Three cracking charity April Fool’s campaigns

From homelessness and poverty to disaster relief and disability, the issues charities tackle is no laughing matter.

But April Fool’s Day is a prime opportunity to take a break from the serious stuff and have some fun.

Here are three cracking campaigns to put a smile on your face.

Blind Veterans UK

In 2023, Blind Veterans UK announced an innovative ‘guide tortoise’ pilot to support blind veterans.

The charity posted a short animation to its social media channels, touting the benefits of a reptilian companion.

The chirpy female narrator says that guide tortoises are ‘perfect for blind veterans who prefer an amble to a walk’, adding that they’re a cost-effective alternative to guide dogs, as all you need to do is ‘feed them a few dandelion leaves and off they go’.

The video was supported by more pun-filled content on the charity’s website.

In a statement, Shelley Hardback, Rehabilitation Lead, said:

"This pilot is revolutionary, but it’s fair to say it’s not without its challenges. For a start, most of the applicants have been half asleep and, sadly, the trials we’ve run have ‘tortoise’ nothing so we’re on the hunt for more recruits 

If you happen to own a tortoise with a nose for directions, please let us know in the comments. And we ‘shell’ be in touch."

National Trust

From grand houses and palaces to cotton mills and urban homes, the National Trust looks after 200+ historic buildings in the UK. It’s also responsible for conserving the 13,500 oil paintings within those buildings.

This is no mean feat. It can take weeks or months to restore a single painting.

In 2022, The Trust announced that the restoration team at its Upton House property had come up with a unique way to ensure the public can continue to enjoy the works of art while they’re undergoing conservation.

In a hilarious video, two National Trust staff explain the ‘People as Paintings’ project.

‘When paintings or other items from our collection are removed for repair or conservation cleaning, curators from the places we care for have been filling those gaps with people.’

The video goes on to highlight some of the ‘live paintings’, including a reconstruction of The Card Players after Theodoor Rombouts.

The presenter goes on to say ‘the project has been so well received we’re trialling it at several of the places we care for due to the sheer amount of people that bear a striking resemblance to these priceless works of art,’ and encourages viewers to send in their own live paintings.

WWF

In 2017, the World Wildlife Fund teamed up with the Telegraph for an Arctic-sized prank.

On April 1, the newspaper published an article claiming that a polar bear had been spotted by a dog walker on an island in the Outer Hebrides.

It claimed that scientists believe the bear had been forced to head south to flee the melting Arctic ice cap, and that due to its abundance of seals, ‘the island of North Uist could soon find itself home to a whole colony of polar bears.’

The story didn’t stop there. It went on to say WWF scientists believe the bears could one day head south to Glasgow and survive on discarded haggis, kebabs, and other meat products from the city’s bins.

Clever marketing

The fabricated article was a big hit online. But, while it may have raised a smile, it carried a powerful message: By 2050, polar bear numbers may decline by 30% due to the rapid loss of sea ice, unless climate change is halted. 

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BuytoGive: The Online Marketplace Turning Everyday Shopping into Charity Cash

With the cost of living crisis tightening budgets, donors are more cautious than ever. And while charitable giving is still strong, supporters are looking for ways to give that don’t feel like a financial stretch. That’s where BuytoGive comes in—a new online marketplace where everyday purchases automatically generate donations for charity.

Launched in April by eCommerce entrepreneur Kevin Turner, BuytoGive aims to connect independent UK retailers with socially conscious shoppers, ensuring a portion of every sale goes to good causes. Unlike big marketplaces like Amazon or eBay, this one is built with philanthropy at its core—meaning charities can benefit without asking donors to give more than they’re already spending.

How Does BuytoGive Work?

At its heart, BuytoGive is simple. Charities register (for free) and receive a unique fundraising page. Supporters then shop through that page, and every purchase generates a donation—without costing them extra.

It’s not a small token donation, either. Thirty-five percent of the commission from each sale goes to charity. The only fee donors will ever see is a 1% + 20p transaction charge if they make a direct donation. But otherwise, there are no hidden costs—charities don’t pay a penny to be part of it.

The marketplace is already home to 200 charities, including Medic to Medic, Fountain of Life, Disability Sport Yorkshire, and The WILDE Foundation. With more joining all the time, it’s clear charities are recognising the potential of fundraising that happens effortlessly.

Why It Matters

For charities, digital fundraising has always been a balancing act. While online giving is growing, many organisations struggle to find new income streams that don’t feel like another hard sell. BuytoGive is different because it taps into spending habits that already exist.

