Off to get married - I'll be back soon!
How did Help for Heroes raise £100m in four years?

Pop-Up Fundraising Events: A Gingerbread Example

Whilst on my mini-honeymoon last week I spotted a poster for this giant edible gingerbread house that had been made to raise funds for Great Ormond Street Hospital.


As I've an incredibly sweet tooth (and in the name of fundraising research!) I thought I'd pop along and take a look as I thought it sounded a great idea.

The queue when I arrived was massive, though Grace and I were the only people without kids, and we waited diligently to descend to the underground cave housing the house.

When we got down there the gingerbread-house made an impressive sight (see video at the bottom), but it soon became apparent that the event hadn't been organised by GOSH.  They were merely the beneficiaries.  This meant from a fundraising perspective it was a real missed opportunity.

However, I loved the idea and with a bit of tweaking I'm sure it could've have been a fantastic fundraiser.

It's a great example of creating what Hugh at Gaping Void calls a 'social object' - something that creates conversation, interest and buzz around it.

I believe that if charities can create social objects then they create a fantastic opportunity to engage, interact and excite current and potential donors.

Using the gingerbread example, I would have loved it if while the parents were waiting for the kids to get their fix of e-numbers there was a display, video or person going around talking about GOSH, engaging with them and ultimately asking them to donate, as it would have been a natural thing to talk about.

Pop-up restaurants, art galleries and even cinemas are all the rage at the minute in London, so will the pop-up fundraising event be the next big trend?

If you can create something as interesting and stimulating as the gingerbread-house then you may be on to something...