Maternity Worldwide aim to keep their UK staff numbers to a minimum, so that they can employ more local staff in their overseas projects.
This means that they have an extremely limited marketing budget, and they have not been able to afford the tools or expertise to promote their annual Muffins for Midwives campaign to the right audiences.
Maternity Worldwide were one of 24 charities that were invited to attend Women’s Voices, our celebration of International Women’s Day at Starcom. We matched them to a team of female experts from across the media industry including Ashley Grantham from Yahoo, Francesca Caicedo from Zenith and Arlinda Mezini from Bloomberg.
It was a really friendly discussion and brainstorming session - ideas bounced off all of us.Natalie Hayden, Fundraising Support Officer, Maternity Worldwide
Muffins for Midwives
Natalie Hayden, Fundraising Support Officer at Maternity Worldwide says: “The volunteers that we were paired with on the day came to the event with some great new ideas for us; transferrable ideas that had worked for them, and understood our charity and the resources available to us. It was a really friendly discussion and brainstorming session – ideas bounced off all of us.”
The team developed lots of ideas about how to grow their annual Muffins for Midwives campaign, in which supporters host an event such as a tea party, cake sale or coffee morning and invite friends, family or colleagues to join them and make a small donation to celebrate the International Day of the Midwife on 5 May.
As soon as the event finished the charity started to put some of the group’s ideas into practice. One of the elements that they had discussed at Women’s Voices was how best to use social media to engage with audiences that best aligned with Maternity Worldwide’s work ahead of the campaign launch, which helped to increase sign ups.
When it went live the Muffins for Midwives campaign received a fantastic amount of interest and sign ups – their 2017 campaign raised an incredible £10,648 (target £9,000), making it their most successful campaign to date.
What a fantastic difference a slice of cake can make!Natalie Hayden, Fundraising Support Officer, Maternity Worldwide
Midwives save lives
“We’ve seen bake sales in the workplace, coffee mornings at home and even a tea party on the top of Mount Snowdon complete with bunting and cupcakes! In developing countries, one in 22 women die in pregnancy. Having a midwife or skilled birth attendant present at birth is one of the most effective interventions to save lives”, Natalie Hayden says.
“The amount raised from this year’s campaign will be enough to recruit two new student midwives in Malawi and pay in full for their three years’ training including a small living allowance and funds for textbooks. What a fantastic difference a slice of cake can make!”, she continues.
Brainstorming ways to help their Muffins For Midwives campaign was so much fun. So much so, I'm now contemplating hosting my own Muffins For Midwives event at Yahoo this May.Ashley Grantham, Lead Community Editor, Yahoo
Ashley Grantham was one of the experts who worked with Maternity Worldwide. “To me, the Women’s Voices event felt like a safe space where women could interact and use their professional skills for a good cause. I really enjoyed the networking beforehand, getting to know other women in my industry. It was very easy to walk up to, and start talking to, new people.
“Once in our groups, the two other women were a pleasure to work with as they were both very engaged and eager to brainstorm new ideas. Maternity Worldwide were also a joy to get to know and so inspirational, as they work in such a small team to deliver a powerful message. Brainstorming ways to help their Muffins For Midwives campaign was so much fun. I’m now contemplating hosting my own Muffins For Midwives event at Yahoo this May.”
Giving back on International Women’s Day
Arlinda Mezini from Bloomberg says: “The event combined a few elements I care about – skills-based volunteering and lending my professional expertise to charitable causes, with the opportunity to work with a charity. I liked the projects that Maternity Worldwide is enabling, and their chief goal of reducing mortality due to childbirth; I also wanted to work with an international charity.
“The fact that this was an opportunity to give back on International Women’s Day and network with some other fellow marketers was an added bonus. It was refreshing to connect, and share experiences with, female peers at other companies.”
Francesca Caicedo from Zenith says: “I have a greater appreciation for charities and all the work they do with such little budget and resource. As a professional who is used to working with large corporate budgets, it just shows how sometimes you have to be creative with what you have, yet you can still generate highly innovative ideas.”
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