About the partnership
During a three-year partnership with CLIC Sargent, Virgin Trains raised a fantastic £500,000, including generous donation of gifts in kind, to support the charity’s work with children and young people affected by cancer and their families.
Virgin Trains donated over £42,500 in complimentary train tickets during the three years to help families with the cost of travel to hospital for treatment.
The company also donated two passes to CLIC Sargent staff that could be used to travel anywhere on the Virgin Trains network, saving the charity £17,000.
Tracy Cunningham, CLIC Sargent Social Work Team Leader, said: “Having the Virgin Trains pass has been really helpful – in the course of my work during the past year I have had to travel frequently between Manchester, London and Birmingham, which would have added up to a significant cost to the charity if I had not had access to the pass.
“I have been lucky enough to be able to meet a number of Virgin Trains staff, and I’m amazed by the time, energy, commitment and sheer ingenuity which each person has put into raising money for CLIC Sargent. Thank you so much, each and every one of you.”
Although the partnership with Virgin Trains officially ended, Virgin trains continued to support CLIC Sargent until December 2012. Virgin Trains kindly agreed to continue to provide complimentary travel for both families and staff and are also still donating the use of meeting rooms.
Cause related marketing
Virgin Trains encouraged on-board customers to support CLIC Sargent by purchasing an Egg and Mayonnaise sandwich, with 5p from the sale of every sandwich going to help children, young people, and their families dealing with cancer.
From May 2009, hundreds of fundraising events were held by Virgin Trains staff across the UK. From the Train of Hope, a steam-train fundraiser that took families on a magical tour from Crewe to Carlisle raising over £40,000, to sponsored cycle rides and in-station bucket collections, staff worked tirelessly to make a real difference to the lives of young cancer patients.
Staff showed their support for CLIC Sargent in lots of different ways and really connected with the cause.
Geoff Baker, station customer service assistant at Manchester Piccadilly Station, visited CLIC Sargent’s care professionals at the Royal Manchester Children’s Hospital and heard about the emotional and practical support that they provide each member of the family.
Train driver Iain Black and members of the on-board team at Glasgow station visited Malcolm Sargent House, the charity’s holiday home in Scotland, to put up Christmas decorations for families staying over the festive period.