The Lord Mayor's Appeal

What The Lord Mayor's Appeal does

The Lord Mayor's Appeal is a UK-registered charity (No. 1148976) and company limited by guarantee (No. 08140664), founded in 2012 and headquartered at The Mansion House in the City of London. Operating under the patronage of the Lord Mayor of London (currently Dame Susan Langley, the first Lady Mayor), the organisation functions as the official civic philanthropy vehicle of the Lord Mayor's office. It runs four interconnected programmes: City Giving (a year-round corporate volunteering and philanthropy platform anchored by the annual City Giving Day in September), This is Me (a workplace mental health awareness initiative including the Green Ribbon campaign), Power of Inclusion (a social mobility programme for inclusive hiring and progression), and We Can Be (a career-insight initiative for young women aged 12-25). Delivery is executed through strategic charity partners including Homewards (Prince William's homelessness programme), West Ham United Foundation, and the Combined Cadet Force Association.

The Appeal's business model combines four revenue streams: recurring corporate partnership fees from a roster of 15+ named City institutions (Aon, Bloomberg, Barclays, PwC, EY, Linklaters, Standard Chartered, Fidelity International, London Stock Exchange Group Foundation, among others); ticketed event fundraising (Sheriffs' Ball at £275/person, Tour de City at £50/team, Treasure Hunt, Quiz Night, The Long Long Lunch, Lloyd's Abseil Challenge); individual donations via text-to-donate and direct giving; and shared fundraising through charity partner programmes. Since 2012, the organisation has partnered with over 2,500 businesses and raised more than £10 million cumulatively. A small team of 11-50 employees supports the operation, with a three-year strategic target to raise over £4 million and support 15,000+ Londoners.

Go-to-market is event-driven and relationship-led: an annual flagship event (City Giving Day with 600+ participating organisations in 2025), corporate partnership management, school partnerships for career programmes, and ticketed fundraising galas and challenges. Distribution leverages the Lord Mayor's convening power across the Square Mile, 100+ Livery Companies, and major financial institutions, supplemented by a digital presence across LinkedIn, Instagram, YouTube, and a website with donation, registration, and impact-report infrastructure. The technology footprint is minimal — no proprietary platform, public API, or mobile app — with operations dependent on third-party services (Microsoft Forms for event registration, standard SMS-based text-to-donate infrastructure).

Name

The Lord Mayor's Appeal

Legal name

The Lord Mayor's Appeal

Website

https://thelordmayorsappeal.org

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

The Lord Mayor's Appeal is the official charity of the Lord Mayor of London, delivering four programmes (City Giving, This is Me, Power of Inclusion, We Can Be) to address social mobility, mental health, and inclusion for Londoners through corporate partnerships, events, and delivery partner charities.

Ownership category

akta.pro rank

Product category

Charitable Social Impact Programmes

NAICS

Grantmaking and Giving Services (8132), Civic and Social Organizations (8134)

SIC

Services-Social Services (8300)

akta.pro primary industry

Community Fundraisers & Charity Events (Gala/Walks excluded) (MPAGAEAK)

Keywords

• Charity fundraising programmes
• Corporate social responsibility
• Social mobility programmes
• Workplace mental health campaigns
• Community impact initiatives

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Technology or R&D

Revenue model

1. Corporate Partnerships: Annual corporate partnership programme where businesses pay to align with The Lord Mayor's Appeal, gaining access to networking, thought leadership, and social impact opportunities. Partners include Aon, Bloomberg, TP ICAP, Bank of China, Brit Insurance, Fidelity International, Freshfields, London Stock Exchange Group Foundation, PwC, Standard Chartered Bank, Barclays, Janus Henderson Investors, Linklaters LLP, Payden & Rygel, and multiple Livery Companies.
2. Individual Donations: Individual donations received through the website (text-to-donate: text TLMA4321 to 70191 for £10), direct giving, and fundraising activities.
3. Event Fundraising: Revenue generated from ticketed events including Sheriffs' Ball (£275 per person), Tour de City (£50 per team), Treasure Hunt (£10 per person), Quiz Night (£50 per team), The Long Long Lunch (£140 per person), and Lady Mayor's Ride Out. Over £1.28m raised through City Giving Day to date.
4. Charity Partner Funding: Strategic partnerships with national charities including Homewards (Prince William's homelessness initiative), MQ Mental Health Research, and National Numeracy, with shared programming and fundraising.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

The Lord Mayor's Appeal is a registered charity that delivers social impact programmes and corporate partnerships in the City of London under the patronage of the Lord Mayor/Lady Mayor. Its core offering consists of four programmes—Power of Inclusion (social mobility workshops), This is Me (mental health awareness including the Green Ribbon campaign), We Can Be (young women's career empowerment), and City Giving (corporate volunteering and philanthropy, anchored by the annual City Giving Day)—delivered in partnership with charities such as Homewards, West Ham United Foundation, and the Combined Cadet Force Association, and funded through annual corporate partnerships, individual donations, and ticketed fundraising events.

