A Partnership That Powers Communities

Client: Aviva Community Fund

Over the past decade, the Aviva Community Fund (ACF) has raised more than £17 million for 9,000+ grassroots charities and community groups, mobilising 180,000 supporters across the UK. At the heart of this impact is a sustained ten-year partnership between Aviva and krow, working together to build and evolve one of the country’s most enduring corporate-community programmes.

Launched in 2015 as a traditional grant fund, ACF has continuously developed a dynamic, always-on crowdfunding and volunteering platform designed to unlock funding for small organisations often overlooked by conventional grant structures. Aviva and krow have approached it as a living platform — adapting mechanics, storytelling and engagement model in response to changing needs. Over the decade the partnership has introduced crowdfunding and match-funding to amplify donations, integrated employee micro-donations and volunteering, and refined eligibility criteria to support emerging priorities. The programme has rapidly responded to national challenges, including Covid-19 and the CoL crisis, supporting communities when it is needed most. The long-term impact for communities is clear: 74% of funded causes achieved outcomes that would not otherwise have been possible, 70% reported increased public visibility, 52% improved financial stability and 22% expanded their volunteer base. For Aviva, the partnership has strengthened brand trust and employee pride, with recent anniversary activity delivering 169% of planned impressions at £1.25 CPM and a 7% uplift in employee donation vouchers within 24 hours. Together, Aviva and krow demonstrate how sustained agency-client collaboration can deliver lasting social change while strengthening business and brand purpose.