, social inequalities, as well as promoting health, education, and social development.

A charitable action is an organised effort to raise funds or provide assistance to individuals or groups in need.

Definition of charitable action

Charitable actions have their roots as far back as antiquity – both eastern and western cultures had forms of helping the poor and needy, and many religions contain principles regarding charity and helping others. In the Middle Ages, Christian orders and churches often organised activities to support the poor, the sick and the abandoned. In modern times, especially during the industrial revolution and urbanisation, the need for systematic organisation of aid emerged – this is when the first modern charities were established and the ideas of philanthropy and social responsibility, promoted by Andrew Carnegie or John D. Rockefeller, among others, also began to take shape. Rockefeller.

In the twentieth century, especially after World War II, charity took on a global dimension when international organisations (e.g. the Red Cross, UNICEF or the World Health Organisation) were established to provide assistance on a global scale. Today’s charities often focus on development in the broadest sense – not only emergency aid, but also education, health and environmental protection or the fight against poverty.

The development of digital technologies has revolutionised the way charities are run. Social media, crowdfunding platforms and mobile apps have not only made fundraising easier, but have also increased the reach and effectiveness of initiatives. This has made it possible to respond more quickly to humanitarian crises and to engage people from all over the world in relief efforts. Today, charitable action is increasingly focusing on sustainable development and long-term projects, becoming an important part of global efforts to build a more just and sustainable world.

Charitable action and corporate social responsibility

Companies often integrate charitable actions into their CSR strategies because they see an opportunity to show community involvement and build a positive corporate image. Supporting charitable initiatives can help solve social problems. Charitable activities can support companies in building relationships with local communities, which is mutually beneficial.

It is also worth noting that CSR goes further than traditional philanthropy to include sustainable business practices such as ethical conduct in the supply chain, environmental protection, fair employment practices and investment in local community development. Charitable actions can therefore be one element of a broader CSR strategy.

Charitable action versus employee volunteering

Employee volunteering is often a key element of a CSR strategy – employers encourage employees to engage in charitable activities by organising team volunteering projects or by providing financial support to organisations with which employees work. Integrating employee volunteering with charitable giving benefits each party – charities get valuable support in the form of volunteers’ work, skills and time, and companies build a positive image and increase their employees’ engagement. In turn, for employees, volunteering provides an opportunity for personal and professional development, allowing them to learn new skills and build relationships. It also often has a positive impact on loyalty, commitment and job satisfaction.

Reasons for participating in charitable activities

Participation in charitable actions is motivated by a variety of reasons, but one of the main reasons is the desire to help those in need. People often feel empathy towards people who are in difficult situations in their lives, which prompts them to act. Involvement in charitable activities is also an opportunity to reduce the scale of social problems such as poverty, illness or inequality.

Participation in charitable activities can also form part of personal development. Volunteers often learn new skills, broaden their horizons and build their networks. For companies, on the other hand, involvement in charitable activities is often linked to building a positive image and reputation, and can be part of a CSR strategy. Participation in charitable activities can also be motivated by religious or cultural beliefs – many religious traditions and cultures around the world emphasise charity and helping others.

Organising a charity

Organising a charity event requires careful planning and the implementation of several key steps. Remember, however, that everyone is different and may need to adapt the process to suit your specific needs and context.

The first step is to define a clear objective for the charity – you need to decide who you want to help, what problem it solves and what specifically you want to achieve through it. At this stage, you should also develop a detailed action plan – set a budget, a timetable, the resources needed, and create communication and promotion strategies. A charity action also requires a team of volunteers and staff – they should have a variety of skills to respond effectively to foreseen and unforeseen events.

For the campaign to be successful, it is also important to choose a fundraising platform or method that is tailored to the specifics of the campaign. It could be a live event, an online collection, an auction, a raffle – the choice depends on the objective, the target audience and the available resources. At the same time, it is important to make sure that the charity action complies with the applicable legislation, in particular the regulations that apply to public collections.

The success of a charity action often depends on the effectiveness of its promotion. This is best done using social media, local media, posters or email marketing – these are all effective methods of reaching potential donors and volunteers. In turn, once the campaign has taken off, it is important to monitor whether everything is going according to plan. Whether your charity event is a one-day event or a spread out activity over a longer period, you need to manage logistics, coordinate volunteers and ensure communication between participants. You should also monitor the progress of the collection and keep participants and donors informed.

At the end of the campaign, all participants and donors should be thanked and a report should be prepared outlining the results of the campaign and its impact. It is also good to evaluate it from an organisational perspective and see what went well and what can be improved in the future, as this can make future initiatives more effective and better.

Examples of well-known charitable actions

Here are some examples of charities that have gained worldwide recognition:

• The Telethon was one of the most famous TV marathons that combined entertainment with charity and raised funds for muscular dystrophy research. It took place every year and was hosted by renowned comedian and actor Jerry Lewis.
• Live Aid was a major 1985 charity concert organised by Bob Geldof and Midge Ure to raise funds for the starving in Ethiopia. The event was broadcast live around the world, became legendary and helped to significantly raise awareness and support for humanitarian issues in Africa.
• Movember is an annual initiative where men grow moustaches in November to raise awareness and funds for men’s health, including prostate and testicular cancer research and mental health.
• The Ice Bucket Challenge was a viral campaign that spread in 2014. It involved pouring a bucket of ice-cold water over yourself and nominating others to do the same to raise awareness and funds for amyotrophic lateral sclerosis (ALS) research.
• Race for the Cure is a series of runs and walks organised by Susan G. Komen. Their aim is to raise funds and awareness for breast cancer.
• The Great Orchestra of Christmas Charity (WOŚP) is one of the largest and best-known charities in Poland, founded by Jerzy Owsiak. Every year in January, WOŚP organises the Grand Finale, which is a combination of fundraising and a great celebration with concerts and other events. The aim of WOŚP is to support the Polish healthcare system, mainly by purchasing modern medical equipment for children’s hospitals and emergency wards.
• Szlachetna Paczka is a project run by the Wiosna Association, which aims to help families and individuals in difficult life situations. Donors choose a family in need and prepare a parcel for them with specific, needed items such as food, clothing, household appliances or toys for children.

Benefits of charity actions

At the most direct level, charitable actions help specific individuals and groups – with the funds raised, donors and volunteers provide essential help (food, medicines, medical care or educational support) to those in distress. However, this does not mean that the benefits of charitable events end there – they are much broader.

For the community in which the campaigns take place, they are an opportunity to unite and work together on a common, noble goal, which builds social bonds and a sense of community. It often raises public awareness of important issues such as poverty, disease or inequality, which can inspire further involvement and action to improve the situation – it is worth remembering that charitable actions provide tangible help to many people, but are no substitute for systemic action that can eliminate problems altogether.

For individual participants or volunteers, taking part in charitable actions can be very rewarding – not only does it provide the positive excitement of helping others, but it can also help develop skills and gain experience, which can be useful in your personal and professional life. It can also be an opportunity to reflect on one’s own life and values, which can contribute to personal development.

For companies engaging in charitable giving, benefits can include increased consumer loyalty and trust, improved brand image and the creation of a positive working environment. They can also form part of a wider corporate social responsibility strategy, which can contribute to sustainability and positive social impact.