Home Business Services Northern Businesses Prove Importance of Charity Work Participation Amid COVID-19

Northern Businesses Prove Importance of Charity Work Participation Amid COVID-19

Pulseroll's special-edition NHS signature percussion gun

Businesses across the North have been proving that charity work participation may be the “best marketing tool” companies could make use of in this current climate.

From Whitley Bay to Leeds to Manchester, marketing agencies to fitness equipment specialists have been playing a role in doing their bit for charities amid the COVID-19 pandemic.

The New Issue

First on the list we have The New Issue, a quarterly coffee-table style magazine produced by Big Issue North. The target audience of this publication is mainly business professionals, who have the chance to subscribe to the magazine for just £40 a year – which costs less than a cup of coffee per month.

Through subscribing, not only can businesses support their local homeless community, they can also broaden their marketing methods in a more meaningful way.

Fay Selvan, publisher of The New Issue, said: “The real advantage to subscribing to The New Issue is that readers can get the opportunity to consume great journalism, and change lives at the same time,”

She added: “At Big Issue North, we pride ourselves in supporting vulnerable people through selling our magazines, and producing great content through our journalism”.

For The Love Of The North

Based in Whitley Bay in the North East, For The Love Of The North created a series of North East inspired fundraising prints by local artists during the first lockdown.

Throughout the pandemic, the business has been donating 25% of each of their sales to local Northumbria NHS Trust’s Bright Charity – with £7,500 being raised to date.

For The Love Of The North was founded in 2017 by husband and wife duo, Paul and Lucy Hull, who initially set up the organisation with the desire to support the talented creatives around their beloved region.

Speaking about the events of last year, the couple said: “When the pandemic happened, we were fearful like many, but an email from a customer was a lifeline that changed everything.

“They suggested that we should look into producing something along the lines of the iconic phrase ‘keep calm and carry on’ for our community. We got in touch with one of our artists, Lisa Kirkbride, and she came up with the iconic rainbow, which has been used as a symbol of hope, and the motto “Love will get us through.”


Paul McCabe, CEO of Manchester fitness equipment specialist, Pulseroll, made it his company’s mission to support the NHS during lockdown.

Partnering up with NHS Charities Together, Pulseroll released a special-edition NHS blue version of their signature percussion gun, with £25 from every sale being donated.

This special edition massage gun is becoming a permanent fixture to the company’s product line, and will hopefully lead to more partnerships in the future.

Paul said: “We decided to partner with NHS Charities Together on our special edition massage gun to give back to such an amazing organisation at such a crucial time.

“NHS staff are heroes all year round, but especially during such a difficult period and we wanted to say a huge thank you for all their hard work and commitment. Not only are we raising a significant amount of money for the charity through sales, but the Pulseroll massage gun itself has been such a useful product to help staff relax and unwind after a stressful day. The therapeutic device is scientifically proven to relax the muscles providing a deep tissue massage in the comfort of your home.

“We’re so proud to be able to give something back and help in any way we can! It’s just our small contribution towards such a vital organisation for everyone living in the UK.”

On top of this, Pulseroll also provides special discounts to NHS staff on any of their purchase items.

The Tim Collins Consultancy

Over the years and throughout the COVID-19 crisis, The Tim Collins Consultancy has provided some great support to Leeds homeless charity, Simon on the Streets.

Set up by liberation coach, Tim Collins, The Tim Collins Consultancy runs a “pay fair” scheme where any excess income gained by his business goes towards Simon on the Streets.

Collins said: “I have a pricing model called ‘Pay Fair’, which means I have a suggested hourly rate but my clients pay what they think is fair. It tries to put a value on my time while building trust and allowing people who cannot afford my rate to be able to work with me. If someone pays me more than my suggested fee, I donate the extra to SotS too.”

Speaking about how getting involved in charity work has strengthened his business, Collins added:

“It helps to create a positioning where you are trusted and you exhibit the right values. So in terms of brand image, it is really important.”


In the leafy suburbs of Manchester, marketing agency FireCask prides itself on its charity work involvement, having collaborated with organisations such as i2gether and MASH.

Director and Co-Founder, Anna Moss, said: “We have supported a number of small to medium-sized charities over the last seven years and it is a fantastic way of getting your whole team involved in a joint project whilst helping to make a difference to someone,”

She added: “As an agency, we would rather be known for the work we do in the community than winning an industry award, as the work we do benefits those who need it.”

Last year, FireCask decided to donate the money they would normally spend on Christmas presents for clients, to three local charities – MASH, Big Issue North and Bleakholt Animal Sanctuary.

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