By Angela Carpenter, East of England Co-op, Community Support Lead
Over the last few years, community has started to mean something different to many of us.
The national picture
We see more people struggling with loneliness and isolation. Local charities are working harder than ever to support people through rising costs and growing pressure on services. At the same time, research from Charities Aid Foundation this year shows charitable giving is falling, with six million fewer people donating than a decade ago.
And yet one thing still stands out: when people can see the difference support is making in their own communities, they want to help.
Charities Aid Foundation has also found that people who see the positive impact of charities locally are twice as likely to donate to local causes. It also found that where there is a stronger sense of local pride, people are more generous, more engaged and more likely to volunteer.
That feels incredibly important.
Our role as a local community retailer
At the East of England Co-op, our Local Giving community programme is helping to connect our colleagues and communities to local causes.
Twice a year across our stores and branches, colleagues choose causes that matter to them and their communities to support for a three-month period. From youth groups and dementia support charities to community cafés and organisations tackling social isolation, Local Giving helps to shine a light on so many wonderful local groups and projects.
What makes Local Giving so powerful is that people can actually see the impact these charities are having around them.
A customer popping into their local store might recognise the charity being supported. A colleague might already volunteer there. Someone might know a family who has benefited from its work. Suddenly giving feels personal, visible and real.
Building community connections
In many communities, local businesses like ours are still important places for people to pop in, chat and build connections. That is why Local Giving matters so much. It brings charities, colleagues, customers and communities together in a way that feels human.
It also gives smaller grassroots organisations a platform they might not otherwise have. Some of the charities making the biggest difference locally are volunteer-led and deeply rooted in their communities, but they are often the least visible to larger funders.
Sometimes a relatively small amount of funding, combined with local awareness and support, can make a huge difference.
For us, Local Giving is about far more than fundraising totals. It is about participation, visibility and belonging. When communities are trusted to help shape where support goes, people feel part of something bigger than themselves.
At a time when many people are looking for connection closer to home, that matters more than ever.
Get involved
From 1 June to 31 August all East of England Co-op Food stores, Forecourts and Travel branches will be fundraising for local charities of their choice – pop in to see who they’re supporting.
Instead of fundraising, East of England Funeral branches are showing their support for their chosen charities through volunteering and awareness raising.
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