Objective
To raise money for the nominated charities through an annual national swimming challenge. Also to support partner pool operators by encouraging sustained participation in swimming.
Approach
Innovation
Limelight has successfully developed a CRM infrastructure capable of meeting the demands of almost 600 venues, thousands of participants and hundreds of thousands of donors. Use of social media and e-communication has provided a dynamic environment for sharing information about fundraising and training.
Partnerships
Limelight has produced research providing a sound business case for pool involvement, ensuring cross-estate support from the UK’s largest pool operators and leisure trusts, and involvement from 574 UK pools. We have also engaged the NGB and a number of swimming related brands, adding value to the campaign and the participant experience.
Results
Swimathon 2011 saw 17,000 swimmers taking part in the challenge, raising over £1.7million for Marie Curie Cancer Care and the Swimathon Foundation. Since its inception in 1986, Swimathon has raised over £36million for charity and successfully encouraged thousands of people to participate in swimming more regularly.
