Challenge – funding strain amidst the pandemic
Ashgate Hospice provides specialist palliative and end-of-life care to adults and their families across North Derbyshire. Their funding challenges were further exacerbated by the COVID-19 pandemic, with fundraising events cancelled and charity shops closed, the hospice urgently needed increased funding to sustain its crucial services.
Our Approach – crafting purpose-driven engagement strategy
Collaborating closely with Ashgate’s communications team, we devised a purpose-driven community engagement campaign aimed at securing funding from the Derby and North Derbyshire Clinical Commissioning Group (CCG).
Crafting strategic messaging highlighting the hospice’s essential role in the community, we utilized our media networks for multi-channel outreach, securing coverage across national, regional, local, and health sector press.
This included national ITV News, a visit to the hospice from BBC Radio 4, and the Chief Executive of Ashgate’s impactful interview on BBC 5 Live, which was heard by an MP, leading to a question on hospice funding being raised in the House of Lords.
We mobilized the local community by encouraging individuals to also take action, including writing to their local MPs in support of Ashgate Hospice and participation in digital fundraising appeals. Collaborating closely with Ashgate’s team, we spearheaded two digital fundraising campaigns that collectively raised over £1 million and expanded the hospice’s supporter database by over 2,0000 individuals.
Results and Impact – Igniting change through united efforts
The campaign garnered over 70 pieces of media coverage, generating significant awareness and visibility for Ashgate’s funding. This also extended to the political arena, with a question raised in the House of Lords.
We were delighted to be recognized for this campaign by winning the 2021 Silver PR Moment Award for campaign of the year, affirming the effectiveness of our approach.
Through our collaborative fundraising initiatives, we not only surpassed fundraising targets but also secured the necessary funding settlement for Ashgate Hospice, ensuring the continuation of its essential services, at a time when it has never been more important.
