Aviva pledges extra support to UK charities supporting financial wellbeing

The Aviva Community Fund helps registered charities or social enterprises with an income of up to £2million, looking to raise up to £50,000

In an effort to help tackle the financial pressures being brought on by the cost of living crisis, the Aviva Community Fund has launched 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 4 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’.  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 Greater Manchester Poverty Action (GMPA), a not-for-profit organisation that works to prevent and reduce poverty across the Greater Manchester region. Greater Manchester Poverty Action is currently fundraising to deliver training on their Money Advice Referral Tools (MARTs) which outlines to organisations the key places they can refer individuals to for income maximisation advice and support.

The tool is already rolled out in six boroughs of Greater Manchester, but through fundraising GMPA hopes to provide further access to those in need.

Head of Programmes at GMPA, Daniel Oliver, said: “The money referral tool is initially based on a model from Glasgow called Menu for Change which is all about providing kind of a one-stop-shop for key places to maximize household or help [people] to manage debt.

“Whether the issue is not getting enough money into your household at the minute, being unemployed or just having been made unemployed, having debts, or being a migrant or refugee, the tool takes you through different steps to identify the organisations that are best placed to support you.

“What we're currently aiming to do is set up and run a training package for those who will be using the tool to help those who need it get the right support.”

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