Background
In February 2004, JBP was appointed to provide PR and marketing support to Children’s Hospice South West for a three year fundraising appeal to raise £11.5m to build, equip and endow with initial running costs a new children’s hospice for the region, based in Wraxall near Bristol.
Strategic approach
- The development of a strong identity for the Appeal. This was supported by children’s author Dick King-Smith, who lent his well-known character babe from ‘The Sheep Pig’, creating the name Babe’s Big Appeal.
- All marketing materials, including the website were updated to create a highly professional fundraising Appeal programme
- To gain media ownership of the campaign, and thereby maximise media coverage, communications committees were established with the media in the in the region.
- To help CHSW establish loyalty and commitment from the public in the longer term to ensure that fundraising continued long after Charlton Farm had opened and the Appeal had ended.
Tactics
There were a number of key stages to the PR programme:
- Babe’s Big Appeal - launched the fundraising campaign and maximise profile of the initiative in the first two years. To provide a focal point for the media, volunteers and supporters for the launch weekend, piggy themed ‘pignics’ were held across the region.
- ‘Babe’s Big Push’ - emphasised the continued efforts needed to raise the build costs of £11.5m.
- ‘Continued Support Needed’ - emphasised the need for continued support after the opening. Introduced messages about £3m/year running costs. Promoted open days. Phased out use of Appeal branding and talked about Charlton Farm.
- ‘The Opening’ - March to May 07 – gear up for the opening, engage media to secure maximum press coverage. Emphasise the ongoing need for £3m/year.
- A special Helpline number and telephone answering service was created for enquiries about the appeal.
- Existing materials were re-designed and revised to ensure they were consistent in brand and message.
Results
- Thanks in part to the high profile media campaign, CHSW raised £12m, more than enough to cover the building costs.
- CHSW remains one of the most high profile charities in greater Bristol.
- Tours and Open Days saw approximately 15,000 people come through the doors of Charlton Farm.
- Over 500 pieces of press coverage during the three year PR programme.
- The BBC Radio Bristol ‘Thanks a Million’ campaign achieved its target of raising £1 million.
