Reaching this transformational fundraising target follows a two-year partnership
The partnership was between the national retailer and The Brain Tumour Charity, uniting colleagues, customers, and suppliers across the UK in support of a cause affecting thousands each year.
Launched in April 2023, it aimed to fund research and help improve survival rates for those affected by brain tumours. By April 2024, Wickes had already raised £1 million, with standout fundraising weeks in December 2024 and March 2025 bringing in £118,927 and £94,497 respectively, with 100% store engagement.
Wickes colleagues across 228 stores, the Support Centre, and the Distribution Centre rallied together through events, personal challenges, and customer 50p asks in their stores.
Recognising the potential of a collaboration with Wickes, community members proactively leveraged their networks within the company.
By sharing personal stories and highlighting the impact of The Brain Tumour Charity’s work, they provided a compelling narrative that resonated deeply with Wickes employees and decision-makers. These first-hand accounts were pivotal in demonstrating the charity’s value and fostering a connection that transcended traditional charity partnerships.
In addition to sharing stories, the community played a crucial role in amplifying The Charity’s key messages. Through social media campaigns, personal testimonials, and direct engagement with Wickes’ staff at presentations and events, they helped raise awareness about the urgent need for research into brain tumours and the charity’s support services.
Bolstered by the partnership, in 2023-24, The Brain Tumour Charity’s Support Team helped:
- 12,189 individuals across 15,187 interactions – that’s 33% more than the previous year
- Their support line helped 3,129 people – 7% more than the previous year
- 3,916 families at diagnosis with their information packs – a 69% increase year-on-year
- 425 people started their counselling with The Charity – a 61% increase on the previous year
- 1.1 million active users of support through their websites
The £2million raised through the Wickes partnership has also enabled The Brain Tumour Charity to invest in research projects, including early-stage diagnostics using biomarkers in tear drops, and to work towards its bold goal of investing £50million into research by 2030.
David Wood, CEO at Wickes, said:
“At Wickes, we’ve been delighted to partner with The Brain Tumour Charity over the past two years and are tremendously proud of the fantastic efforts of all our colleagues and customers to raise funds to support the life-changing work of this incredible charity.
“We wish them every success in their future work to make a meaningful difference to people’s lives and help find a cure for brain tumours.”
Tanya Tozer, Store Manager at Wickes Worksop, said:
“Prior to our partnership, very little was understood about just how many people are affected and how minimal funding is. Knowing that research into brain tumours represents just 3% of national spend on cancer, with 34 people being told every day they have a brain tumour, has been the motivation for all stores to truly help the charity both with fundraising and by helping educate and engage our colleagues, customers, friends and family.
“I’ve spoken to many colleagues throughout my role as Regional Charity Champion, and the engagement is second to none. It is truly inspiring seeing what our full Wickes team has achieved and the buzz around key event dates has been mind-blowing!”
Dr Michele Afif, CEO at The Brain Tumour Charity, said:
“This is a hugely inspiring moment for The Brain Tumour Charity. As we reach the two-year anniversary of our partnership with Wickes, we celebrate the incredible effort of the whole Wickes team in raising this phenomenal sum. Our partnership was nothing short of transformational, allowing us to invest in our new Future Leaders fund, more translational research and boost our vital support services.”
“Wickes has significantly helped us to reach more people affected by a brain tumour diagnosis and support them to live longer and better lives. Our heartfelt thanks and gratitude to everyone who continues to support this partnership. In the past two years, Wickes has been a tangible part of growing our support services by a third, our campaign for a national brain tumour strategy and breakthroughs in paediatric brain tumour treatment.
“This support will enable The Brain Tumour Charity to further its work in research and increase the number of people in the community it can support.”
