Your New Hospice Appeal

The Brief: After a competitive pitch process, we were asked to advise and lead on all fundraising aspects of the public capital fundraising campaign, to contribute a gross sum of £225k (as part of Phase one) towards the overall target of raising £6m. Our role was to develop an integrated direct marketing strategy, produce creative approaches for the overall theme, identity and messaging, manage all media, advise on data segmentation and targeting, and oversee production and fulfilment of materials.
Our Response: We began with an extensive process of qualitative and quantitative research, data analysis and stakeholder workshops. This insight led to a full 12-month campaign strategy utilising direct mail, door drop, (across phase one & phase 2) digital and OOH marketing. A complete campaign identity and messaging framework was developed to support the new proposition:
“It’s not our new Hospice, it’s yours.”
This reframed the capital appeal as a community-owned mission, creating a unifying idea that could cut across warm and cold audiences. It positioned the hospice not as a building project, but as a legacy for every family in Surrey and Hampshire.
This campaign was about more than building a hospice - it was about building ownership within the community. Through a multi-phase strategic mailing programme, we inspired both warm and cold audiences to believe: “It’s not our new Hospice, it’s yours.” By blending data-driven targeting, bold creative and emotionally charged storytelling, we achieved transformational results:
Phase 1 delivered £281,799 income with the door drop activity in phase one achieving an impressive 1:6.47 ROI inc. a single £100k cold gift from the door drop; Phase 2 added £97,291 from cold door drop with a 1:3.3 ROI (incl another huge gift of £50k) and £21,000 projected from Ground Breakers RG taking mail-led income to a massive £400,090. Crucially, we also secured 100 new regular givers through Cash → RG conversion, starting to build a sustainable fundraising future for Phyllis Tuckwell Hospice.