People are shopping online anyway—why not channel that activity into fundraising? Rather than persuading supporters to dig deeper into their wallets, this model makes giving a by-product of daily life.

Turner himself puts it best:

*"BuytoGive is a haven for conscious consumers. We've not only simplified the act of giving but have also enshrined it within everyday life.

Our platform stands as a testament to innovation with integrity, ensuring that every purchase carries a ripple effect of good.

We invite you to join us in this journey, where each click, each purchase, and each act of kindness holds the potential to craft a narrative of hope and humanity.”*

Getting Started

Joining BuytoGive is quick and completely free. Charities simply sign up, set up a Stripe Connect account (to receive donations), and start sharing their BuytoGive fundraising page with supporters.

Direct donations hit the account immediately, while funds from purchases are held for 30 days to allow for any refunds. And with BuytoGive registered with the Fundraising Regulator, charities can be assured that everything is done in line with the Code of Fundraising Practice.

It’s low effort, zero risk, and a smart way to bring in extra income—without adding pressure on already generous supporters.

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Wealth Shared: A Radical Act of Giving

David Clarke’s inspiration stemmed from his struggle to reconcile his privilege with the inequalities he saw around him. As he explains in a document titled Wealth Shared:

"Like a lot of people in my generation, I’ve struggled to reconcile the privilege I have with an awareness of the need that exists around me. I’m in a particularly fortunate position financially because of the money I have inherited. I therefore resolved to give most of it away.”

But Clarke wanted to do more than simply donate. Influenced by participatory grant-making principles, where communities decide how funds are allocated, he asked: “What if those who benefit from the funds also determine their purpose?”

This question sparked the creation of Wealth Shared, an experiment in democratic philanthropy.

A Community-Driven Approach

In his hometown of Liverpool, Clarke sent letters to 600 randomly selected households in the L8 postcode, an area with significant social challenges. Of the 38 people who responded, he chose 12 to take part in the project.

Over four facilitated sessions, the group was given the task of deciding how to allocate the £100,000. Clarke set two rules: the money couldn’t benefit the participants directly, and they couldn’t have any involvement with it after the project concluded.

The Deliberation and Decision

The discussions, described by Clarke as “lively at times” and “gripping to watch,” produced a long list of potential recipients. Ultimately, the group decided to focus on causes within their own community.

After careful deliberation, the money was divided equally among four local organisations addressing poverty and inequality:

• The Florrie community centre

• The Dingle, Granby and Toxteth Collaborative, a network of schools

• Team Oasis, a children’s charity

• Granby and Toxteth Development Trust

Clarke praised the participants’ commitment, saying: “The twelve participants tackled the question of how to use funds to make the world better with depth and sophistication. I was surprised by how much they committed to it. I can think of very few things I might have done with the money that would have given me the same level of satisfaction.”

A Growing Movement Towards Democratic Philanthropy

Clarke hopes that Wealth Shared will inspire others to embrace participatory approaches to giving. As he puts it, “This is an attempt to create a practical example of wealth redistribution in action and to allocate money in a way that is truly democratic.”

It seems the idea is already catching on.

Earlier this year, Austrian heiress Marlene Engelhorn launched her own version of participatory grant-making. With a €25 million inheritance, she formed a “Good Council for Redistribution” by inviting 10,000 Austrians to take part. From this pool, she selected 50 participants who reflected Austria’s demographics.

After six weeks of deliberation, the group distributed the funds to 77 causes, including The Austrian Society for Nature Conservation and Neunerhaus, an organisation supporting the homeless.

Engelhorn expressed her satisfaction with the process, saying: “A large part of my inherited wealth, which elevated me to a position of power simply by virtue of my birth, has now been redistributed in accordance with democratic values.”

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Philanthropy with Balance: The Rise of Participatory Grant-Making

Philanthropy has the power to transform lives and communities, but at its heart lies a persistent challenge: a power imbalance between funders and those they aim to support.

As Kirsty Gannon points out in a Fluxx blog post, “one of the biggest challenges of the traditional grant-making model is the power imbalance between funders and grantees. Funders hold the purse strings, and grantees have to cater to funders’ priorities and preferences rather than pursue their mission and vision.”

This top-down approach often stifles the autonomy and creativity of grantees, limiting their ability to address the real needs of the communities they serve. In response, a growing number of funders are adopting a participatory approach to grant-making, shifting the balance of power to the people closest to the issues.

