Fortune Forum, as an umbrella charity, does not implement its own charitable programmes but works as a profound enabler in helping charities scale up their work.

Since our founding in 2006 we have directly assisted over 50 charitable organisations by giving them opportunities to raise profile and funds from our network through participating in our events (see Participating Non-Profits page). This is however woefully inadequate to reach the billions of people who are being left behind battling poverty and stigma.

So in 2008, acting as a catalyst, FF Policy Advisor Sir James Mirrlees (M) and FF Founder Renu Mehta (M) devised a set of Government policy recommendations, the MM Proposals in their joint pursuit of dramatically increasing the volume of aid, optimizing its effectiveness and by applying appropriate accountability of these funds.

The MM Aid Model core ideas that have been taken up by the UK Department for International Development (DFID) include;

a) For Government to utilise its aid budget to match and therefore galvanise private sector overseas donations (from individuals, corporates and foundations.

b) To set up a ‘Private Sector’ office to optimise (and service) sizable donations, also for defined initiatives. Our other recommendations taken up include the setting up of an Independent Audit of Aid and a Global Innovation Fund. These concepts have been developed and adapted by DFID whereby the UK Government matches charity appeals through their formation of UK Aid Match.

DFID independently developed MM’s central ideas with its formation of UK Aid Match programme which has already raised over £200m and counting, impacting over 100m lives. Building on this, the aim is to work towards full UK implementation. (see MM Model Milestones page)

MM Model key policy recommendation successes

03 June 2010 UK DFID launch Independent audit of Aid
"We need a fundamental change of direction – we need to focus on results and outcomes, not just inputs. Aid spending decisions should be made on the basis of evidence, not guesswork. That is why we have taken the first steps towards creating a new independent aid watchdog." Andrew Mitchell who reviewed the MM Model said.

06 January 2011 UK DFID sets up a Private Sector Department
"In 2010, International Development Secretary Andrew Mitchell announced that DFID would establish a new department to step up its engagement with the private sector. The Private Sector Department is now open." The Head of this Department Gavin McGillivray, an official who reviewed the MM Model. Its remit will include Public-private Partnerships.

30 June 2011 UK DFID launch £42m pilot matching funding scheme
DFID will match, pound for pound, public donations to appeals for development activities focused on poverty reduction in developing countries. Retrak, Action Against Hunger, Islamic Relief, READ Foundation, WaterAid, Riders for Health, World Vision West Africa Appeal, UNICEF, Christian Aid, Trócaire, CAFOD, Sport Relief 2012, Sightsavers and Save the Children all benefited.

03 Jul 2012 UK DFID announce £50m GAVI matching fund through its Private Sector Department
"Under the initiative, DFID and the Bill & Melinda Gates Foundation have pledged about US$ 130 million combined (UK£ 50 million and US$ 50 million, respectively) to match contributions to GAVI from corporations, foundations and other organisations, as well as from their customers, members, employees and business partners."

03 September 2013 UK DFID launch new £120m phase of UK Aid Match
The new phase of UK Aid Match will seek to award up to £120 million in grants over 3 years. DFID will reserve at least £1 million per funding round to match fund appeals run by small organisations.

Our pivotal influence on the genesis of UK Aid Match has spawned more than £200m of funding for trusted charities which is on its way to impacting nearly 100 million lives across the globe.

We can see the impact that the DFID’s UK Aid Match scheme has directly made to the beneficiaries who were supported by the participating organisations that received the matched funding. Below is a breakdown of which NGOs received funding and the human impact this has made across the globe.

DFID's UK AID MATCH Implementation

Examples of Impact

Appeal: Born to Shine (2011) UK Government Aid Matching: £514,999

Born to shine was an entertainment programme on ITV in 2011 which featured celebrities being tutored by talented youngsters in a whole new skill, before being put to the test live on the born to shine stage.

Overall the programme raised £2.1 million for Save the Children with £514,999 coming directly from the UK Department for International Development (DFID) Aid Match scheme. The UK Aid Match funding directly supported Save the Children's health and hunger work in Niger and Liberia;

    • In Niger, it will specifically support 3500 mothers with malnourished children and help to support up to 20,000 wider   
      community members on health and nutrition,
    • In Liberia, the funds will help to support up to 91,135 women and children in the country in accessing healthcare.
    • Ex- International development secretary Andrew Mitchell MP "The British Government is matching pound for pound these public donations for projects in developing countries, so that Save the Children's lifesaving work can go twice as far."

Appeal: Christian Aid Week (2012) UK Government Aid Matching: £5,000,000

Christian Aid is a Christian organisation that insists the world can and must be swiftly changed to one where everyone can live a full life, free from poverty. We work globally for profound change that eradicates the causes of poverty, striving to achieve equality, dignity and freedom for all, regardless of faith or nationality. We are part of a wider movement for social justice.

