This London based charity was facing a significant decline in public awareness and a stagnant donor base, struggling to communicate its vital role as a place of life and dignity. They sought our services to shift this negative perception, increase their visibility, and build a sustainable fundraising model for their 25th anniversary year.

While exciting and full of opportunities, this situation came with some major challenges:

• Low Brand Awareness – The hospice’s existence and purpose were not well-known to the broader London community.
• Fragmented Donor Journey – Inconsistent and sporadic fundraising efforts led to a low retention rate for first-time donors.
• Turning a Dated Website into a Donor Hub – The hospice’s digital presence was a major contributor to its stagnation.
• Revitalizing Email Marketing for Donor Connection – The hospice’s email marketing was a series of missed opportunities.

Despite a quarter-century of dedicated service, the hospice was struggling with declining public awareness and a stagnating donor base. Their fundraising efforts were sporadic, and the donor journey was fragmented, leading to a low retention rate for first-time donors. The hospice’s brand was not effectively communicating its vital role in the community—it was seen as a place of sadness rather than a place of life, comfort, and dignity. The primary challenge was to shift this perception, increase the charity’s visibility, and build a sustainable stream of donations in its 25th anniversary year.

“For 25 years, our team has poured their hearts into providing a place of dignity and peace, but it felt like we were shouting into the void. The public saw a place of sadness, not a home filled with life and love. We knew our mission was more important than ever, yet we were struggling to connect with the very community we serve. We were at a critical point; we needed to find our voice again to ensure we could continue our work for the next 25 years and beyond.”

Leveraging the hospice’s 25th anniversary as a powerful hook, we launched a campaign centered on celebrating life, not just managing its end. The theme, ’25 Years of Life, Love, and Legacy,’ was designed to be uplifting and emotionally resonant.

Creative Campaign Ideas to Raise Awareness:

1. ‘A Day in the Life’ Video Series: We produced a series of short, uplifting videos showcasing the compassionate care provided at the hospice. This included footage of music therapy sessions, gardening with patients, art classes, and heartfelt interactions between staff, volunteers, and families. The goal was to dismantle the stereotypes and show the hospice as a vibrant community. These videos were shared on social media and as part of email newsletters.
2. The ‘Legacy Wall’ Digital Tribute: We created a dedicated section on the hospice’s website where families could share stories, photos, and short tributes to their loved ones who were cared for by the hospice. This not only created a beautiful, shared memorial but also provided powerful, authentic content for the campaign, demonstrating the hospice’s lasting impact. Donors were invited to contribute to the ‘Legacy Wall’ with a donation.
3. The ’25 Acts of Kindness’ Challenge: We engaged the local community by launching a social media challenge. We encouraged people to perform 25 acts of kindness (big or small) in honor of the hospice’s 25th year, tagging the hospice and using a dedicated hashtag. This generated user-generated content, increased online engagement, and tied the hospice to a positive, community-focused action.
4. Community Partnership Program: We partnered with 25 local London businesses—from bakeries to pubs to florists—to feature the hospice’s logo and a donation QR code at their locations throughout the anniversary year. Each business also pledged to donate a percentage of sales on a specific day, creating a city-wide network of support.
5. Interactive ‘Walk of Hope’ Event: Instead of a traditional fun run, we organized a ‘Walk of Hope’ through a beautiful London park. The event featured ‘memory stations’ along the route where participants could pause to read stories from the Legacy Wall, listen to live music performed by hospice volunteers, and reflect on their own loved ones. The event culminated in a public celebration of the hospice’s 25 years.

Since activating this campaign here are a few of the biggest wins to date:

• Donation Increase: The hospice saw a 40% increase in first-time donations and a 25% increase in repeat donations compared to the previous year. The improved donor journey, including personalized thank-you emails and regular impact reports, led to a donor retention rate that was 30% higher than the baseline.
• Increased Awareness: The campaign generated significant media coverage, with stories appearing in local London newspapers and online publications. Social media engagement increased by over 150%, and the dedicated hashtag was used over 5,000 times.
• Community Engagement: The ’25 Acts of Kindness’ challenge and the business partnership program successfully positioned the hospice as a central, beloved pillar of the London community, moving the public perception from a place of sorrow to one of comfort, care, and dignity. The ‘Walk of Hope’ event sold out, raising over £50,000 and attracting hundreds of new supporters.

The results speak for themselves. Before this campaign, our fundraising was a guessing game and our message was lost. We were doing amazing work, but no one seemed to know about it. The team at Your Marketing Rules didn’t just give us a campaign; they gave us a voice and a plan. They helped us celebrate 25 years in a way that truly resonated with the community. We’ve gone from surviving to thriving, and we now have a sustainable path forward thanks to their strategic approach and creative vision.”