We’re proud to share that our incredible partnership with Wickes has been recognised with a 2025 Third Sector Award! It’s a testament to two years of commitment, collaboration and compassion.
Since 2023, the partnership between Wickes and The Brain Tumour Charity has delivered not just impressive fundraising results, but a blueprint for how collaboration can bring about real, measurable change.
Together, we raised an outstanding £2 million. This is a sum that will go a long way in accelerating brain tumour research, improving support, and campaigning for meaningful change.
But the impact of this partnership goes beyond fundraising.
This partnership was celebrated for its execution and outstanding outcomes – both of which contributed to winning a 2025 Third Sector Award in the Best Short Term Partnership category.
A closer look at the award-winning partnership
Wickes joined forces with The Brain Tumour Charity to help tackle brain tumours, which are the biggest cancer killer of children and adults under 40.
This partnership set out to raise vital funds while also raising awareness and driving change across the UK.
How the Wickes partnership with The Brain Tumour Charity won a Third Sector Award
The judges praised the partnership for its excellent delivery and clear evidence of impact.
Here’s how it stood out:
1. Mobilising a movement: Wickes Charity Champions
From the beginning of the partnership, Wickes put together a dedicated Charity Committee and recruited ‘Charity Champions’. These were passionate employees trained and supported to lead fundraising efforts across the business.
Armed with branded resources and knowledge from “lunch and learn” sessions, these Champions became internal advocates, gaining involvement from all 8,000 of Wickes’ colleagues.
2. Inspiring customers to give: the 50p Ask
In all 230 stores and through Wickes’ online platform, customers were invited to add a 50p donation during dedicated giving periods.
These micro-donations, supported by powerful storytelling and real-life case studies, added up in a big way.
One particularly moving campaign – centred on a young mother facing her final Christmas – raised over £100,000 in just one week.
3. Driving awareness nationwide
Wickes amplified The Charity’s Better Safe Than Tumour campaign across its communication channels – especially during Brain Tumour Awareness Month in March.
Through in-store radio, reaching 3 million listeners in a month, and a social media takeover that reached 400,000 new followers, the message hit home.
Celebrity ambassadors and influencers also helped spark vital conversations about the impact of brain tumours.
4. Making our cause a part of Wickes’ mission
Wickes made the cause a core part of its company culture, integrating the partnership into business events like golf days, team building activities and formal dinners. This alignment helped maintain momentum and brought even greater visibility to the mission.
5. Championing Equity, Diversity and Inclusion (EDI)
Brain tumour diagnoses often lead to long-term disability, job loss and financial insecurity.
As a strong advocate for Equity, Diversity and Inclusion (EDI), Wickes supported The Charity’s Young Ambassadors’ Programme – empowering young people affected by brain tumours to speak out, influence policy and tackle discrimination.
6. Monitoring the partnership’s impact as it went
Weekly touchpoints and monthly Charity Committee meetings ensured continuous alignment, innovation and reporting.
This commitment to tracking impact helped drive the partnership’s success and demonstrated its effectiveness to the Third Sector Awards judging panel.
The results: real, tangible impact
Thanks to funds raised in the 2023-24 financial year, The Brain Tumour Charity’s Support Team was able to help:
- 12,189 people through 15,187 interactions – a 33% year-on-year increase
- 3,129 people through our support line
- 3,916 families by sending them information packs – up 69% year on year
- 425 people through free counselling sessions – a 61% increase on the previous year
- 1.1 million people through online support.
Wickes has significantly helped us to reach more people affected by a brain tumour diagnosis and support them to live longer and better lives.
– Dr Michele Afif, CEO of The Brain Tumour Charity
Reflecting on a remarkable journey
As the partnership concluded, Wickes CEO David Wood shared:
“At Wickes we’ve been delighted to partner with The Brain Tumour Charity over the past two years and are tremendously proud of the fantastic efforts of all our colleagues and customers to raise funds to support the life-changing work of this incredible charity.”
A well-deserved win at the Third Sector Awards
The Third Sector Award judges described the partnership as:
“An exceptional short-term collaboration with strong execution and measurable impact.”
For us, this recognition means the world. Not only does it celebrate the £2 million raised, but it helps shine a spotlight on the urgent need for better support, awareness, and treatment options for those affected by brain tumours.
We know this fight can’t be won alone. There’s no DIY fix for something as complex as brain tumours. That’s why partnerships like this – powered by shared purpose and teamwork – are so essential.
To everyone at Wickes: thank you. Together, we’ve made a difference. And winning the Third Sector Award is a powerful reminder of what’s possible when people come together with a common goal – to defeat brain tumours, for good.
Learn more about our corporate partnerships
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