In Kind Direct's 20th Anniversary Review
2017 was a hugely exciting year for In Kind Direct. For our 20th year we set out ambitious plans: to be more visible, more connected and more engaged with our stakeholders than ever before. We spent time meeting and listening to the charities in our network, told our story to over 30 million readers and listeners through our first consumer PR campaign and we took a look into the future through a year-long research project with PwC.
Read about the highlights of this very special year below.
Highlights from our 20th Anniversary Year
Reaching our 20-year milestone gave us an opportunity to take stock and look to the future. In the spring we refreshed our brand identity and kicked off our PR plans with a "Back to Basics" campaign, telling our story from the beginning. The great initial response was testament to the relevance of our unique and robust operating model, which delivers real impact to so many organisations and helps millions of people in need every year, in the UK and beyond.
April - June
With a lot of anecdotal evidence on the lack of access to life's essentials from many of the charities in our network we were keen to explore the extent of this problem. We wanted to raise awareness of the effect that going without everyday essential products is having on UK families and urge manufacturers and retailers to donate products. Our ad hoc consumer survey highlighted how many of us have lost sight of what really are essentials with 50% of respondents considering mobile phone and broadband a human right. The story struck a chord with the public and drew attention to a lesser known aspect of poverty.
July - September
Our charity partners sit at the heart of everything we do and our 20th Anniversary gave us a wonderful opportunity to celebrate these special partnerships. On 8 August 2017 300 children from 30 different charities joined 100 volunteers from our donor network at the stunning Royal Hospital Chelsea gardens for the Big Community Picnic. With a plethora of fun activities and treats our charities were able to connect with key product donors, funders and volunteers in a relaxed and informal atmosphere.
October - December
As an established UK player In Kind Direct believes it has responsibility to be the voice of product giving. Thanks to a grant from The Prince of Wales’ Charitable Foundation we commissioned PricewaterhouseCoopers to undertake an extensive review of the product giving market and identify opportunities for growth in the context of rapid changes and megatrends. With £2bn worth of new, usable surplus generated each year across just 6 categories, the research has highlighted a huge opportunity for more manufacturers and retailers to get on board. Endorsed by 21 major brands and long-standing supporters, we launched our “Product Giving Revolution” on 7 December, our manifesto urging companies to join in with us, and to make it easier for companies to embrace product philanthropy, we co-produced our first ever Strategic and Operational Guide to Product Giving.