EdenTree: Motivating Swimming for a Great Cause

About EdenTree

EdenTree Investment Management are pioneers in responsible and sustainable investing, managing over £3.7bn of assets under management. They are part of the Benefact Group – a charity owned group of companies that donate a large portion of profits to charities and good causes.

Why Strava

As the third largest private donor to charity in the UK, charitable giving is an important activity for EdenTree. They came across the remarkable Alice Dearing, an Olympic athlete and the co-founder of the Black Swimming Association, which seeks to increase diversity in swimming and aquatic sports. Recent research shows that up to 95% of black adults and 80% of black children in England do not swim.

The Black Swimming Association (BSA) is seeking to change that. EdenTree hoped to play their part in this mission, by offering a £20,000 donation to the charity as part of a Strava Challenge to raise awareness of the organization and get people moving to help the cause.

Impact

The challenge was seen as highly successful, with the participation and completion numbers far in advance of what was expected, resulting in a doubling of the initial donation target to £40,000. EdenTree were delighted to help the BSA, as well as grow their awareness with Strava’s UK audience.