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Case study

Raising funds with a record-breaking virtual tea party

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Organisation type

Charity/third sector

Sector

Disability, diversity, equity and inclusion

Service

Campaigns

Influencer engagement

Media relations

Strategy

The brief

With the UK in lockdown, Guide Dogs needed a new way to keep supporters engaged and raise vital funds normally generated through community events. The organisation planned its first virtual tea party for National Tea Day 2020, inviting people to donate the price of a cuppa, come together online and help break the Guinness World Record for the largest online tea party.

To take part, supporters simply had to share a selfie enjoying their favourite brew between 3pm and 4pm on the day. Our task was to build national visibility, drive participation and help Guide Dogs turn an online moment into a major fundraising opportunity.

Insights and approach

We advised Guide Dogs that strong social media traction would be critical to generating meaningful online coverage. Media interest would intensify only once the record was secured, so our strategy focused on building momentum early and using recognisable personalities to encourage audiences to join in.

Our approach moved through four phases:

Pre-launch: We gathered engaging video clips and celebrity images that could be deployed quickly across social channels to spark early conversation.

Media launch: We ran coordinated outreach to national online and broadcast outlets, positioning the event around much-loved British celebrities getting involved.

On the day: Actor and dog lover Martin Clunes appeared live on Good Morning Britain, surrounded by his dogs, encouraging viewers to take part during the record-attempt hour.

After: As soon as the record was confirmed, we delivered a second wave of media activity, showcasing famous faces who had backed the event and reinforcing Guide Dogs’ message of community and connection during lockdown.

Results

The virtual tea party became a joyful shared experience at a time of national isolation, raising awareness of Guide Dogs’ work and giving supporters a simple, uplifting way to contribute.The event generated exceptional fundraising results, with income far surpassing expectations for a first-time virtual activity. Participation levels comfortably exceeded the Guinness World Record threshold, reflecting the strength of celebrity involvement and sustained media attention. Our coverage results were well above target, significantly expanding Guide Dogs’ reach at a moment when the organisation needed it most.

£44k+

raised

4,021

selfies shared within the one-hour window

368

media items

598m+

opportunities to see and hear

“

The virtual tea party was a first for Guide Dogs, designed as a much needed replacement for fundraising events while the country is in lockdown. Barley provided excellent advice and support, and we were delighted with the unprecedented level of coverage they generated. It helped us raise awareness of Guide Dogs and smash the Guinness World Record. Importantly, we’ve raised over £44,000 of funds from this one event for our vital support to people with sight loss – that’s three quarters of the fundraising we’d normal expect from a whole year of real-life tea parties.

Pam White

National Community Fundraising Campaigns Manager, Guide Dogs UK

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