What Is Participatory Grant-Making?

At its core, participatory grant-making involves ceding decision-making power about funding to the communities the funders aim to serve. As Learning for Funders defines it, it’s “the practice of ceding decision-making power about funding – including the strategy and criteria behind those decisions – to the very communities that funders aim to serve.”

This collaborative approach allows community members with lived experience to shape funding programmes. They help define criteria, decide how resources are allocated, and evaluate the success of initiatives. Proponents argue this leads to more effective grant-making, as funding priorities are aligned with the specific needs of local communities.

Participatory Grant-Making in Action: The Camden Giving Model

One organisation demonstrating the power of participatory grant-making is Camden Giving, an independent charity dedicated to tackling poverty and inequality in Camden.

Since its launch in 2017, Camden Giving has operated as a participatory funder because, in their words, “the people who are surviving inequality are the people who can, and should, fund the solutions to the challenges facing communities in Camden.”

Each year, 50 people with first-hand experience of inequality are recruited to form grant-making panels. These teams of 8-12 individuals take charge of setting funding priorities, reviewing applications, visiting applicants, and deciding who receives grants.

To date, the charity has distributed over £6 million with the help of 200 people who have lived through the issues the grants aim to address. Camden Giving’s experience confirms the value of this model:

"We know that participatory grant-making leads to better outcomes for individuals, communities, and civil society than traditional grant-making. It ensures funding goes where it is most helpful and builds power, connectivity, and networks for individuals and communities.”

A Radical Shift for Philanthropy

Participatory grant-making is a significant departure from the traditional ways institutional philanthropy operates. But given the scale and complexity of today’s challenges—climate change, poverty, inequality—it may be exactly what’s needed.

Moving beyond the status quo requires funders to rethink their role. As Dennis van Wanrooij explains in a Grantcraft report, “Participation is not just about making funding decisions. It’s about rethinking your role as a funder and seeking community participation in all layers of your work. True participation is about supporting, learning from, and partnering with grantees.”

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The Power of 1%: Philanthropy in 2024

According to the Sunday Times Giving List 2024, Sir Chris Hohn remains the UK’s most generous philanthropist. Over the past year, the hedge fund manager donated £600.9 million, a staggering contribution that underscores the potential of wealth when used for good. Hohn, who founded the Children’s Investment Fund (TCI) in 2003, directs a portion of the fund’s profits to the Children’s Investment Fund Foundation (CIFF).

Speaking about the responsibilities of the wealthy, Hohn doesn’t mince words: “If they could understand, even on a simple level, the joy they could have by sharing their wealth, I think they might all be happier people. Even for those who are into philanthropy, they’re only giving away a half percent of their wealth. They’re not really doing more than tokenism.”

His suggestion? A minimum of 1% of wealth committed to good causes.

The Growing Appeal of 1% Giving

The concept of committing 1% to philanthropy is gaining momentum. It’s a simple but powerful idea that’s inspiring individuals and organisations to integrate giving into their financial practices. Movements like Pledge 1% and 1% for the Planet are global examples of how this model can drive significant impact.

Since its inception, Pledge 1% has encouraged more than 18,000 companies worldwide to donate 1% of equity, product, profit, or employee time to charitable causes. Meanwhile, 1% for the Planet, founded by Yvon Chouinard of Patagonia and Craig Mathews of Blue Ribbon Flies, focuses on environmental sustainability. Businesses across the globe, from outdoor brands to record labels, have pledged 1% of sales, resulting in over $500 million donated to environmental causes.

How Is the UK Faring?

While much of this activity has historically been led overseas, the tide is turning in the UK. According to the Directory of Social Change (DSC), 70 UK companies have pledged or donated at least 1% of their pre-tax profits to charity, amounting to £230 million in cash and in-kind contributions.

Examples of Impact

British businesses are increasingly demonstrating the value of structured philanthropy. Alpkit, the outdoor equipment brand, donates 1% of its sales to grassroots projects through the Alpkit Foundation, which has funded over 1,800 projects since 2015. Nationwide Building Society allocates 1% of its pre-tax profits to tackle housing issues and financial education, awarding millions annually to community projects. Similarly, the Central England Co-operative reinvests 1% of its trading profit in local communities, funding everything from schools to small businesses.

A Call to Action

The DSC is urging more UK companies to join the 1% club, noting the profound impact even small contributions can have when pooled together. As Debra Allcock Tyler, CEO of DSC, aptly puts it, “When we’re talking about companies who make huge pre-tax profits each year, 1% can have a large cumulative effect. The 1% Club is a great example of corporate organisations supporting charities and helping those who are facing the most challenging of times.”

