Instead of spending millions of pounds in the battle of the Christmas adverts, Co-op is doing things differently and keeping it simple by focusing on the ‘gift of community spirit’ this Christmas, calling on donations from its members and customers, which Co-op pledges to match.

The power of co-operation is demonstrated by Co-op and its members every day of the year. As a business,  any profits are invested back into the business and then together with their members, they provide financial support to thousands of local community causes, amounting to over £100 million in the last few years.

And this Christmas, that clarity of purpose continues from Wednesday 22nd Nov, with Co-op calling on its members and customers to super charge this support, helping to give a ‘gift’ that can really make a difference – that of community spirit, by donating the money on a member’s rewards balance via the app, alongside in store donations which both members and customers can easily make at the till points. Co-op is pledging to match* the member and customer donations in order to spread community spirit far and wide.

But the donations here won’t go towards anything you can buy for you or your family, instead it’s made up of things that your local community really need whether that’s bringing people together to get a hot meal, or sports supplies for local grass-roots kids clubs, thereby ensuring that taking care of the communities we all live in, embodies the true spirit of Christmas this year.

Kenyatte Nelson, Chief Membership and Marketing Officer Co-op said: “Co-op is different, and we are proud of this. Our members own our business and together we show every single day of the year how powerful cooperation can be as a force for good. After the tough year consumers and communities have faced, I know our members will step up and donate their member wallets this Christmas, or donate in our stores along with our customers, knowing we will stand by them, and match their generosity. Giving the gift of community spirit isn’t a trite marketing tag line, it’s a genuine desire by our members, customers and Co-op, to amass a Christmas funding boost to make a real difference to the communities we serve.”

Co-op’ has over 4.5m active Members, many of whom have unused personal rewards sitting on Co-op membership wallets, an average balance of around £5 per active member. The more Members who take the action to donate those balances, alongside cash donations by members and customers at the tills, the more significant the impact of collective, cooperative power becomes, and even more benefit can be felt by community causes across the UK.

Funds raised will be shared equally between all current Local Community Fund causes and paid out to them in early 2024.

The multi-channel campaign launched on Wednesday 22nd November and will run across Out of home, print and digital, broadcast partnership, VOD and Co-op social and digital media. Supported by PR activity.

Active Co-op Members can donate now, by logging in to the Co-op Membership app. To make a difference in their community all year round, all Co-op shoppers can become a member for just £1 – in store, online or via the Co-op app.

*Co-op pledge to match member and customer donations up to £1m.


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