We provide urgent, practical and effective assistance where need is great, tackling the effects of poverty as well as its root causes.

Christian Aid received £5,000,000 in funding from the DFID UK Aid Match scheme.This funding contributed directly to work with 29 local partners across eight different countries (Myanmar, Democratic Republic of Congo (DRC), Ghana, Sierra Leone, South Africa, Sudan, South Sudan and Zambia).This has helped to reach 349,728 beneficiaries in key areas of livelihoods and access to essential services (health, sanitation and education).

154,986 of these beneficiaries in (Myanmar, DRC, Ghana, Sierra Leone, South Sudan and Zambia) were directly supported through our livelihoods interventions in line with the Resilient Livelihoods framework.The Resilient Livelihoods framework is designed to help vulnerable communities and the organisations working with them to understand and man-age the range of risks they face – from immediate shocks such as floods or crop failure, to long-term trends such as climate change or social exclusion.It also aims to empower poor women and men to move beyond survival and make the most of opportunities to improve the way they make a living. We believe that combining resilience and livelihoods work will foster communities that are both thriving and sustainable.

194,742 beneficiaries in (Myanmar, DRC, Sierra Leone, South Africa, South Sudan and Zambia) were supported to access to essential health services such as; HIV prevention, treatment and care, gender-based violence psycho-social support and general increased access to education.

Appeal: City AM Christmas Appeal (2011) UK Government Aid Matching: £721,092

Opportunity International provides access to savings, small business loans, insurance and training to more than four million people working their way out of poverty in the developing world. Clients in over 20 countries use these financial services to start or expand a business, provide for their families, create jobs for their neighbours and build a safety net for the future.

In 2011 Opportunity International received £712,092 from the UK Aid Match Scheme. Opportunity International aims to provide financial services for up to 28,000 households and 15,000 farmers and small businesses in Malawi. Below is a snapshot of what has been achieved so far:

      • 3 new branches (in Limbuli, Blantyre & Nsanje)
      • 10,409 Entrepreneurs & 524 farmers have received loans and training.
      • 4,149 clients have opened savings accounts
      • 7,000 people are accessing phone banking services

Access to these branches, loans and savings accounts is enabling people in southern Malawi to work their way out of poverty. Thousands can now feed their family and send their children to school thanks to improved financial security from their growing businesses and increased incomes.

In 2012 Opportunity International also received UK government Aid Matching of £2,105,996 leading to overall donations of almost £4.4 million with private contributions.These finances will help to build upon the work Opportunity International is currently doing in Malawi extending it to projects in 5 other Sub-Saharan African countries; Ghana, Uganda, Tanzania, Mozambique & Rwanda. This will help to provide greater access to financial services and financial management training for farmers and small businesses, in particular services aimed at helping women, youth and the rural poor.

Appeal: Financial Times Christmas Appeal (2011) UK Government Aid Matching:£841,486

Sightsavers works to combat blindness in developing countries, restoring sight through specialist treatment and eye care. Sightsavers also supports people who are irreversibly blind by providing education, counselling and training. Helping the people who need it most- those living in poverty in some of the world's poorest countries.

The UK Aid Match scheme granted £841,486 to Sightsavers which aims to use the funds to improve eye health services, and support for visually impaired girls and boys to go to school. The funds will be used flexibly, for example for treatment of early stages of trachoma for 1.6 million children, or to screen more than 0.55 million children for refractive error and provide them with spectacles.

The impact of the UK Aid Match scheme can be seen in the results below:

     • Treatments Delivered through health interventions: UK Aid match contribution towards target: 37,968,441
     • Number of eye health cadres trained: UK Aid match contribution towards target: 5,920
     • Number of teachers trained to provide education for children with a visual impairment: UK Aid match contribution              towards target: 3,727
     • No. of disabled pupils enrolled in the education system in programmes supported by Sightsavers 19,215 (UK Aid match        contribution towards target

Appeal: Sport Relief UK Government Aid Matching: £10,500,000

Comic Relief is a major UK based charity which drives positive change through the power of entertainment. In 2012 Sports Relief received £10.5 million from the UK Aid Match scheme to help combat the growing problems in the slum areas of Freetown, Cape Town, Kampala, and Lusaka.Every day across Africa, thousands of people desperate to escape poverty in rural areas move to the city hoping to find a job, but without the means to pay city rents. Most are forced to live in already overcrowded slums without access to even basic services.

This money will help to people living in grinding poverty in urban slums across Africa by helping to provide clean water, toilets and basic health care. It will also make sure that kids get a better education and create real jobs so that families can finally work their way out of poverty. Slum dwellers will also get the legal rights they need to build or rent their own stable houses instead of living in fragile tin shacks.