Product overview

The Lord Mayor's Appeal operates as a unified charitable platform offering four interconnected programmes: Power of Inclusion (diversity and social mobility), This is Me (mental health awareness), We Can Be (young women's career empowerment), and City Giving (corporate volunteering and philanthropy). These programmes work together to break down barriers, unlock potential, and create career opportunities for Londoners, unified under the mission of creating 'A Better City for All.'

Differentiator

Problem solved

Functional benefit

Brands

• City Giving Day: Annual celebration of volunteering and philanthropy uniting businesses across the Square Mile, now expanding to a year-round programme.
• This is Me
• Power of Inclusion
• We Can Be
• The Green Ribbon

Products and services

• Power of Inclusion A programme that breaks down barriers to social mobility in the City of London, working with employers to create more inclusive workplaces through workshops, partnerships, and events on topics such as inclusive hiring practices and the unwritten rules of the City. Designed for City employers, employees, and underrepresented groups seeking access to City careers.
• This is Me Mental health awareness initiative that reduces stigma around mental illness in the workplace through storytelling, the Green Ribbon campaign, and events. Encourages participants to share personal stories via videos and online platforms to normalise mental health conversations in workplaces across the City.
• We Can Be Annual initiative that empowers young women aged 12–25 to make informed career decisions by providing business insight days, role model stories, and exposure to female professionals in the City to boost confidence and broaden career horizons. Connects schools (e.g., Westbourne Academy in Ipswich and Kingsbury High School) with corporate partners for career insight days.
• City Giving / City Giving Day Year-round programme (formerly centred on an annual City Giving Day in September) that mobilises businesses to drive philanthropy, volunteering, and community engagement. Evolved from a single-day event into a year-round programme offering ongoing CSR opportunities including Tour de City, Treasure Hunt, Quiz Night, City Walk, Sheriffs' Ball and The Long Long Lunch.
• Corporate Partnership Programme Annual corporate partnership package offering City of London businesses (financial services, legal, insurance, professional services) access to networking, thought leadership, employee volunteering, fundraising opportunities, and brand association with the Lord Mayor's office. Partners include Aon, Bloomberg, TP ICAP, Bank of China, Brit Insurance, Fidelity International, Freshfields, London Stock Exchange Group Foundation, PwC, Standard Chartered Bank, Barclays, Janus Henderson Investors, Linklaters LLP, Payden & Rygel, Schroders, and EY.

Quantifiable outcome

• 97% of organisations would recommend City Giving Day to others
• +3 more outcomes

Named customers19 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered core, key and minor.

