World’s Biggest Coffee Morning

How does a legendary fundraiser face the challenge of COVID 19 head-on?


Macmillan needed to protect income from their flagship fundraising product–World’s Biggest Coffee Morning–in the face of COVID-19 crisis.

The success of WBCM over the last 30 years has been down to it being ‘easy to do’, accessible to everyone, and a brilliant way of bringing groups together; we were asked to find a way to uphold these core values in a socially distanced way.


We started by conducting qualitative interviews to understand the audience’s motivations and barriers during lockdown, whilst discovering the key concerns felt about hosting a coffee morning during a pandemic.

We then undertook a week-long virtual sprint with the Macmillan team, iterating ideas and testing them with a qualitative audience. We produced a suite of exciting new products for the coffee morning which engaged different audiences and could be carried out in a socially distanced or virtual way. This enabled Macmillan to successfully deliver WBCM on the 25th September 2020.