In 2023:
We created more authentic and
culturally sensitive communications.
We looked at how we talk to different
communities in 2023, working together with
Humankind, a research agency specialising in the
charity sector and underserved audiences. Our
combined insight gave us a better understanding
of how to engage with different audiences
more effectively, including amplifying our offer
for people to get support, demonstrating our
understanding of and affinity with underserved
audiences, as well as adapting the accessibility
of our fundraising offer. Our research focused on
Black, Muslim, South Asian, Disabled and LGBTQ+
audiences. The work is now being used to unlock
areas with the greatest potential for supporting
people with cancer in these groups and embed
greater inclusivity in our fundraising portfolio.
We introduced more diverse and relevant
fundraising products.
Our Big Day Out event was launched in 2023, as
we looked to review and update our fundraising
products to be more relevant and appealing to
diverse audiences.
We chose a central London location and a
challenge where participants could walk, roll, or
even stroll 2.5km or 10km at their own pace to
raise money for Macmillan. The ethnic diversity
of participants was reflective of the wider
London population. Under 18s made up 20% of all
registrants, and two wheelchair users took part.
The success of the London pilot event means a
second event is planned for Birmingham in 2024.
The 'Walk to Support' event will look to boost
involvement from Muslim audiences and people
with disabilities.
Make our brand, marketing,
communications, and fundraising
more inclusive.
We embedded lived experience in
our work.
We took steps to start sharing our power more
responsibly, by creating more opportunities
for people with lived experience of cancer to
meaningfully contribute to our work. We're moving
away from doing things for people living with
cancer, and instead towards working in equal
partnership with them. This year we:
• Created meaningful opportunities for people
affected by cancer to participate in the
development of the new organisational strategy.
• Delivered a learning programme for over 80
Macmillan colleagues to enable collaboration
with people affected by cancer.
• Planned our approach for Macmillan's first lived
experience and participation strategy.
Transforming our approach to participation will
mean we become more responsible convenors -
bringing together the knowledge and leadership
of people with lived experiences alongside our
professional and organisational expertise to drive
impact for the people with cancer who are most in
need of support.
Strategic report
Thank you 54
Environmental, social
and governance review
Financial review
Overview Financial statements
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