Appeal: Lent Appeal (2012) UK Government Aid Matching: £9,189,714

CAFOD is the official Catholic aid agency for England and Wales. It works with partners across the world, wherever the need is greatest, to bring hope, compassion and solidarity to poor communities, standing side by side with them to end poverty and injustice. CAFOD works with more than 500 partners overseas, and with partners in the UK- all working to reduce poverty, working for a safe, sustainable and peaceful world.

CAFOD gained £9,189,714 in funding from the UK Aid Match scheme. £7.6m of this was used to improve access to potable water, sanitation and water re-source management. As a result 276,000 people gained improved access to water, 134,000 people received improved sanitation, 62,000 people received better water resource management and 226,582 people gained access to hygiene promotion activities. Some individuals benefited from increased access to two or all three of these WASH (water, Sanitation & Hygiene) elements.

£1.6 million of the UK Aid match scheme was used to improve governance of eight Sub-Saharan African countries (details to be developed).


Appeal: Lenten Campaign UK Government Aid Matching: £900,000

Trócaire is the official overseas development agency of the Catholic Church of Ireland.It works with some of the world's poorest people supporting communities and delivering long-term change to people's lives. In Ireland, it helps to raise awareness about the causes of poverty through our outreach programmes in the education sector, through parish networks, and through its public campaigns and advocacy work.

The 2012 Lenten campaign received £900,000 from UK Aid Match, which was used to promote sustainable livelihoods and land rights promotion in northern Uganda, directly benefiting 48,000 people. An estimated 140,000 people will benefit indirectly from information on land rights and training on food security 70,000 attributable to match funding.



Appeal: Soccer Aid UK Government Aid Matching: £2,300,000

Soccer Aid started in 2006 as a brainwave of UNICEF UK ambassador Robbie Williams. Every two years two teams of celebrities and football legends from England and the Rest of the World play a match to raise funds for UNICEF and change the lives of children around the world.

In 2012 a severe drought hit the semi-arid Sahel region of West and Central Africa, producing wide-spread crop failure, loss of livestock, and soaring food prices. One million children were at risk of severe malnutrition.

UNICEF UK received £2,300,000 in UK Aid Matching for their 2012 soccer aid appeal. The money raised by soccer aid 2012 provided food, vaccines, and other critical supplies for children. It also assisted in building community resilience to disasters including those areas affected by the emergency in Sahel. Overall this lead to improved health and nutrition for children in the Sahel region of Africa leading to reduced child mortality rates.

By the end of 2012, UNICEF and partners had provided life-saving treatment for 850,000 severely malnourished children in the Sahel region.UNICEF helped to increase the number of health facilities providing nutrition services from 3,100 to nearly 5,000. In addition, 1.9 million children were vaccinated against measles and 7.3 million families received mosquito nets to prevent malaria.


Appeal: The Big Dig UK Government Aid Matching: £1,204,360

The Big Dig project undertaken by WaterAid has brought clean, safe water, sanitation and hygiene intervention to 134,000 people in rural Malawi. The UK Aid Match scheme raised £1,204,360 for WaterAid, along with private contributions, helping to successfully build 34 new boreholes, 43 shallow wells, 20,500 latrines in homes and schools as well as helping to train 2,160 hygiene educators in the two villages of Bokoal and Kaniche.


Appeal: West Africa Appeal UK Government Aid Matching: £367,458

World Vision works with children, families and communities to overcome poverty and injustice. By 2015 the objective is to transform the lives of eight million children worldwide with the help of 500,000 supporters in the UK. World Vision received £367,458 in funding from the UK Aid Match scheme. This funding along with other World Vision donations aims to support people affected by the 2012 Sahel Food Crisis in Niger, Mali and Senegal. It will help to provide food aid and build community resilience to future food insecurity for 29,000 people affected by the crisis.

Appeal: Two Wheel Appeal UK Government Aid Matching: £317, 385

Riders for Health is an international social enterprise. They manage and maintain vehicles for health-focused partners in sub-Saharan Africa. Having expertise in transport management enables health workers to deliver vital health care to rural communities on a reliable and cost-effective basis.

The Riders for Health programme enables health workers to not only see nearly 6 times more people, but it also enables them to double the amount of time they spend in each community. The programme received £317,385 UK Aid Match funding which aided the training of 84 health workers to ride and maintain motorbikes, enabling them to deliver health services across 7 different Sub-Saharan African countries; Kenya, Lesotho, Malawi, Nigeria, The Gambia, Zambia & Zimbabwe. This is expected to increase access to healthcare for over 650,000 people; developing strong relationships between individuals and their health service providers.

Appeal: Ramadan appeal 2012 UK Government Aid Matching: £5,000,000

Islamic Relief strives to alleviate suffering, hunger, illiteracy and diseases world-wide without regard to colour, race or creed and to provide aid in a compassionate and dignified manner. Islamic Relief received UK Aid Match funding of £5 million; along with private donations, funds from Ramadan appeal 2012 went to sup-port a wide range of projects around the world, with a particular emphasis on strengthening communities to resist the impact of climate change. In addition funds were directed to help to improve food security through livelihoods, water and sanitation, with specific focus placed on Niger, Bangladesh, Kenya, Yemen and Pakistan.



