SA Law Helps Us Turn Opportunity Into Impact This Winter

Every winter, we see demand for essential items increase. More people struggle to afford the basics, unable to buy warm clothing, bedding, footwear or hygiene goods, and more of our community partners rely on us to help them meet that need.

Last winter, we supported over 80,000 people through the winter months, including 5,000 people in the UK in December alone. Across the full year, demand grew sharply and we supported 146% more people than the previous year.

So when the Aviva Community Fund confirmed match funding for a fourth year, we understood the potential it created. Match funding can significantly strengthen our winter appeal, but only if supporters know it is available and understand the impact their donation can make.

This is where we face our biggest challenge.

The challenge: delivering essentials at winter scale

To respond to rising winter demand, we do not just need donated goods. We need the resources to move, sort and deliver them. Transporting items, managing stock, preparing orders and getting essentials to people who need them most carries a significant cost. As need increases, so does the scale and cost of the operation.

Every winter, fundraising plays a crucial role in making this possible. But fundraising depends on visibility. Without reaching new supporters, we risk falling short of the funds needed to keep essential goods moving at the scale winter requires.

Last year, a small Google Ads test showed how effective targeted digital outreach can be. When more people saw our work, we raised more support and delivered more essential items.

This year, the match funding was ready, but the visibility was not.

The turning point: SA Law

SA Law has been a long-standing supporter of Goods For Good. They understand the scale of need and the pressure winter places on our operations. When they learned that visibility was the barrier limiting the potential of this year's match funding. They wanted to help us, and offered sponsorship to we could activate Google Ads for our Winter Appeal.

Their support means we can:

• Reach far beyond our existing network
• Connect with new supporters who want to help but may not have discovered our work before
• Give the match funding the visibility it needs to reach its full potential
• Raise the funds required to deliver more essential items to the people who need them most

Together with fellow Hertfordshire supporters Arthur Duke and Branue, SA Law has helped ensure this year's appeal has the reach it needs.

Why it matters

Until 23 December, every donation to our Winter Appeal is doubled by the Aviva Community Fund.

• A £25 donation becomes £50
• And £50 helps us provide essential clothing, bedding and hygiene goods for two families instead of one

These are practical items that offer comfort, dignity and stability during the coldest and most challenging months of the year.

Opportunity, visibility, impact

1. Aviva provides the opportunity.
2. SA Law gives us the visibility to make the most of it.
3. Your support turns that into real impact for people who need it this winter.

Our target is simple: 1,000 people giving £25.

With match funding in place and the reach now secured, every donation goes twice as far. Donate today and double your impact this winter.

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