The challenge – raising the profile of St Ann’s new fundraising appeal
St Ann’s Hospice is renowned for providing exceptional care to those with life-limiting illnesses across Greater Manchester. It recently embarked on a critical mission to raise £2 million with its new fundraising appeal.
This effort had been part of a broader public appeal aimed at generating £21 million to enhance their facilities and improve patient care. The hospice faced the challenge of rallying public support and securing sufficient media coverage to drive their fundraising campaign to success.
Our approach – comprehensive media and stakeholder engagement
To support this campaign effectively, we prepared a comprehensive strategy that encompassed PR, media outreach, internal communications, and design support. Our approach included:
- Event organisation: We planned and executed a high-profile media launch at the Heald Green site. Additionally, we invited key stakeholders such as architects, trustees, patients, and notable personalities as well.
- Keynote presentations: Chief Executive Rachel Macmillan presented the new hospice building plans. Coronation Street actor Lee Boardman also shared his personal connection to the hospice and advocacy for the campaign.
- Media engagement: We secured significant media presence, including Granada Reports and BBC Radio Manchester, to cover the event and amplify the campaign’s message.
- Personal stories: We arranged interviews with patients and their families to share their experiences. This highlighted the urgent need for the new building and its expected impact on their lives.
Impact – successful media coverage and public support
As a result of this, the media launch yielded impressive results, significantly boosting the hospice’s support and visibility:
- Extensive media coverage:
- Granada Reports featured interviews with Lee Boardman and his wife Jennifer, alongside patient stories, underscoring the campaign’s importance.
- BBC Radio Manchester covered the event extensively, reaching approximately 473,000 listeners, raising awareness, and encouraging public donations.
- Increased public engagement: The heartfelt stories and extensive media coverage inspired a surge in public interest and donations, propelling the campaign closer to its fundraising goals.
- Enhanced fundraising prospects: The successful media launch set the stage for ongoing media coverage, ensuring sustained public attention and support.
The Build It Together appeal continues to emphasise the necessity of the continued hospice funding, with the public’s help being crucial to achieving the £21 million target.
To support St Ann’s Hospice and contribute to the campaign, visit the donation page to explore all its fundraising opportunities.
To find out more about the media and communications support we provide to hospices, please see here.