Appeal: Adopt a School UK Government Aid Matching: £281,177

READ (Rural Education and Development) Foundation aims to implement educational and welfare projects and has the largest non-governmental network of schools in Pakistan and Kashmir with 78,000 children en-rolled into schools. 70% of these children are at primary level and there are also 8000 orphans in primary education that would never have had the chance to go to school without this support.

The 'School Enhancement Programme' or SEP is one of our core projects and ensures schools are upgraded and maintained to a certain level in order to provide children and staff a good learning environment.

The Adopt a school programme received £281,177 in UK Aid Match funding; combined with private contributions READ was able to improve school facilities, equipment and sanitation in the Kashmir region of Pakistan and provide training for teachers and other school staff.

The funds have directly benefited 10,792 children, of which 4,618 are girls and 6,175 are boys. It also led to the successful creation of 27 teaching vacancies 12 of which are male and 15 female.

Below is a list of other successes of the READ Adopt a School programme (helped by the UK Aid Match Scheme):

        • 36 schools with new classroom furniture
        • 31 science labs
        • 29 computer labs
        • 22 libraries
        • 36 schools with new teaching aids
        • 18 schools with drinking water
        • 78 schools with toilets and washing facilities

Appeal: Progressive Media Group Appeal (2012) UK Government Aid Matching: £621,893

Promoting Equality in African Schools (PEAS) is a UK based charity that aims to unlock the potential of Africa by delivering equal access to affordable, quality secondary school education. PEAS help to develop secondary schools which con-tribute to long-term societal change, poverty reduction and the empowerment of young people in Zambia and Uganda.

The Progressive Media Group appeal in 2012 received £621,893 from the UK Aid Match Scheme. This funding will increase access to relevant, quality secondary education to children from poor communities in Uganda. Specifically the match funding will provide over 22,000 new places in an additional 32 schools in Uganda over the next three years.

Match funding has also directly contributed to various other successes;

      •The number of children enrolled in improved quality PEAS secondary schools up 16,060 with UK Aid Match.
      •The number of teachers trained in new teaching and learning methodologies up 614 with UK Aid Match.
      •The number of students engaging in vocational learning through PEAS IGA (income generating activities)scheme up        17,645 with UK Aid Match


Appeal: Zero Appeal 2012 UK Government Aid Matching: £187,716

Retrak works to transform highly vulnerable children's lives; preserve families; empower communities and give each of them a voice. Enabling street children to move from a life of vulnerability, exclusion and poverty living on the streets to a life within a positive family or community where all household members are healthy, emotionally well, safe, educated and trained and economically dependent. Retrak currently works in four countries; Uganda, Ethiopia, Kenya and Tanzania.

Through the UK Aid Match programme Retrak's ZERO Appeal received £187,716. This additional funding will help to provide individual support to over 2,800 street children and their families in; Uganda, Kenya and Ethiopia. This includes helping children to return to their families or to support themselves away from the streets.

Appeal: Love Food Give Food UK Government Aid Matching: £805,623

ACF International (Action Against Hunger) is an international humanitarian organisation committed to ending child hunger. Recognised as a leader in the fight against malnutrition, Action Against Hunger saves the lives of malnourished children while providing communities with access to safe water and sustainable solutions to hunger. The Love Food Give Food campaign united food lovers across the UK into taking action against hunger. Restaurants, food producers, bloggers or simply those that love to cook, can take a small action and make a big difference.

The Love Food Give Food campaign received £805,623 from UK Aid Match. This has led to improved access to food and nutrition for 100,000 people in Niger, Burkina Faso and Liberia. The campaign aims to benefit 40,000 severely malnourished children under 5, 48,000 children whose mothers or carers will receive training in good nutritional practices, and 12,000 vulnerable family members with children under 2 years old.


Appeal: Action Aid (2012) UK Government Aid Matching: £1,361,150

Action Aid is a global movement of people working together to further human rights and defeat poverty, for all. Action Aid aims to make change happen by organising people at the community level as well as tackling the root causes of poverty injustices by tackling the international and national structures and systems that continue to reinforce extreme poverty.

Action aid works with 13 million of the poorest people in over 40 countries, giving them the power and resources they need to change their own lives for the good.

Action Aid's 2012 Ready for Anything appeal received UK Aid Matching of £1,361,150; the money raised will go towards disaster preparedness programmes across countries including Malawi, Burma, Afghanistan and Nepal, working with communities to reduce risks to their livelihoods and improve food security.