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On the hunt for a fundraiser or want to explore how your organisation can give back? Give us a call on 020 3880 6655 or email contactus@ferntalent.com to get the conversation started.According to 2023’s Sunday Times Giving List, the UK’s most generous philanthropist is Sir Chris Hohn.

The hedge fund manager set up the Children's Investment (TCI) Fund in 2003, structuring it so that 15% of the profits would go directly to Children's Investment Fund Foundation (CIFF).

In an interview with The Sunday Times, Hohn urged more wealthy individuals to give a significant proportion of their income to good causes.

He said: “If they could understand, even on a simple level, the joy they could have by sharing their wealth, I think they might all be happier people. Even for those who are into philanthropy, they’re only giving away a half percent of their wealth. They’re not really doing more than tokenism.”

He suggests that corporates and wealthy individuals can give effectively to charities by committing to donate a minimum of 1% of their wealth to good causes.

Gaining traction

The 1% concept is gaining traction. A growing number of campaigns are encouraging wealthy entrepreneurs, philanthropists, and corporates to share their wealth.

For example:

Pledge 1%

In 2014, Pledge 1% founding partners, Salesforce, Atlassian, and Rally, came together with the Entrepreneurs Foundation of Colorado to accelerate a shared vision of every business around the globe integrating philanthropy into its corporate DNA.

They came up with Pledge 1%: a global movement that aims to inspire, educate, and empower businesses and entrepreneurs to be a force for good.

They help companies of every size and stage leverage their unique assets and pledge 1% of equity, product, profit, and/or employee time to a charity of their choice. 

To date, over 18,000 businesses in 100 countries have used Pledge 1%’s flexible framework to ignite half a billion dollars in new philanthropy.

1% for the Planet

The brainchild of Yvon Chouinard, founder of Patagonia, and Craig Mathews, founder of Blue Ribbon Flies, the ethos behind 1% for the Planet is simple: companies profit from the resources they take from the earth, so they should protect those resources.

The duo pledged to donate 1% of their annual sales to environmental organisations and invited others to do the same.

The idea resonated with Brushfire Records, Klean Kanteen, and the movement was born.

To date, 1% for the Planet has certified over $500 million in donations to environmental causes.

Are UK businesses getting in on the act?

To date, much of the 1% activity has taken place overseas. But change is afoot in the UK.

In 2022, the Directory of Social Change (DSC) conducted a survey to find out how much money UK businesses are injecting into the charity sector.  

Of the 223 companies they received data for, 70 either gave or pledged at least 1% of their pre-tax profits to charitable causes in the UK. 

How much does this equate to? According to the DSC, it amounts to £230 million in cash and in-kind donations.

Case studies

Businesses are donating in various ways. Let’s look at a few examples.

Alpkit Ltd

Formed in 2004, Alpkit is an outdoor equipment manufacturer and retailer.

The brand donates 1% of sales and at least 10% of its annual profits to support grassroots projects through its foundation.

The Alpkit Foundation makes grants of £50 to £500 for outdoor projects focussed on diversity and inclusion, health, education, the environment and increasing participation in outdoor activities.

Since launching in 2015, the foundation has donated over £500,000 to 1,800 projects.

Nationwide Building Society

Nationwide is committed to tackling the housing crisis and educating young people in numeracy and developing money skills.

Each year, the building society donates 1% of its pre-tax profits to causes that work in those areas.

Through its Community Grants programme, it awards grants of up to £60,000 to charities, community land trusts and housing co-operatives that are looking to make positive changes in their local areas.

In 2021/22, a combined £4 million was awarded to 94 housing projects across the UK.

Central England Co-operative

Central England Co-operative, or the Co-op, as its more commonly known, reinvests 1% of its trading profit in local communities each year.

Via its Community Dividend Fund, the retailer makes charitable donations of between £100 and £5,000 to local schools, parks, small businesses, and charity groups in the areas it operates.

As of September 2023, the brand has donated more than £173,000 to community projects across its trading area.

DSC plea

The DSC is urging more UK based companies to join the 1% club.

Debra Allcock Tyler, CEO of DSC says of the initiative, “when we’re talking about companies who make huge pre-tax profits each year, 1% can have a large cumulative effect.

The 1% Club is a great example of corporate organisations supporting charities and helping those who are facing the most challenging of times.”

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