Two of our partner charities shared how they use Dedication Pages - Young Lives vs Cancer to deliver their colleague appreciation initiatives, and Primrose Hospice as part of their Christmas in-memory appeal. These two case studies show how Dedication Pages can give colleagues and supporters a place to share messages, photos and stories in a simple, accessible way.
At Young Lives vs Cancer, feeling a strong connection with colleagues is an important part of the culture. With more than 400 people working in roles ranging from frontline social work to fundraising, finance, digital and corporate services, the charity relies heavily on digital channels to help colleagues feel connected to one another and to the organisation’s mission.
The small internal communications team focuses on designing experiences rather than just broadcasting information. They look for simple ways to create an emotional connection without adding to digital fatigue, and MuchLoved Dedication Pages have become central to their regular activities.
One of Young Lives vs Cancer’s most popular initiatives is its annual ‘Internet Secret Santa’, where colleagues anonymously leave messages of appreciation for one another. With no nomination forms or manager approvals required, the process is simple and heartfelt. In 2025, the campaign generated more than 270 dedications, celebrating colleagues across teams and functions, often between people who had never met in person.
The charity also uses a Dedication Page to celebrate World Social Work Day each year, giving colleagues the opportunity to recognise and thank frontline social workers. More than 46 dedications were shared, highlighting the charity’s appreciation for colleagues who support families through childhood cancer.
Hannah Beattie, Head of Internal Engagement and Communication, says, “What we really love about using MuchLoved Dedication Pages is that they create those emotionally sticky moments. The kind that genuinely shape how people feel about where they work.
We are a very small comms team, and this is one of those products that has high impact for low effort. Once a campaign is set up, it really does run itself. The pages are so simple and straightforward, and people really engage very well with them. It's a great tool to support our internal comms calendar and we love it”.
For nearly three decades, Primrose Hospice has run its ‘Lights of Love' Christmas campaign, inviting supporters to dedicate the name of a loved one in exchange for a donation. The dedications are displayed around Christmas trees in Redditch and Bromsgrove, creating a wonderful tribute that has become a cherished local tradition.
As part of the evolution of the campaign, a MuchLoved Dedication Page now provides a digital alternative to the traditional ‘Lights of Love’ messages. The campaign enables supporters to leave longer messages and include a photo, helping to extend the campaign’s reach beyond the Christmas Tree displays.
The campaign is promoted through direct mail, sponsorship, social media and digital advertising. Primrose Hospice also used a bespoke banner graphic which could be incorporated into printed materials and social media campaigns to help drive engagement.
The move towards digital brings other operational benefits. Manually transferring hundreds of names onto boards is very time-consuming. Last year, donations made directly through the MuchLoved page equaled cheque donations for the first time, reducing administration costs and improving data capture for Gift Aid and marketing preferences.
While the Christmas trees remain at the heart of the campaign, Primrose Hospice believes MuchLoved will play a vital role in helping ‘Lights of Love’ transition to a more digital future.
Your checklist to ensure the success of each campaign
Whether used for fundraising, remembrance or recognition, Dedication Pages are easy to set up and integrate into a wider campaign. They can help charities create meaningful connections and wider engagement with supporters, colleagues and communities.
Follow these tips to ensure the success of your campaign:
For more information and ideas, check out this article.