Appeal: UNICEF Syria Children's Appeal. UK Government Aid Matching: £4,200,000

The UK government has matched all public donations pound for pound to the UNICEF Halloween ball 2013; the event raised an incredible £1m. The UK government has pledged to match pound for pound donations to UNICEF's Syria appeal over the next three months, this has helped the campaign raise over £6.4m for the children of Syria. UNICEF is one of the first charities to receive funding from the second round of the match funding initiative.

UNICEF has been working around the clock in Syria and the surrounding countries to provide children with clean water, food and medical care. To date it has given more than 10 million people access to safe water and provided psychological support for nearly 470,000 children.

Appeal: Spirit of Opportunity. UK Government Aid Matching: £2,500,000


In November 2013, in partnership with Clear Channel, an innovative outdoor advertising agency, Prudential and the UK government, Opportunity International launched their Spirit of Opportunity appeal.

With the UK government's pound for pound matching, over £4.5 million has been raised to help improve the lives of the poorest people of the Democratic Republic of Congo. Opportunity International will create jobs, provide financial services and help get small businesses off the ground in the DRC.


Latest Update

Appeal: DEC Philippines Typhoon UK Government Aid Matching: £5,000,000

The UK government has pledged to match pound for pound the first £5 million donated by members of the public to the DEC Philippines Appeal. The DEC (Disaster Emergency Committee) brings 14 leading UK aid charities together to respond to crises around the world. The current members to the DEC are; ActionAid, Age International, British Red Cross, CAFOD, Care International, Christian Aid, Concern Worldwide, Islamic Relief, Merlin, Oxfam, Plan UK, Save the Children, Tearfund and World Vision; all collectively raising money to reach those in need quickly.

Typhoon Haiyan was the largest tropical storm to ever make landfall anywhere in the world, at 300 miles across. Around 4.3 million people have been affected by the storm, leaving more than 600,000 people displaced from their homes with an estimated 10,000 dead. The £5 million match fund will help to provide emergency shelter, clean water and food.

Appeal: Practical Action 'Safer Cities'

Practical Action is an international NGO that uses technology to challenge poverty in developing countries. Through technology we enable poor communities to build on their skills and knowledge to produce sustainable and practical solutions – transforming their lives forever and protecting the world around them.

Urban poverty is a growing problem and women and children suffer the most.

Every day, children are born into urban poverty, with no access to basic services such as safe clean water, safe toilets, or opportunities to access education to break the cycle of poverty.

The UK government is supporting Practical Action's 'Safer Cities' appeal to do more work improving the lives of slum dwelling communities. The UK government will match your donation pound for pound and help us to reach more vulnerable families living in cities in Nepal and Bangladesh. The campaign aims to raise £200,000 by 31 December 2013.

Impact – DFID Private Sector Department GAVI Matching Fund: £50,000,000

Appeal: The GAVI Matching Fund UK Government Aid Matching: £50,000,000

The GAVI Alliance supports developing countries to make important progress in introducing life-saving vaccines. By working with a wide range of partners such as- WHO, UNICEF, the World Bank, The Bill Gates & Melinda Gates Foundation, donor governments, developing countries, international development and finance organisations and the pharmaceutical companies GAVI works to reduce dramatically the amount of children without access to basic vaccines.

The GAVI Matching Fund is a major private sector programme designed to raise US$ 260 million for immunisation by the end of 2015.

Under the initiative, the UK Department for International Development (DFID) and the Bill & Melinda Gates Foundation have pledged about US$ 130 million combined (UK£ 50 million and US$ 50 million, respectively) to match contributions from corporations, foundations, their customers, members, employees and business partners.

This will allow GAVI to deliver more life-saving vaccines to the lowest income countries. Healthy children lead to healthy communities and healthy societies.

DFID's pledge of £50m to the GAVI via the matching fund has directly benefited over 15 million children with life-saving vaccinations.

Fortune Forum Advocacy and Awareness Achievements

Well publicised charity brands that are communicated effectively with high profile media coverage are best able to generate giving habits. Continual brand awareness therefore strengthens a charity’s ability to fundraise in order to support their ongoing and vital work. Fortune Forum has benefited from the reach and impact that celebrity activists' participation has brought to extend the advocacy to multiply awareness at the global and political level. This has also stressed urgency to policy makers and our members thus keeping these global issues high on the development agenda. 

