Macmillan Cancer Support

Sharing cake and raising money

Macmillan Cancer Support’s World’s Biggest Coffee Morning has become a real success over the years. But we wanted to add a healthy sprinkling of a new generation of social media-savvy women. How? Get them involved with an idea they would want to share: Cake Tastes Better Together.


For over 25 years, women had been coming together over a coffee to raise money for Macmillan Cancer Support. But to keep growing, we need to look beyond our traditional participants and add a younger, super-sharing audience. So we created an idea to bring them together for a common good – and turn a social event into a social media event.

That idea was cake.

We created a campaign with share-ability baked in that invited women to get together and get creative with cake.

In the Coffee Morning Kit – which they could get through a new mobile-friendly website – we included stickers, games and even more ways to raise smiles and even more money. Plus, we came up with a cake duster with our campaign message on it. It meant that when our supporters baked a cake and snapped it to share on social media, they were also sharing our key message.

Talk about a show-stopper.

Stat attack:

  • A record breaking £27.6 million raised
  • 226,000 coffee morning hosts. A tasty new record
  • 67% of new hosts from our digitally savvy target group
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