• HomewardscoreStrategic or Co-development PartnerHomewards is Prince William and The Royal Foundation's programme launched in 2023 to demonstrate that together it's possible to end homelessness, making it rare, brief and unrepeated. The Lord Mayor's Appeal is a charity partner supporting this initiative, with Homewards working across six flagship UK locations.
• West Ham United FoundationcoreStrategic or Co-development PartnerThe leading social and community outreach organisation providing inclusive, life-changing opportunities for residents in East London and Essex. The Lord Mayor's Appeal supports The Foundry, their new community hub in Beckton, Newham, delivering 35+ programmes supporting 60,000+ people annually.
• Combined Cadet Force AssociationcoreStrategic or Co-development PartnerA national charity supporting the Combined Cadet Force (CCF), a youth organisation operating in schools across the UK for 12-18-year-olds. The Lord Mayor's Appeal supports CCF expansion across the City, funding and partnering to inspire the next generation of leaders.
• National NumeracykeyStrategic or Co-development PartnerNational Numeracy creates programmes to help adults and children improve their numeracy, including National Numeracy Day. The Appeal supports their Every Londoner Counts initiative through City Giving Day fundraising.
• MQ Mental Health ResearchkeyStrategic or Co-development PartnerMQ Mental Health Research conducts research into mental health, delivering webinars and events in partnership with The Lord Mayor's Appeal's This is Me programme focused on workplace mental health.
• AonkeyGTM or Marketing PartnerGlobal professional services firm and corporate partner of The Lord Mayor's Appeal, participating in City Giving Day and supporting fundraising initiatives.
• BloombergkeyGTM or Marketing PartnerFinancial data and media company and corporate partner, hosted Power of Inclusion: Inclusive Hiring Practices workshop at their London office.
• Standard Chartered BankkeyGTM or Marketing PartnerCorporate partner of The Lord Mayor's Appeal, hosted Power of Inclusion events and We Can Be entrepreneur fair. Regional Head of Community Impact Hind Naciri is active in programme delivery.
• Linklaters LLPkeyGTM or Marketing PartnerGlobal law firm and corporate partner, delivers We Can Be events and Power of Inclusion workshops. Social Impact Senior Advisor Jonathan Tait leads social mobility partnerships.
• Payden & RygelkeyGTM or Marketing PartnerGlobal investment management firm and long-term corporate partner (nearly 15 years), participated in Lloyd's Abseil Challenge with 15-person diverse team including representatives from eight companies.
• Janus Henderson InvestorskeyGTM or Marketing PartnerGlobal asset management firm and corporate partner, hosted Unlocking Potential in Early Careers event and participates in City Giving Day.
• EYkeyGTM or Marketing PartnerGlobal professional services firm and corporate partner, won Lady Mayor's Cup 2026 football tournament and EY Foundation celebrated 10th anniversary in 2024.
• PwCkeyGTM or Marketing PartnerProfessional services firm and corporate partner, founding supporter of This is Me Green Ribbon mental health campaign that began with Barclays video.
• Lloyd's of LondonkeyStrategic or Co-development PartnerLloyd's of London Foundation partners with The Lord Mayor's Appeal for the annual Abseil Challenge at the Lloyd's Building, with The Lady Mayor Dame Susan Langley participating.
• Triumph MotorcycleskeyGTM or Marketing PartnerHeadline sponsor of The Lady Mayor's Ride Out motorcycle event, bringing together 100+ bikers from across London.
• British PullmanminorGTM or Marketing PartnerLuxury heritage train operator that hosted The Lady Mayor's inaugural Pullman Journey from Cannon Street, raising funds for The Lord Mayor's Appeal.
• Central London AlliancekeyStrategic or Co-development PartnerCentral London Alliance is organising a Guinness World Record CPR relay challenge as part of City Giving Day 2026, targeting 4,000 participants.
• Eastern City BIDkeyGTM or Marketing PartnerBusiness Improvement District and sponsor of Tour de City Wattbike challenge as well as We Can Be programme.
• Culture Mile BIDminorGTM or Marketing PartnerBusiness Improvement District and sponsor of We Can Be programme supporting young women's career opportunities.
• The Worshipful Company of PewterersminorGTM or Marketing PartnerHistoric Livery Company that encouraged Liveries to open their Halls on City Giving Day and hosted events including Pewter Live 2026.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• The King's Trust (formerly The Prince's Trust): UK's leading youth-focused charity established with royal backing, raising funds through corporate partnerships, events, and individual giving. Directly comparable mission profile and donor-base overlap with The Lord Mayor's Appeal.
• The Royal Foundation of The Prince and Princess of Wales: Royal charitable umbrella that operates flagship programmes (including Homewards, which the Appeal partners with). Comparable convening power, corporate funding model, and programme-based structure.
• The Big Give: UK charity match-funding platform connecting donors to vetted charities via corporate matched-giving campaigns. Comparable event-driven and corporate partnership fundraising model in the UK charity sector.
• Centre for Social Justice: UK social mobility-focused charity and think tank that convenes policy and corporate stakeholders. Comparable focus on social mobility programmes targeting disadvantaged communities.
• Impetus: UK charity that pairs venture philanthropy funding with charities working on social mobility and disadvantage. Directly comparable in social mobility mission and corporate partnership model.
• City Bridge Foundation: The City of London's independent charitable trust, funded by surplus from London Bridge crossings. Most direct geographic and institutional peer as a City of London grantmaking body.
• The Dulverton Trust: Major UK grantmaking foundation funding youth opportunities, welfare, and conservation. Comparable UK grantmaking scale and corporate governance structure.

Emerging players

• The Social Mobility Foundation: UK social mobility charity led (until recently) by the new Appeal CEO David Johnston OBE. Highly comparable mission but operates as a smaller, programme-focused charity rather than an event-driven corporate platform.

Broad incumbents

• The National Lottery Community Fund: The largest community funder in the UK, distributing lottery-funded grants to charities and community groups. Comparable grantmaking role but at materially larger scale and broader geographic remit.
• Comic Relief: Major UK charity operating high-profile televised fundraising events (Red Nose Day, Sport Relief) with broad corporate partnerships. Comparable event-driven mass fundraising model but at substantially larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCniiegO7zyL0X3PA-wrxUXA
• LinkedInlinkedin.com/company/the-lord-mayor's-appeal
• Instagraminstagram.com/thelordmayorsappeal
• Xx.com/lmappeal

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Lord Mayor's Appeal