Summit 2009

Media Coverage Analysis for around the Third Fortune Forum Event 3rd March 2009 - Opportunity to See

Outlet Audience Website Total AVE £
Independent 500k   500k 1m 9k
Guardian 900k   1m 1.9m 11k
Sunday Times 3.0m   2m 5m 60k
Evening Standard 400k   100k 0.5m 5k
BBC WS 163m   163m 500k  
BBC On-line 131m   131m 20k  
Hello! 1m   200k 1.2m 18k
Vogue 500k   500k 1m 21k
ITV Documentary 2m   1m 3m 1m
BBC Radio 4 11m   7m 18m 20k
Channel 4 News 3m   1m 4m 50k
Bloomberg TV 245m   25m 270m 1m
Mail online     2m 2m 10k
You Magazine 2m   2m 4m 20k
Washington Post 0.5m   21.5 22m 30k
AOL News     25m 25m 10k
Wall Street Journal 1.6m   0.5m 2.1m 10k
Japan Times 100k   250k 350k 5k
Los Angeles Times 0.8m   0.5m 1.3m 10k
Yahoo News     30m 30m 10k
ABC News 3.4m   1m 4.4m 50k
Times of India 7.5   2.2m 9.7m 15k
Financial News 20k     20k 5k
UK audience reach     61.6m    
Global audience reach     700.45m £1.9m  

Summit 2007

The second Fortune Forum event was supremely successful in terms of raising awareness for the supported charity causes. The coverage generated by the event reached a global audience just short of one and a half billion or a quarter of the World’s population. Coverage that would have cost in excess of sixty million pounds well beyond the annual combined advertising budgets of the charities.  A room filled with the movers and shakers of UK philanthropy were comprehensively briefed on the charitable causes sowing the seeds for future partnership whilst their presence helped fuel global media activity only surpassed by Band Aid and Live Aid in terms of charitable events. The Fortune Forum also represents the only major charitable event where so many major charities work together outside of disaster and emergency relief when the aid agencies group together under the Disasters and Emergency Committee umbrella for collective fundraising.

The unofficial expected coverage for the event was a staggering 1 billion people a sizeable increase on 2006, the end result was a gratifying fifty percent higher, firmly establishing the Fortune Forum as a global brand for campaigning and awareness raising. The Fortune Forum can now in the future build on this established brand status to act as a force for change moving on from awareness raising to creating a real movement for change and good that world leaders will have to listen to. Fortune Forum is now probably the leading name in combining the clout of the rich, the allure of the celebrity and the power of the media to generate a brighter tomorrow.

This pioneering platform has supported life-giving projects through the work of our charity partners; British Red Cross, Cancer Research UK, WaterAid, African Renaissance, Alliance for the New Humanity and International Clean Energy (ICE) Circle.

Media Coverage Analysis for the Second Fortune Forum Event 30th November 2007 - Opportunity to See
Audience                         Website                     Xtra                   Total                     AVE
Independent                    500k                           500k                   1m                        9k
Guardian                          900k                           1m                      1.9m                     11k
Scotsman                        250k                            500k                   0.75m                  5k
Sky News                        120m                          120m                  120m                   1m
Telegraph                       1.6m                            1m                       2.6m                    46k
Sunday Times                3.0m                            2m                      5m                        60k
Sunday Mail                    5.0m                            1m                      6m                        39k
Sunday Mail                    5.0m                            1m                      6m                        39k
Evening Standard          400k                            100k                   0.5m                     5k
BBC WS                          163m                                                      163m                    500k
BBC WS                          163m                                                      163m                    500k
BBC World TV                130m                                                      130m                    1m
BBC World TV                130m                                                      130m                    1m
Nipon TV                         3.3m                                                        3.3m                     1m
Cork Radio                     0.5m                                                        0.5m                     5k
BBC On-line                   131m                                                      131m                    20k
Sunday Times Review  3.0m                            2m                     5m                        60k
Regional UK papers     600k                            400k                  1m                         15k
Hello!                               1m                                200k                  1.2m                      18k
Daily Star                         1.5m                            100k                  1.6m                      21k
Kerrang!                           150k                            200k                  0.35m                    5k
Vogue                               500k                            500k                  1m                          21k
Channel 4 web                                                    1m                     1m                          10k
IHT web                                                                 5m                     5m                          10k
Guardian                         900k                             1m                     1.9m                       11k
La Stampa                      0.5m                             0.5m                 1m                          5k
USA Today                      2.2m                             3m                     5.2m                      1k
CNN Doc                         200m                                                      200m                      2m
CNN                                 200m                                                      200m                      2m
Esquire                           100k                              50k                    150k                       8k
Le Point                           800k                             700k                  1.5m                       10k
ITV Documentary           2m                                1m                      3m                         1m

UK audience reach                                                                         64m
Global audience reach                                                                  1443.8m                £10.5m

Combined AVE for all the charities to have purchased equivalent advertising is £63 million, more than Comic Relief and Children in Need combined indeed more than any event other than Live 8 or LiveAid.

Summit 2006

Fortune Forum is delighted to announce the summary report on the allocation of funds, the subsequent progress updates and its significant achievements, to ensure a lean and transparent organisation. We will commence reporting from the second Fortune Forum Summit and then the Inaugural Summit, held on Tuesday 26th September 2006, with an in-depth look at how the funded project lots will begin and continue to make a difference, as below:

The first Fortune Form event on 26th September 2006 achieved massive global media coverage for the participating charities and the causes they espouse. Coverage in print and broadcast form had the opportunity to be seen by over 300 million people globally, more than the combined population of the UK, France, Germany and Spain.

