Ideas we love: CASCAID


What’s the big idea?

CASCAID is a new initiative with one audience in mind – the asset management community and their friends. It sets them a one-year target to raise a certain amount for Cancer Research UK. Bearing in mind this sector looks after an estimated £7tn in the UK alone, it seems like a wise move.

Why do we love it?

CASCAID’s tone is informal and inclusive (sample line: “This is not a corporate cheque-writing exercise. CASCAID is all about people rolling their sleeves up and working together, setting aside any competitive differences for a great cause”), and it clearly works. The original target of £1 million was reached by June and CASCAID now aims to bring in £2m by 31 December.

What’s the secret of its success?

By targeting individuals within a sector that doesn’t always get the greatest PR and encouraging them to do more, CASCAID throws down a gauntlet that people are clearly willing to pick up.


See more about CASCAID here.

If you’ve got a great campaign or idea that you’d like to share, then please get in touch.