In April 2020 we planned ‘RIDE2020UK’ as a fundraiser for the Royal Stoke Hospital after they saved Michelle’s life last year following life-threatening DVT. Working within Covid-19 restrictions, we set out to cycle 2,020km in 30 days. We chose 30 days to celebrate the 30 award winners in 2020 of the ACES Europe awards and in just two weeks we secured the support of numerous different local, national and international companies, including UK household brand names and their commitment to sponsor the event.
Recognising the importance of publicity and profile to successful fundraising and sponsorship, based on our extensive experience, we put our effort into using a range of marketing channels including social media to generate a wealth of coverage. We also made use of our extensive networks in sport and commerce across Europe in our effort to raise at least £2,020. Making some direct approaches, we engaged with JCB, Mornflake, Fox’s Biscuits, Francesco Group amongst others to donate products and give support. Mornflake also asked Michelle to become part of their ‘Mighty People’ national campaign.
Thanks to all the support we received and our success in securing partners to sponsor the event, we more than doubled our target raising nearly £5,000. We also succeeded in a matter of weeks in reaching out through the media to tens of thousands of people online and many more via regional newspapers, national cycling press, radio and TV coverage. This culminated with an official presentation to the CEO, lead Consultant and medical team at the Hospital Trust.
Now we are already in the early stages of planning to make the ride an official annual event for the NHS and aim to roll this out nationally for 2021. Having received so much support from businesses and through ACES Europe, the Tour Of Britain and the cycling community we are busy engaging with a range of brands about partnering up for RIDE2021UK. If your organisation would be interested in joining with us to be part of RIDE2021UK to help raise funds for our NHS Heroes, please get in contact with us.
“On behalf of everyone at UHNM, I would like to thank Phil and Michelle for their dedication shown throughout the RIDE2020UK challenge, and congratulate them on surpassing their initial fundraising target. Every penny raised will enable us to further improve the care and experience of our patients.”