The advertising value equivalent of this coverage runs to over £4 million; well in excess of the annual advertising spend of any of the participating charities. The Fortune Forum was able to generate this priceless high level of consciousness raising in the public and specifically amongst the influentials at no cost to the charities benefiting, an effective donation of over £4 million to each participating charity

A complimentary copy of “The Fortune Forum Code”, a book extolling the basic needs of humanity, and how to achieve them, was distributed to over 500 of the most influential members of UK society at the event. The same group of influentials were exposed to the individual work and achievements of the participating charities during the event.

The participating charities were all also able to showcase their work and network with some of the leading media moguls in the UK and beyond who were present on the night. This networking opportunity has assisted the charities in achieving further media success via these contacts.

Carrying stories relating to the Fortune Forum and the attendant celebrities such as Bill Clinton have also generated increased traffic to participating charity websites as they are flagged up as a place to go for information on particular celebrities. This increased web traffic will have also promoted increased web donations as well as brand awareness.

        Awareness of the Fortune Forum event and the charities involved reached  
        the attention of ministers and high ranking civil servants in the UK
        Parliament and beyond with comments being fed back to this effect to
        several participating charities.

        The Fortune Forum combined advertising equivalent cost and profile   
        generated for each charity equalling that from the event was a staggering 
        £20 million pounds, a massive boost for the life giving projects that the
        Fortune Forum supports.

Fortune Forum Quantifiable Project Achievements 2006


As part of the world’s leading crisis response organisation, the British Red Cross is an important part of emergency service plans throughout the UK. It works in partnership with local authorities, police, ambulance and rescue services and it is a responsibility of the Red Cross to supplement the work of these services in an emergency. In the event of a catastrophic incident many patients at local hospitals are discharged early to release beds for those seriously injured in the incident. Red Cross ambulances carry people home allowing the ambulance service’s capacity to be wholly taken up bringing the victims of the catastrophe to hospital. They also work alongside the Ambulance Services at peak times when they have insufficient capacity.

In addition to supporting the emergency services, Red Cross ambulances
and crews are used at many events, such as football matches, concerts and
equestrian events, across the country providing first aid cover.

Red Cross ambulances attended over 60 major incidents during 2005, including the London bombings and the Buncefield Oil depot fire, and provided first aid support at numerous events. All Red Cross ambulances are crewed
by volunteers who undertake training accredited by the IHCD, the same body
which provides NHS Ambulance Service training.

Just how important the role of the Red Cross in supporting the emergency services is can be demonstrated by the Red Cross response to the London
bombings of July 2005. When four bombs exploded in central London during
the morning rush hour ten Red Cross ambulances rushed to the sites of the
blasts following a request from the London Ambulance Service. A further 15
ambulances were deployed throughout the day, coming from as far outside
London as Swindon.

The two new specialist ambulances, fully equipped with the latest first aid and life
saving equipment, so generously provided by Fortune Forum members, will
enable the British Red Cross to continue to fulfil its role in supporting the emergency services and local communities, both on a day to day basis and when faced with a large scale incident anywhere in the UK.

The British Red Cross must ensure it is prepared for the unexpected and
be able to respond to people’s needs in the event of any future emergencies.
The ambulances donated by Fortune Forum make a real tangible difference
to people in communities throughout the UK.




At the inaugural Fortune Forum Summit in London, six generous patrons purchased “Trees for Life” prizes. Each prize will fund the planting of 10,000 trees back into a threatened forest environment in sub-Saharan Africa.

Without sustainable farming techniques, soil degradation forces people to practice shifting agriculture and continued deforestation. The forest established with the money raised by the charity auction for Trees for Life will be used to assist a Miombo forest community in central Mozambique to build sustainable livelihoods.

Land-use change is at the heart of what is happening in this area - agroforestry, forest rehabilitation and the sustainable utilisation of timber and non-timber forest products. African Renaissance will be supporting an ongoing initiative that addresses food security issues, introduces cash crops and manages environmental degradation.

400 families in the Nhambita traditional community have embraced a programme to transform the way they use their natural resources. This programme involves a move away from shifting or “slash and burn” agriculture on 500 plots or clearings with subsistence crops planted on rapidly degrading soils to cash and high value food crops. Central to changing land use is tree planting and this typically means an additional average income of over $140 per hectare to the farmer from the sale of Voluntary Emissions Reductions (VER’s) carbon offsets (previous average annual income was $40 – 80 per annum) and an additional $35 paid into the community fund for the planting and care of trees on their land. Community members earning income and direct benefits from the project have surplus time for other income generating activities for the first time.

