Three days of a unique way to raise money for charities
netted $30,000 for the Blue Iguana Recovery Programme, Meals on Wheels Cayman
and the Cayman Islands Humane Society.
Island Heritage sponsored CharityDrive from 24-26 April to
raise awareness of the insurance companies brand and to raise money for the
three selected charities.
The concept involved the entire community.
Island Heritage donated $1 on the community’s behalf up to a
maximum of CI$10,000 to each of the three charities. The numbers were picked by
the several thousand participants who drove across the Island Heritage
roundabout between 7am and 7pm, liked the Islands Heritage profile on Facebook
or sent a tweet containing @charitydrive.ky during the three days.
“We wanted to do something unique with our sponsorship funds
this year, something more than just writing a cheque and taking a picture for
the paper,” said Rhonda Serrano, marketing and communications manager for
The lead up to the campaign saw a media blitz to promote the
event, which included newspaper ads, radio promotion, television spots and a
pop-up ad on cayCompass.com featuring an animated roundabout
complete with circling cars.
Island Heritage has decided to make CharityDrive an annual
event and invited charities to register their interest to be one of the
featured charities at next year’s fundraiser.
Given the shorter lead time for the first CharityDrive,
Island Heritage did not solicit applications from charities this year, but took
a poll of staff and the executive team to select the three charities.