We’re delighted to announce that our client Live Nation Entertainment won the ‘Most Engaging Campaign’ award at the National Payroll Giving Excellence Awards. They were also highly commended in the ‘Best Promotional Partnership’ category for their work with Payroll Giving in Action and Thomsons Online Benefits.

The awards recognise the achievements and generosity of employers and employees for their continued promotion of Payroll Giving, meaning that charities receive much-needed funds.

Live Nation Entertainment, the global leader in live entertainment and ticketing, wanted to rebrand and promote their Payroll Giving Scheme to encourage their employees to pledge a company-wide target of £25,000 per annum. They enlisted the support of Thomsons Online Benefits and Payroll Giving in Action, an organisation dedicated to helping employees donate to charities tax-free directly from their wage - who visited all of Live Nation Entertainment’s offices to speak directly with employees and encourage them to sign up on tablet devices. We worked together to ensure the scheme promotion and process of getting involved was as streamlined as possible.

To get employees engaged from the outset, Live Nation Entertainment ran a competition to name the scheme: ‘DoNation’. They created specific branding, including a logo, imagery, a webpage, videos and posters to promote it. They also offered a variety of ways – both digitally and on paper – to sign up to the scheme, and we ensured this was all captured on DarwinTM.

By ensuring 100% uncapped matching for donations and securing Charities Trust to match employee donations up to £10 in the first month, Live Nation Entertainment have seen incredible results. 167 employees have joined the scheme, choosing to support 259 charities. Furthermore, employees have pledged £58,770 per annum, doubling Live Nation Entertainment’s initial target!

Jana Watkins, Head of HR at Live Nation Entertainment, said:

“It’s important we are able to utilise payroll giving so our employees are able to give the maximum they can to their chosen charity. The staff loved how they could donate regularly and flexibly though payroll, save income tax and give more money to charity than they were able to via alternative means.”

Following news of the award win, Stephen Read, CEO of Thomsons, commented:

“We are so pleased that our client Live Nation Entertainment has been recognised for such a deserving award. We look forward to working with them in the future.”