Crowdfunding for Active Travel
Engaging a community to improve active travel
Elmbridge Primary School wanted to transform how children travel to school, helping more pupils to walk, cycle and scoot safely.
The school was launching a Crowdfunder campaign to raise £5,000, which would then be match-funded by Sport England. The money would support secure bike and scooter storage and a new “bike library” so more families could take part - reducing traffic, improving air quality and building lifelong healthy habits.
The Brief
For Elmbridge Primary School to raise the funding needed, they needed support to raise awareness with not only family and friends of pupils but also the local community. This included engaging with local businesses to support raffles and auctions as well as working with local spaces to promote the fundraiser. They also wanted to gain some media attention to show the wider Gloucestershire community what their plans were and how they want to support active travel in the county.
The Approach
Rallying a local community to support a good cause
For Elmbridge Primary’s Active Travel Crowdfunder, I was asked to raise awareness of the campaign, encourage donations and build long-term community support. I developed a targeted communications plan that included clear key messages, direct emails to local businesses and stakeholders, posters and handouts for families, social media content, a press release and local media outreach. I also supported stakeholder engagement with councillors, community groups and organisations, helping the school tell a compelling story about safer, greener and healthier journeys to school - and why the whole community should get behind it.
Community Engagement
I helped the school connect directly with parents, families and local residents through posters, handouts, letters home and clear, motivating messages about the benefits of active travel. This encouraged people not only to donate, but also to share the campaign within their own networks.
Partnerships
I supported targeted outreach to local councillors, community groups, schools, organisations and businesses, inviting them to back the campaign, share updates and where possible, contribute financially. This helped build wider ownership and longer-term support beyond the school gates. In return for any donation from businesses, they were invited to a celebration event and were promoted through social media.
Local Media
I supported press outreach, including a press release and pitches to local and regional media, to raise the profile of the Crowdfunder and highlight the positive impact on health, congestion, sustainability and the wider Elmbridge community.
Examples
The following examples give an overview of the type of materials used to support ongoing communications and marketing activity. They illustrate the tone, structure and approach that will help build visibility and consistency across all channels.
Comms
plan
I worked with the school to develop a plan that utilised their current channels as well as including fundraising ideas that the pupils could get involved in. This was a core aspect of what the school wanted - a fundraiser where everyone was involved.
Developing partnerships
As the school has little budget to promote the fundraiser, making partnerships with local businesses to provide prizes and offerings for any raffles or auctions was crucial. By engaging with local businesses, we secured a variety of prizes including a photography session worth up to £500.
Engaging local support
As a close-knit community, the core community spaces around the school were keen to help. By getting in touch with the local community hall, church, shops and parish council, we were able to run a poster camapign that encouraged local residents to make a donation.
Media
outreach
I reached out to numerous local media outlets to help raise awareness of the fundraiser. With the press release focusing on how the success of this campaign is going to make a positive impact on the community, it gave media a good local news story to run.
Results
£5k target reached
The school raised the full £5k they needed to get match-funding.
12 new partnerships
we engaged with 12 new local businesses who now have a supportive relationship with the school.
