In Kind Direct delivers essential donations to UK charitable organisations

Pandemic sees 60% more people are now dependent on essential charity donations

Figures from In Kind Direct show that 76% of charitable organisations in the East of England are reporting a high demand for essentials, such as toiletries, cleaning and hygiene product, as a direct result of the pandemic.


In Kind direct distributes consumer goods donated by companies including P&G, Unilever UK, and Kimberly-Clark to UK charitable organisations working in the UK and overseas, connecting companies and products to thousands of charities, community groups, food banks and schools.

It has revealed that:

  • Its network of thousands of charitable organisations reported an 84% continued and increasing demand for their services that will deliver a continuous supply of family essentials around the UK.
  • 80% of charitable organisations in the East Midlands say people are managing tighter household budgets
  • 46% of charities in the East Midlands are supporting people who are shielding/self-isolating
  • 78% of charitable organisation sin the East Midlands aim to use their services and the donations they receive to help people feel valued and cared for
  • Support from In Kind Direct has helped community partners double their reach in times of incomparable crisis, collectively making a difference to 174,000 people each week
  • So far this winter In Kind Direct has worked with 2,052 charities, and at the service’s peak over Christmas 2020, supported 220,000 people each week.

The charity have just launched their new #commUNITY campaign as a rallying cry to encourage businesses to come on board and donate products to be delivered to families in need across the UK who are suffering as result from COVID-19.

Rosanne Gray, CEO of In Kind Direct said: “All our donors make a real difference giving UK families access to everyday essentials and making sure no one gets left behind. With 1 in 5 in the UK currently living in poverty*, it’s never been more needed. These products are not just important parts of everyday life; they’re vital anchors of ‘normality’ and create a sense of value and self-worth. Cleanliness, food and children’s toys are the cornerstones of the family unit, and without them we see serious damage done to confidence, self-esteem and overall mental health. We want to connect more companies with more communities to distribute more of life’s essentials to where they’re needed.”