The 60 000 trees that these generous donations will fund will be carefully chosen to bring maximum benefit back to this forest community. To maximise the long term impact of this initiative, the focus will be on planting orchards that will become the seed banks and source of invaluable grafting material for the future transformation of this landscape and the community who live here. By grafting improved cultivar top-stock onto low value local trees, this programme adds value
to existing trees transforming them into valuable producers of fruit and nuts and reduces deforestation. Buying in the improved cultivars is expensive and beyond the means of most Mozambique farmers – producing them locally will make a difference.

                                                              Implementation programme for Trees for Life

    1.  African Renaissance will hold a series of meetings with the Nhambita
    Community Council to identify the sites for the planting and plan the programme of
    planting. The Council represents the 6000 residents of the Nhambita Traditional
    Authority in the buffer zone of the Gorongosa National Park in central Mozambique.

    2. We will immediately commence with a seed collection programme for
    indigenous species, the germination of root stock and acquisition of grafting
    material for fruit trees.
    3. Community nurseries will germinate and prepare all of the trees for the planting
    we envisage that the six sponsored tree planting projects to involve the production
    of close to 65 0000 trees.  

    4. The planting will include a mixture of:

    (a) the planting of special orchards for the supply of seed and grafting material for
    agroforestry planting such as fruit and nut orchards, wood fuel, timber, fodder,
    traditional medicines and nitrogen fixing species; and

                                                            (b) reforestation planting which will involve either the re-establishment of Miombo
                                                            forest destroyed by unsustainable agriculture or charcoal production, and the
                                                            replanting of specific high value species “high-graded” by illegal logging.
    5. These special orchards will provide the community with a valuable long term
    resource to produce seed and grafting material for the production of trees for the
    commercial market. The orchards will provide “scions” for grafting on to local,
    hardy rootstock to improve cultivars and give farmers the opportunity to produce
    marketable produce.

    The benefits of grafting: Grafting fruit trees enables the cloning of the commercial
    qualities of a particular fruit variety on another local hardy tree – this has great
    advantages over seed germination as the quality of the fruit from trees grown from
    seed can be highly variable. Grafted trees come into production much earlier than
    trees grown from seeds - they usually bear fruit within 2-3 years while using
    traditional methods trees grown from seed would only crop after 5-10 years.

    How do we do this?  Community nurseries produce large quantities of seedlings in
    plastic bags and trained workers graft them with commercial varieties. These
    seedlings are then distributed to farmers for planting in their plots and around their
    homesteads. Top-grafting is used to transform existing low-quality fruit trees, by
    pruning them and then grafting them with commercial varieties grown in the
                                                            special nurseries.

                                                            The income generated from the sale of these improved trees provides a long term
    income into the community trust fund and enhances sustainability as a big market
    for improved cultivars exists within Mozambique. 

    6. All of this activity will generate employment and income for the local community
    during implementation phase and the successful forests/orchards will generate
    long term income for the community.

    7. The produce from the orchards provide a valuable source of food for the

    8. The planting of nitrogen fixing trees interspersed with food crops addresses the
    degradation of soil fertility typical of shifting agriculture, reduces the time required
    to keep a field in fallow and increases yields.



WaterAid were extremely grateful in our silver jubilee year to be involved with the inaugural Fortune Forum event, where generous bidders bought five water and sanitation lots. WaterAid is the UK’s only major charity dedicated to the provision of safe domestic water, sanitation and hygiene education to the world’s poorest people. Each lot represented the cost of delivering a sustainable supply of clean water, sanitation and hygiene education to a thousand people (including office overheads) in one of the 17 countries where we work.


In Nepal there are four million people without access to clean water and 18 million lacking effective sanitation, globally the figures are 1.1 billion for water and 2.6 billion for sanitation. Now thanks to the compassion and contribution of Fortune Forum attendees those figures have been reduced by 5,000. WaterAid has now provided water sanitation and hygiene education to over 3% of the rural Nepalese population. An injection of new money at this time was also very important for Nepal as recent political developments have led to an end to the conflict that had hampered development work in previous years.                   

        Imagine living with contaminated water and having to 
        use the streets as a toilet. This is the reality for four
        million people living without clean water and 18 million
        living without effective sanitation in Nepal. WaterAid’s
        work is delivered through local partners, engaging the
        community in designing solutions and supporting them
        to build and maintain their water and sanitation
        systems themselves. Our approach ensures that
        projects are sustainable.

        This is just one of 17 countries where WaterAid could
        put your money to work. Every lot sold is enough to
        give clean water and toilets to 1,000 people – helping
        them to escape a life of poverty and disease.

        The Fortune Forum has made an important                
        contribution to the continued growth of WaterAid;
        through generating considerable funds to benefit
        water and sanitation projects around the world,
        invaluable global publicity for world water needs and
        instilling goodwill in those attending.