Meals on Wheels is synonymous with connection and care for older Australians. When the pandemic hit, Glen 20 stepped in to take the charity’s support to the next level.
During the darkest days of COVID-19, Meals on Wheels continued to provide nourishing meals and social connection to some of Australia’s most vulnerable and isolated elderly people. A partnership with Glen 20 played a key role in that effort by providing monetary, product and PR support.
F&P’s Fiona Atkinson speaks to the partners to find out more.
What criteria does Meals on Wheels have for corporate partnerships and what qualities do they look for in a prospective corporate partner?
Meals on Wheels operates a complex system of logistics; from procuring, preparing and delivering meals, to providing wellbeing checks and vital social connection. This is supported by a diverse group of volunteers within communities right across Australia. This means we have a range of criteria, depending on which aspect the corporate partner is seeking to support. The partnerships that progress align with the organisation’s values, are based on integrity, uphold transparency, are genuine and meet community expectations of an organisation held in such high regard as Meals on Wheels.
For Meals on Wheels Australia (MoWA), the national peak body, we look for national partners with a broad reach.
When did the relationship between Meals on Wheels and Glen 20 start?
The relationship started when Reckitt (disinfectant cleaning product, Glen 20, is one of its brands) reached out to offer support at the beginning of COVID. The partnership has grown over the last two years and is highly valued, as Reckitt goes above and beyond to assist and operate with integrity. We are delighted that they are also supporting the Alison Meighan Awards, which recognise, reward and highlight the achievements of individuals and Meals on Wheels services.
What was the catalyst for the Glen 20 relationship and why is it a good fit?
The catalyst for the partnership was a strong and mutual desire to keep our volunteers and the people we support safe and well during COVID-19.
It’s a relationship built on credibility, trust, and commitment. Both brands have a trusted history in supporting the community and are committed to making a positive difference to people’s wellbeing.
In what ways have Glen 20 supported Meals on Wheels?
- Helping raise awareness through their PR support and mass media (a bespoke TV commercial and online video). There have been two national campaigns to date. You can see the initial campaign here (which has a donation call to action) and the Woolworths campaign here (which promotes the provision of Glen 20 products to vulnerable Australians via the MoW service). The TVCs were a collective concept between Glen 20 and MoWA.
- National product donation of Glen 20 to Meals on Wheels locations since April 2020.
- Donation of 50,000 hygiene packs of Pine O Cleen and Glen 20 products via our partnership with Woolworths in 2021. Their product support was very timely, occurring just before the Delta outbreak.
- Recognising and supporting services and amazing Meals on Wheels volunteers by being the major sponsor of our inaugural Alison Meighan Awards.
What have you learned about corporate relationships from the partnership with Glen 20? What has worked well? What have you tweaked along the way?
Meals on Wheels Australia is so grateful for the support we have received over the last two years – it has made a real difference, and connected and strengthened communities. When it really mattered, the corporate sector stepped in and provided incredible levels of support, none more so than Glen 20.
It is the enduring relationships, such as the one we have with Glen 20, that have worked well – where we learn together about how we work and how we can continue to make a difference in the community.
What tips do the Meals on Wheels team have for maintaining a healthy corporate partnerships program?
Staying true to the mission behind the partnership. Ultimately it comes to upholding aligned values, demonstrating them authentically and coming to the partnership genuinely. The Glen 20 partnership has embodied what we look for in a healthy corporate partnership.
What other kinds of fundraising does Meals on Wheels do?
Meals on Wheels operates in over 500 locations throughout the country. Each service is an integral part of their community and develops fundraising strategies that best suit their local community. [Fundraising and sponsorships secured $297,887 for MoWA in FY21, 22% of total income].
Each state supports this through state-based fundraising activities such as bequest programs, raffles and fundraising events like Cuppa for a Cause in NSW. Nationally, MoWA accept donations through its website and also provides a bequest program for those wishing to leave a gift in their will – building that program is a future focus for development.
One of the most incredible forms of giving we are grateful for is the time volunteers donate. We are privileged to work with a volunteer network [of 45,000] that makes an amazing contribution every day.
For more information on the Alison Meighan Awards click here.
Click here to learn more about Meal on Wheels’ corporate partnerships.