Winning Link 2004 was "simply brilliant"

Hearing Paul Clark announce our nominee, First Trust Bank, as the 2004 Overall Link Award winner was simply brilliant.

I just had to look around our table to see what it meant to the charity representatives of First Trust staff with whom we had built up such a rapport and friendship during the year, and to my colleagues Mairead and Paddy who head up ChildLine's counselling service.

One person present burst into tears of joy - it really meant that much to them - priceless!

My colleagues Karen, Kerry and Marion from the ChildLine Northern Ireland fundraising team, were in England at a meeting on the night of the Awards. They had been ringing my mobile every five minutes to see how we'd fared. It was especially great to let them know we'd won as the award means a lot to us fundraisers.

Recognised by your peers

The Link Awards - or Charity Oscars as they are known - are accepted as the most prestigious charity awards in Northern Ireland. They recognise the support given by business to the not for profit sector. But they also reflect the professional, innovative and successful partnerships devised by local fundraisers.

It's a great endorsement to the work of ChildLine Northern Ireland and, in particular, the efforts of the fundraising team, as the awards are judged by representatives from both the business and voluntary sector.

This is the third major award in seven years that ChildLine Northern Ireland has received from Link. It has certainly enhanced our reputation as a fun, creative and dynamic charity partner.

Winning aspects of the partnership

First Trust was genuinely committed to the partnership from the start, and this didn't dwindle at any point during the year.

Fundraising activities were maximised.

1. Staff fundraising. Staff were involved in as many fun events as possible eg Diet with a Difference, discos, night at the races, golf events and the Belfast Marathon.
2. PR campaign. The slogan 'First Trust proudly supporting ChildLine' was visible in 60 First Trust branches, at head office and in an online banking promotion.
3. Volunteering. First Trust staff volunteered for ChildLine eg doing counselling, fundraising and administration.
4. Gifts in kind. For example, use of premises, prizes for raffles, poster sites and publicity.
5. Product promotion. Via the online and phoneline banking promotion.

Positive Outcomes

Many positive outcomes have resulted from the partnership: greater awareness of our service, an extra 2,000 children have been counselled because £114,000 was raised and volunteering received a boost. Overall, our reputation has been enhanced within both the community and business sectors.

Some winning advice

My advice for charities who want to forge a similar relationship with business.

1. Research the company you want to work with thoroughly. Not all businesses may be appropriate for you to work with and vice versa.
2. Be passionate about your cause. If you're not, it will reflect in the way your partner organisation responds, and ultimately in your results.
3. Be open and honest in your relationship. There will be challenges along the way but remember these can also strengthen the partnership.
4. Plan, plan and more plans to ensure that you do not miss any opportunity that exists.
5. Finally never forget to put the fun into your fundraising, as Dale Carnegie has written, "People rarely succeed unless they have fun in what they are doing".