Clients and Partners

Guardian and Observer Christmas appeal

The Guardian and Observer were keen to ensure the money raised from their annual Christmas appeal goes to high-impact charities. NPC has helped them select charities working in their chosen focus areas for several years.


Each year the Guardian and Observer Christmas Appeal runs throughout December and January, raising money for charities working in a particular area. NPC has been involved in this appeal several times over the last decade.

In 2010, the Guardian wanted to focus on disadvantaged young people, and asked NPC to help select ten high-impact charities working in this area to receive the funds raised during the appeal.


We designed an application form based on our guidance for charities on impact reporting, which requires them to be clear about the problem they are addressing, their theory of change, their outcomes and the evidence for their approach. NPC screened all the applications against this criteria, and produced a shortlist of finalists, which we presented to a selection panel at the Guardian. The panel chose ten charities to feature in the appeal, which was covered extensively in the Guardian throughout December and January.

Throughout the process we were able to draw on our extensive knowledge of issues facing young people, built up through our research on topics such as youth crime, young people’s mental health, the transition of disabled young people to adulthood, young refugees, child abuse and NEETs, which helped us to select the most effective approaches.


The appeal raised over £400,000, split equally between the ten charities, and all ten received extensive media coverage as a result of the appeal. One charity, IntoUniversity, told us it had been approached by several potential partners as a result of the appeal, and had seen a rise in new donors.

Back to top