3. • Larger land area than UK
• 4.4 million kiwis
• Over a third in Auckland
• 69% European extraction; 15% Maori;
9% Asian
4. The New Zealand hospice
movement
• 35 Hospices in NZ
• 14,400 cared for pa
• Demand +8% in
2010
• 50 – 70% funded by
Government
• Voluntary support
critical
5. Mercy Hospice Auckland
• 13 In‐patient beds
• Community
palliative care team
• Day stay
• Family support
• Counselling
9. Retail • Seven stores – first 2005
• $2 million gross
• Paid manager plus 60 volunteers
• 6 days per week
10.
11. Newsletter
Gross income RR% Av. Gift ROI
Aug 09 (inc cake insert) $26,300 3.8% $58 1.4
May 09 $37,100 5.2% $71 2.8
Feb 09 $25,900 4.6% $62 2.2
Dec 08 $22,600 4.1% $66 1.9
Jun 08 $22,200 3.8% $67 1.1
Spring 08 $17,500 3.6% $52 1.4
Four times pa – typical ROI of c. 2
Built in response device
All supporters receiving newsletter with same letter
and ‘ask’
12. Gross income RR% Av. Gift ROI
Nov 11 $64,400 6.2% $84 3.9
Feb 11 $52,000 4.4% $80 2.3
Dec 10 $45,600 5.6% $65 2.0
Aug 10 $31,400 4.0% $64 1.8
May 10 $45,700 5.2% $71 2.5
Feb 10 $54,000 6.2% $88 2.9
Dec 09 Prompts and cover letter $47,700 5.1% $83 2.0
Sustained improvement:
Income doubled
• Average gift +40%
• Response rate +40%
• Engagement improvements
13.
14. Donor Journey – In Mem Part of
Hospice
Other Family
ways to
support,
eg events
Nursing/Counselling Staff Regular
Giving eg
SAN, Legacy
Stand‐ Payroll Pledger
alone
Welcome giving eg
Pack tribute gift Advocate
Remem‐
brance
Product I want…to
Remem‐
take up Supporter keep helping
brance
Person Dies
Product once I’m gone
Info Pack I want…to
(led by HCP
offering spread the
Committed
& patient word
centric
I want…to
Engaged keep
Patient’s recognising
family / I want…to the good
friends give work
Consumer
something
(direct)
I want…to be back
helped to
remember
Service
Consumer I want…to be
Newsletter and e‐newsletter (with targeted content)
welcomed
and looked
I want…my loved after’
one to be looked
after
18. Summary
• 10 of Auckland’s leading
restaurants
• 10 NZ wineries
• $730,000 net in five years
• Place to be seen ‐ and to be seen
giving
• Makes the social papers
• A ‘twist’ each year
19.
20. Proposed Marketing Plan
Radio
Prime-time advertising on More FM and The Breeze
Print
Cross-Street Banners located on Queen Street & Tamaki Drive from 31 October to 14 November
Buses 700+ A3 posters will be placed on Auckland buses travelling to
Britomart from 26 October to 9 November
Retailers 100+ posters and 5,000 will be distributed through hospice shops, and
centrally located cafes and retail outlets
Hospice Newsletter ‘Life Times’ featured stories in August and November issues
(circ 13,000)
Online
Featured event on www.eventfinder.co.nz
Featured event on www.mercyhospice.org.nz
Featured updates on www.facebook.com/MercyHospiceAuckland
Event listing on www.events.nz.com
Event listing on www.aucklandcouncil.govt.nz
Event listing on www.aucklandnz.com
PR
Comprehensive PR plan including national coverage and local coverage
32. Promoting legacy giving
• Morning teas as part of Donor
Journey
• Community events/ retirement
villages with nurse
• First ‘Make a Will week’ with
– Local solicitors
– Public clinic and follow up in CBD square
– Local PR and celebrity support
34. • Founded by the Gay & Lesbian Community
• Originally designed to raise funds for HIV
• Garden owners now include supporters of hospice
• Mercy Hospice run event from 2012
• Raised $78,000 net
