The Elephant never forgets

However much a licensee likes their customers, most would draw the line at going on holiday with them.

But for Lucy Burch, manager of the Elephant Inn, in London's north Finchley, this is one example of how her customers always come first. When a group of 15 of them pestered her to go away to Spain with them this summer, the answer was, "of course, yes".

At just 24, Burch has been with Fuller's for seven years, having worked her way up to assistant manager at the Elephant Inn four years ago, before becoming manager in September 2004. But it wasn't until January 2005, when she lost a customer to cancer, that Burch's charity work really began.

"One of our customers was very ill and was being treated at the North London Hospice in north Finchley. I really wanted to help out the hospice since it's not funded by the NHS. The customers here all seem to know, or know of, someone who's been treated at the hospice, so they were all keen to help with fundraising."

Imaginative events

Burch began by running a sports quiz, which she organised with a small group of customers. One customer offered to write the questions for the quiz, another offered to read them out on the night, and it was up to Burch to ensure the evening was properly promoted. Six weeks before the event she distributed leaflets around the local area - to supermarkets, shops, businesses and putting them through people's doors.

The staff dressed up in sports gear for the night and customers were charged a £10 entry fee, which also included food. It wasn't long before the quiz night became a regular event, raising up to £1,000 a night for the hospice.

A year and a half on, Burch now organises all sorts of events for the charity, from casino nights - where the staff dress up as croupiers and the pub is decked out to look like a casino - to Easter and Christmas raffles.

The Elephant Inn is very much a locals'

pub where most people know each other, but the roster of events also attracts a clientele from further afield.

Burch admits: "I am a real worrier and I'm always paranoid that no one will turn up for the events, even though they always do.

"The hard work invariably pays off - people often come up to me at the end of the night and say what a fantastic time they've had - but I always tell them I should be thanking them for raising the money for the hospice."

Looking after everyone

The pub raised just under £4,000 last year and Burch is hoping to raise a similar amount this year. She has just started sponsoring the Finchley United Sunday Football League, which has three teams that play all over London. After watching a team play, Burch cooks an after-match lunch of sausages, chips and burgers.

The Elephant Inn has also become a popular venue for disabled people living in the area. Burch used to hold a Monday night disabled club for them, as it was the only place in Finchley where they didn't feel intimidated, and were welcomed by the regulars.

Now disabled patrons come in throughout the week, as they feel comfortable in the environment Burch has created.

"I'm now planning some new fundraising ideas for next year," she concludes. "You have to keep things fresh for the customers."

how you can win £1,000 for your favourite charity

The Morning Advertiser's Heart of the

Community campaign is about reminding the national media, politicians and police of the pivotal roles that pubs play in their local communities.

The MA has teamed up with S&N UK to recognise the outstanding contribution that pubs make to the community. Throughout 2006, we'll be giving away £25,000 to

reward pubs for the work they do

supporting good causes.

Approximately every month, one pub is awarded £1,000 to donate to a registered charity of their choice.

Winners will also win a VIP trip for two to one of the John Smith's racing days, taking place throughout the year. At the end of the year, the nine winners during that period will be entered into a grand final to win a further £15,000 for their favourite charity.

To have a chance to win, drop us a line explaining how your pub has helped to raise money to support the community.

Judges will look for pubs that have shown a genuine commitment to fundraising - on a local or national level - in the 12 months preceding their competition entry.

Winners won't necessarily be chosen on the basis of how much money they have raised - demonstrating an innovative approach to fundraising, a real sense of community and the hard work behind your efforts will be considered just as worthy.

To be in with a chance, send your name, address and telephone number, with an explanation of 500 words or less, outlining your efforts to help the community, to:

Rosie Davenport

Features Editor

The Morning Advertiser

William Reed Publishing

Broadfield Park

Crawley

West Sussex

RH11 9RT

or email

rosie.davenport@william-reed.co.uk