Yorkshire Building Society: Case Study

Yorkshire Building Society has smashed its fundraising target for Marie Curie raising over £1.1million against an original target of £500,000.

The Hour of Need

The Hour of Need campaign was launched in June 2014 with the aim to raise £500,000 by December 2016, which equates to funding an hour of care by a Marie Curie Nurse for every hour of the campaign.

We are delighted to announce Yorkshire Building Society have beaten this target, with the final total standing at more than £1,100,000. Every £20 raised funds one hour of care and customers and employees at Yorkshire Building Society have now funded the more than 55,000 hours of Marie Curie nursing care.

This was achieved through fundraising activities in branches and agencies, employees taking part in various challenges such as the Yorkshire 3 Peaks and the very popular Marie Curie Bond.

Society colleagues have also volunteered over 3,000 hours of their time in Marie Curie shops, hospices and street collections throughout the campaign.

If you would like to make a donation in support of the Hour of Need campaign, then please visit the Hour of Need JustGiving page  .

Partnership activity

Below are some of the fantastic activities from the YBS and Marie Curie partnership.

June 2015 - Campaign launch

The summer of 2014 saw the Tour de France Grand Départ in Yorkshire. The Society was named as an Official Supporter of the world’s most famous cycle race.

To launch the Hour of Need campaign and to celebrate the Tour, a cycling themed fundraising challenge was conceived.

This consisted of two elements to maximise fundraising.

1) A colleague bike ride following the route of the opening three stages of the Tour over three consecutive days, covering a total distance of 546km. 48 colleagues participated on at least one day of the ride.

2) A partnership launch day held across all of the Society’s 235 branches and office sites involved colleagues fundraising by covering the 190km distance of the first stage of the Tour on a static bike.

Colleagues at sites unable to participate in the static bike challenge held themed fundraising activities such as ‘wear a yellow jersey’ day in support.

June 2015 - World Record Tea Party

To celebrate the first year of the campaign, Society colleagues brewed up a new Guinness World Records challenge.

A total of 667 Society colleagues took part in the largest cream tea party in multiple venues.

The challenge was held across the Society’s main office sites in Bradford, Leeds, Peterborough and Cheltenham. The attempt was started in Leeds by Frances Quinn, winner of the Great British Bake Off.

Colleagues in branches hosted their own tea parties in support.

November 2015 - Marie Curie Bond

As a financial service provider the Society also developed a product in support of the partnership by launching a 2.25% two-year fixed rate bond in support of Marie Curie, one of the most competitive savings accounts available on the high street at the time.

The Society committed to make a one-off donation of 0.20% of the total amount deposited.

The £333,000 donated from the bond helped the Society smash the campaign target by raising more than £820,000 for the charity in its first 18 months.

June 2016 - Kammy's keepy uppy challenge and colleague challenge event

To tie in with Euro 2016 and working with Marie Curie Ambassador and Sky Sports football pundit Chris Kamara, branches held football themed activities in June.

Also in June, over 200 colleagues travelled to the Peak District and undertook challenges including a 10-mile walk, 21-mile walk, 47.5-mile bike ride and 82.5-mile bike ride.

December 2016 - Gift of Time

For the final partnership activity the Society held Christmas parties for customers across the entire branch and agency network. Hour of Need Christmas decorations were sold in all outlets and a thank you for giving the gift of time marketing campaign for customer support of Marie Curie was tied in throughout December.


The partnership wasn’t just about funds raised, it also included supporting Marie Curie through a corporate volunteering programme.

A total of 1,027 colleagues donated 8,339 hours of their time for Marie Curie during the partnership.

This includes:

  • Hospice support: 2,131 hours
  • Marie Curie shops: 930 hours
  • Great Daffodil Appeal collections: 458 hours

Other varied activity such as bespoke fundraising events, strategic pro-bono support on high profile projects and a scheme for senior managers to mentor Marie Curie line-managers to help them develop their leadership skills was also implemented.

Partnership outcomes/results

  • £1,143,924 raised (128% above target)
  • 57,196 Marie Curie nursing hours funded (128% above target)
  • 100% of Yorkshire Building Society colleagues engaged in some form of fundraising activity throughout the campaign
  • 79% of members and 82% of colleagues have a more positive perception of YBS thanks to the Hour of Need campaign
  • 1,101 media articles (37% above target)
The Hour of Need campaign has been fantastic. The incredible amount of money raised has allowed myself and my colleagues to provide even more support to people in their hour of need. We have also been so grateful to have had groups of volunteers from Yorkshire Building Society volunteer their time, helping improve the gardens in our hospice and mentoring our staff. It really has made such a tremendous difference.
Lola Rowe, Marie Curie Hospice Nurse
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