Marks & Spencer (M&S) has been the headline sponsor for Macmillan Cancer Support’s flagship fundraising event ‘World’s Biggest Coffee Morning’ (WBCM) since 2010. This sponsorship has grown from raising €453k in 2010 to a staggering €2.7 million raised in 2017. The money M&S raised last year is enough to fund 65 Macmillan healthcare professionals such as nurses and psychologists in local communities to help reach more people living with cancer. This record-breaking total was only achieved through collaborative activation using both organisations’ marketing channels and most importantly through engagement with M&S employees fundraising across stores.
