Case Study: Trinity Hospice

Clinical staff at the charity in south London took part in a telethon

Trinity Hospice
Trinity Hospice

Organisation: Trinity Hospice

Campaign: Telethon

Agency: In-house

For its first telephone campaign to get supporters to sign up to make regular monthly gifts, Trinity Hospice in Clapham, south London, wanted to try something new that played to its strengths.

Clinical staff and volunteers from the charity's in-patient and community nursing, patient and family support teams took to the phones for a 'telethon', asking supporters to set up direct debits and sponsor an hour of care a month for £12 a time.

Sally Bateson, director of fundraising at the hospice, says: "We know our supporters love talking to our nurses and front-line staff and are genuinely interested to hear from them. It wasn't massively practical, but we thought we'd give it a go."

The eight-strong team was given training and a script. Over two three-hour sessions on 21 June, they spoke to 185 supporters and set up nine direct debits, giving a conversion rate of 4.86 per cent. Three more signed up to direct debits after follow-up calls, bringing in an extra £1,492 a year for Trinity at a cost of just £100.

It would not be possible to devote enough staff time to turn it into a bigger campaign, but Bateson says the charity is considering a model involving volunteers.

Expert view: Nicola Lapsley, group account director, The Good Agency

Nicola Lapsley, group account director, The Good AgencyThis is a great example of how to bring supporters close to your cause with a little bit of surprise and delight mixed in. Giving them the chance to speak to people who work there because of the financial support they provide creates an emotional connection.

As Sally Bateson says, the campaign wasn't massively practical, and the real challenge to us all is how to inspire front-line fundraisers - whether in-house or agency - to demonstrate the same passion for the cause that your front-line staff do.

EXPERT RATING:
Creativity 3
Delivery 4
Total - 7 out of 10

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