Now that the season of goodwill and corporate philanthropy is over, what does 2024 look like for Dentaid the Dental Charity?
Christmas is when people open their hearts and wallets to support charities. Even in a financially bleak midwinter, we dig deep for those who most need it.
Many charitable organisations harness the season’s goodwill spirit to seek much-needed aid. But how do charities ensure ongoing support when the festive period has ended and the paraphernalia of parties and present giving is over?
Sustaining philanthropy
Charities are combining traditional one-time donations with a focus on sustained giving. Where campaigns may once have tapped into our psyche with emotional and urgent calls for help to address pressing issues, there has been a noticeable shift in strategy.
Many are advocating for recurring, monthly donations as a more effective means of creating lasting impact. The rationale is multifaceted. Monthly contributions allow charities to plan and allocate resources more efficiently. They provide a steady and predictable income stream, enabling organisations to undertake larger, sustained projects that address the root causes of social issues.
Regular donations also help to establish a deeper and more engaged relationship between donors and charities, transforming supporters into long-term partners.
Corporate philanthropy has also evolved in a similar vein. Collaborating for lasting impact in charity involves companies aligning their expertise, values and goals
for sustained support. By tying corporate philanthropy to a business strategy, a company can help to create social value.
Dentists and their teams understand the need for sustainable support only too well. Dentistry is built on its principles. However, meeting this need can take time and effort in the current climate of financial concerns and poor access. For those aiming to address gaps in dental care for under-served or marginalised populations, their operations can only succeed if they have a secure long-term income.
Dentaid the Dental Charity
Dentaid the Dental Charity embodies the essence of the need for effective long-term philanthropic relationships. The dental charity operates mobile dental units to provide oral health care to under-served communities. The funds raised through its corporate partnerships significantly support its programmes, enabling volunteers to reach more people needing urgent attention.
The charity’s mobile dental units travel the UK, providing outreach dental clinics for people experiencing homelessness, survivors of abuse, families in poverty, refugees, cancer patients, people recovering from addiction and communities where people are struggling to access dental care.
However, it was only with support from multiple businesses in the industry that the charity could scale up throughout 2023 regarding the number of people reached and the number of mobile units they operate. But there is still much to be done.
For its work to continue seeing long-term results, achieving the objective of improving clients’ health, there needs to be a continuum of support. Sustaining these mobile units – and their engagement – comes at a cost.
‘Individual human stories’
Jill Harding is head of communications at Dentaid the Dental Charity. She believes that while broader statistics are significant, success often lies in the individual human stories. In both cases, the charity has to have confidence in future funding for this to continue in the right direction.
‘Our targets are based on the number of clinics and treatment numbers we achieve, but our work is more than numbers – it’s outcomes,’ she says. ‘Many patients come to us with a wide variety of dental issues, and it is not just about getting them out of pain. It’s also about allowing them to remain dentally fit.
‘We ask how they feel, and if and when they will return for future treatment. We take a face-to-face medical history and talk with our clients afterwards. It is a “whole” service. It’s about having those important conversations and caring holistically.’
The cost of removing barriers
And this, too, comes at a cost. The mobile unit teams operate without appointment times and time allocations. They recognise that their clients’ lifestyles are complicated, and they want to remove every possible barrier to accessing dental care.
Jill explains: ‘Few people know how to navigate the system and often only do so when they are in pain – and this applies to people who have more stable lifestyles.
‘For many of our clients, there are so many other barriers, too, such as a lack of a mobile phone or access to the internet, no fixed address to receive letters, no NHS number, no transport, or fear or mistrust of traditional healthcare services and we are often their only option.’
But the flexibility of their outreach work often delivers a plethora of good news stories that Jill happily recounts, such as the client who was enduring a hugely challenging time in his life but has now got to the stage where he can prioritise dental care to help improve his outcomes in settling into a more stable life.
Corporate philanthropy
‘What we do is hugely rewarding and can change lives, but we need more support. The vehicles are expensive to run and maintain, and dentistry is expensive to deliver. We tailor our approach to our vulnerable patients.
Our work is about breaking down barriers, and there is a cost implication.’
She adds: ‘The fundraising challenge is huge. We need to do a lot more, and we constantly get requests for help. We cannot keep up with demand, so it is a challenge and a situation that is not getting any easier.’
The programme relies on corporate philanthropy so the charity can achieve sustainable fundraising.
‘Our work has got to be sustainable to make a difference. We don’t do helicopter dentistry, we want to keep that engagement active. We feel a moral obligation to commit to under-served or vulnerable groups. Everything we do is based on relationship building and trust. But to be regular visitors to these communities, we need ongoing support.’
She says the charity is fortunate that there is no competition between the organisations that support it.
‘They all see the common good,’ she says. ‘People enter the profession to do good and help people achieve optimum health, so the crossover is easy for businesses within the industry. We have many different touch points and ways corporations can get involved.’
Oral-B’s recent partnership with the charity is a shining example of the impactful collaborations the charity enjoys.
Oral-B’s support
By donating 5% of sales through an exclusive dental professional coupon to Dentaid’s mobile dental unit programme, Oral-B has demonstrated a commitment to making a meaningful difference.
These specialised coupons, available through the company’s territory managers, complement the brand’s Test Drive programme, enabling patients to experience electric toothbrushes before purchase.
The results speak volumes. In nine months, the coupon initiative has raised over £85,000.
Jill says: ‘In terms of visibility, the Oral-B scheme has been excellent, and it helps to have a well-known brand behind us. The funds have been invaluable, and successful schemes like this help to connect us to the rest of the industry and underpin our outreach work in the UK.
‘Sometimes, we ask volunteers where they heard about us, and the messaging from Oral-B has helped to raise our profile.’
But strategic partnerships such as this aren’t just about numbers. They are about the real-world impact they can create. The collaboration ensures sustainable funding for Dentaid, empowering them to expand their operations across the UK to make a meaningful impact on societal wellbeing. Innovative schemes such as
Oral-B’s exemplify the power of corporations leveraging their resources to support crucial causes.
The spirit of giving
This true spirit of giving, which sees businesses embed philanthropy into their models, also cascades to become an integral part of a business’s team culture. Especially if they are encouraged to volunteer and witness the charity’s work first-hand.
On this topic, Jill emphasises the need for more engagement with dentists and dental nurses who might wish to volunteer on their mobile units. Consistent backing from dental companies will future-proof Dentaid the Dental Charity’s financial future, while volunteers will support its projects. Both will allow its much-needed long-term programme to flourish through 2024.
To fundraise for Dentaid the Dental Charity, email [email protected] or visit www.dentaid.org.
