How a local retailer’s award-winning fundraising initiative highlights the value of hyperlocal community support
The East of England Co-op has established itself as a champion of hyperlocal community support through its award-winning Local Giving initiative. Since launching in summer 2024, the programme has empowered the retailer’s 3,000+ colleagues across East Anglia to fundraise for the causes that matter most to their communities, raising over £130,000 for local charities and good causes, thanks to the generosity of customers. With the central donation from the retailer this totals nearly £250,000 donated through Local Giving to date.
Each year, the East of England Co-op runs two three-month campaign periods in which store and branch teams use their unique local knowledge to select a cause and get fundraising, backed by a central donation of £150 per branch per campaign. From dress-up days and tombolas to sponsored hikes and book sales, colleagues have gone above and beyond to support their chosen charities. Local Giving is one of the retailer’s four community programmes that have together donated over £1.1 million, an effort recognised last year when the East of England Co-op was crowned ‘Community Retailer of the Year’ at the Retail Industry Awards.
Angela Carpenter, Community Support Lead at the East of England Co-op said: “At the heart of East of England Co-op is a commitment to making a positive local impact, not just through funding, but by being an active part of the communities we serve. By empowering colleagues across our stores and branches to champion the causes that matter most locally, and with 3,000+ colleagues involved, the difference we make, made possible by the loyalty and generosity of our members and customers, is truly significant.”
Last summer at the Parkfields East of England Co-op in Halstead, colleagues organised a series of wacky dress-up days to raise funds for Travel Aid for Parents of Sick Children (TAPS); a small charity supporting families whose loved ones require ongoing medical services, often travelling long distances to hospitals and clinics.
Anne McLelland, Branch Manager at Parkfields East of England Co-op in Halstead, Essex said: “We chose TAPS as it was a local charity which has struggled with donations since Covid, and a lot of people didn’t know what it was. Our wacky dress-up days had so many customers asking why we were in Christmas and Halloween clothing in the middle of July, which opened a discussion. It was a huge hit for raising awareness and raising money. We raised over £800 with the help of everybody involved.”
For some colleagues, Local Giving is personal. Two stores near Maldon, Essex supported Maldon Food Pantry this winter, a decision driven by Branch Manager Liam Hallums’ own lived experience.
Liam said: “Having used a food bank myself in the past, I know firsthand how vital these services are. We deliberately chose to support the food bank at both our Wood Road and Lawling Avenue stores so we could give them as much help as possible.”
Damian Johnson, Branch Manager at East of England Co-op Hadleigh, Suffolk sums up the spirit of Local Giving:
Damian said: “I think it’s really important for our co-op to support our local community because we are the grassroots of East Anglia, we are the local community, we’re entrenched in it. We’re being active, being present as an ambassador and someone to shout for these organisations.”
As Local Giving continues to grow, the East of England Co-op remains committed to ensuring that every branch can continue to make a meaningful difference to the local causes and communities it serves.
Other news
News
Local charities changing lives with funding from East of England Co-op
31 charities across the East of England have just been allocated the latest round of grants from the local retailer
News
East of England Co-op expands Snappy Shopper service
The East of England Co-op is delighted to announce a further expansion to their Snappy Shopper service, taking their number of sites available on the platform to 15.
News
East of England Co-op's West Mersea Food store to undergo major refurbishment
The East of England Co-op has announced its West Mersea Food store is set for major refurbishment as part of its inclusion in the retailer’s ongoing refurbishment programme.