Aviva pledges extra support to UK charites supporting financial wellbeing

In an effort to help tackle the financial pressures being brought on by the cost of living crisis, the Aviva Community Fund has announced an additional £2m funding to causes supporting financial wellbeing in their communities.

Non-profit organisations can now apply to the Aviva Community Fund, and receive matched funding for public donations from 4th October 2022. The extra financial support is aimed at helping people take control of their wellbeing by giving them tools to be more financially independent.

This is the first time the Aviva Community Fund, a key part of delivering Aviva’s Sustainability Ambition, has pledged extra financial support within a three-month window. It comes in response to the increased demand charitable organisations are facing to help those struggling with cost of living pressures. Research conducted by Aviva found that almost half of employed people (43%) did not feel financially on track for the future and 65% felt they were ‘just getting by financially’¹.  This emphasises the increased pressure that will be placed on charitable causes, as more people start to require their support.

The Aviva Community Fund helps registered charities or social enterprises with an income of up to £2million, looking to raise up to £50,000. The Aviva Community Fund has raised over £5.1 million for UK causes doing vital work in their communities since 2019.

This includes organisations like The Rainbow Centre, in Scarborough, a drop-in community support centre which raised £4,000 through the Aviva Community Fund in the first few months of 2022. The Rainbow Centre provides emergency food parcels, vouchers for energy and food, clothes for job interviews, debt advice, support with accessing the right benefits, and much more – as well as compassion, empathy, and someone to listen.

The Rainbow Centre Manager, Trish Kinsella, said: “When a person comes in, often they’re without hope. They go out happier and they go out with hope that somebody’s listened, and somebody’s going to do something. We will use the £4,000 raised with Aviva to kickstart a new project supporting people with energy efficient ways to cook – like slow cookers.”

Jude Brooks, Head of Communities, Aviva, said: “As rising living costs see more people struggle to make ends meet, we know non-profit organisations are seeing donations decline at the same time as demand increases. We’re inviting local causes to apply to the Aviva Community Fund so they can continue supporting their communities at this difficult time. If you know of an organisation helping people in financial need, now is the  opportunity to double your fundraising efforts.”

For more information, or to apply, visit: https://www.avivacommunityfund.co.uk/costoflivingboost

Notes

¹ Aviva, Evolving in the Age of Ambiguity, December 2021

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