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Sharing the kiwi experience
Sandy McGregor – Mercy Hospice, Auckland
David Williams‐Jones ‐ Purple Vision
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David Williams‐Jones
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• Larger land area than UK• 4.4 million kiwis• Over a third in Auckland• 69% European extraction; 15% Maori; 9% Asian
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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
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Mercy Hospice Auckland• 13 In‐patient beds• Community palliative care team
• Day stay• Family support• Counselling
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Costs $6.7 m pa68% statutory funded ….. but not the services that define us as a hospice$2m fundraising targetFuture capital
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Mercy Hospice Auckland, Race Day
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Fundraising requirement of $1m+ pa
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Retail • Seven stores – first 2005• $2 million gross• Paid manager plus 60 volunteers• 6 days per week
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NewsletterGross 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. 2Built in response deviceAll supporters receiving newsletter with same letter and ‘ask’
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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
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Consumer (direct)
Service Consumer
Engaged
Committed
Supporter
Advocate
Legacy Pledger
Part of Hospice Family
Patient’s family / friends
Remem‐brance Product offering
Welcome Pack Remem‐
brance Product take up
Stand‐alone
giving eg tribute gift
Info Pack (led by HCP & patient centric
Other ways to support, eg events
I want…my loved one to be looked
after
I want…to be welcomed and looked
after’
I want…to be helped to remember
I want…to give
something back
I want…to keep
recognising the good work
I want…to spread the
word
I want…to keep helping once I’m gone
Newsletter and e‐newsletter (with targeted content)
Regular Giving eg SAN, Payroll
Person
Dies
Nursing/Counselling Staff
Donor Journey – In Mem
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Motivated challenges:
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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
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RadioPrime-time advertising on More FM and The Breeze
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)
OnlineFeatured event on www.eventfinder.co.nzFeatured event on www.mercyhospice.org.nzFeatured updates on www.facebook.com/MercyHospiceAucklandEvent listing on www.events.nz.comEvent listing on www.aucklandcouncil.govt.nzEvent listing on www.aucklandnz.com
PR Comprehensive PR plan including national coverage and local coverage
Proposed Marketing Plan
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Strawberry Festival summary• Awareness• Sponsorship
• Strawberries• Ice cream
• Merchandise• Costs $20,000• Income on day $33,000
+ sponsorship
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Retail
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Community engagement and remembrance
Remembrance events
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Volunteer drivenFive mallsFarmers sponsorshipRequirementPermissions Income
Mall remembrance trees
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Also worked for community door‐to‐door acquisition
10% response rate40% were new to hospice
Av. gift $68
In Mem Christmas offer
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In Memoria support• Funeral notices monitored daily
• Thank you and set expectations
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Bereaved NoKin Donor Journey
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Tile events
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• Legacy giving recognition– Complimentary tile– Annual event – Exclusive access– Badge – Limited communication
AHC and tile wall opens up dialogue• High Value donors• Legacy pledgers
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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
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Community engagement
• Fashion parades (Business Associations)
• Hospice cuppa
• Golf ‐ Take Friday off
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• 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