NAHF 2018 Weldmar + Pebblebeach: Patient Comfort Appeal
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A case study about Weldmar Hospicecare's best ever direct mail appeal
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NAHF 2018 Weldmar + Pebblebeach: Patient Comfort Appeal
- 2. Introductions • Matt Smith, Director of Fundraising and Marketing • Weldmar Hospicecare, Dorset • Ash Gilbert, Founder and Creative Director • Pebblebeach Fundraising
- 3. Weldmar Hospicecare • Short background on charity • Fundraising • Individual giving • Why did we use an agency
- 4. Pebblebeach Fundraising • Founded 2008 • Full service agency • Individual giving specialists • Hospice fundraising specialists
- 5. The challenge • Our In Patient Unit equipped with old, tired mattresses • One new model hired in, but had to be shared around • Patients moved around, really uncomfortable for them • Expensive, time consuming for nurses • 14 new mattresses needed • £3,031 each including cover • Total of £42,434 needed • Best appeal to date raised £25k • Limited in-house experience of DM campaigns
- 6. Audience first • Pebblebeach undertook RFV analysis • Benchmarking tool for hospices, 55 adult hospice databases • Appeal results mapped back
- 7. Audience first • Produced detailed donor hierarchy • High value donors – blue • Good prospect donors – green • Reasonable prospect donors – orange • Poor prospect donors – red • Limited size database – 16,851 mailable individuals • 80/20 rule is working • Must maximise value to achieve target
- 8. The fundraising proposition • The need was for 14 new mattresses • But, we knew that what we were ‘selling’ weren’t the mattresses – it was the benefit they delivered to patients • No moving required • Comfort • Dignity • Nursing time saved
- 9. Our media • Direct mail appeal to our audience selection from the database • Bespoke version for blue high value donors • Social media and online support
- 10. Timing • First meeting January 2017 • Interviews held February 2017 • Copy written March 2017 • Appeal landed early June 2017
- 18. Costs • Print: £1,820.00 • Postage: £1,214.14 • Agency: £8,550.00 • Total: £11,584.14
- 19. Results Total income: £109,139.09 Net profit: £97,554.95 ROI: 35.97:1
- 20. Results • We were able to buy all 14 mattresses and covers • We gave a further £25,000 to buy other new equipment including a £10,000 Bariatric Bed. • The remaining £30,120 went towards core costs.
- 21. Subsequent 2017 results • Light up a Life • 2017 result: £51,550.61 • Christmas Appeal • 2017 result: £26,008.50 • Overall net IG income 2017 • Budgeted: £147,500 • Achieved: £261,930
- 22. Summary • We knew we needed to invest in IG fundraising • Had to know we’d done it properly so we could trust the results • Brought in a specialist agency, trusted their advice and approach • Results proved IG fundraising is serious income stream for us • Pebblebeach working with us throughout 2018 • Objective is to learn and become self-sufficient