Sharing the kiwi experience Sandy McGregor – Mercy Hospice,              AucklandDavid Williams‐Jones ‐ Purple Vision
David Williams‐Jones
•   Larger land area than UK•   4.4 million kiwis•   Over a third in Auckland•   69% European extraction; 15% Maori;     9...
The New Zealand hospice movement                • 35 Hospices in NZ                • 14,400 cared for pa                • ...
Mercy Hospice Auckland                   • 13 In‐patient beds                   • Community                      palliativ...
Costs $6.7 m pa68% statutory funded ….. but not the services that define us as a hospice$2m fundraising targetFuture capital
Mercy Hospice Auckland, Race Day
Fundraising requirement of $1m+ pa
Retail   •   Seven stores – first 2005         •   $2 million gross         •   Paid manager plus 60 volunteers         • ...
Newsletter                            Gross income   RR%    Av. Gift   ROI Aug 09 (inc cake insert)   $26,300        3.8% ...
Gross income   RR%    Av. Gift   ROINov 11                            $64,400        6.2%   $84        3.9Feb 11          ...
Donor Journey – In Mem                                                                                                    ...
Motivated challenges:
Summary• 10 of Auckland’s leading   restaurants• 10 NZ wineries• $730,000 net  in five years• Place to be seen ‐ and to be...
Proposed Marketing PlanRadioPrime-time advertising on More FM and The BreezePrintCross-Street Banners located on Queen Str...
Strawberry Festival summary• Awareness• Sponsorship    • Strawberries    • Ice cream• Merchandise• Costs $20,000• Income o...
Retail
Remembrance eventsCommunity engagement and remembrance
Mall remembrance trees                Volunteer driven                Five malls                Farmers sponsorship       ...
In Mem Christmas offer  Also worked for community     door‐to‐door acquisition         10% response rate         40% were ...
In Memoria support• Funeral notices   monitored daily• Thank you and set   expectations
Bereaved NoKin Donor Journey
Tile events
AHC and tile wall opens up dialogue • High Value donors • Legacy pledgers• Legacy giving recognition  – Complimentary tile...
Promoting legacy giving• Morning teas as part of Donor   Journey• Community events/ retirement   villages with nurse• Firs...
Community engagement• Golf ‐ Take Friday off• Fashion parades (Business   Associations) • Hospice cuppa
• Founded by the Gay & Lesbian Community• Originally designed to raise funds for HIV• Garden owners now include supporters...
Working Together - Purple Vision & Mercy Hospice Auckland NZ
Working Together - Purple Vision & Mercy Hospice Auckland NZ
Working Together - Purple Vision & Mercy Hospice Auckland NZ
Working Together - Purple Vision & Mercy Hospice Auckland NZ
Working Together - Purple Vision & Mercy Hospice Auckland NZ
Working Together - Purple Vision & Mercy Hospice Auckland NZ
Working Together - Purple Vision & Mercy Hospice Auckland NZ
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Working Together - Purple Vision & Mercy Hospice Auckland NZ

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Working Together - Purple Vision & Mercy Hospice Auckland NZ

  1. 1. Sharing the kiwi experience Sandy McGregor – Mercy Hospice,  AucklandDavid Williams‐Jones ‐ Purple Vision
  2. 2. David Williams‐Jones
  3. 3. • Larger land area than UK• 4.4 million kiwis• Over a third in Auckland• 69% European extraction; 15% Maori;  9% Asian
  4. 4. 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
  5. 5. Mercy Hospice Auckland • 13 In‐patient beds • Community  palliative care team• Day stay• Family support• Counselling
  6. 6. Costs $6.7 m pa68% statutory funded ….. but not the services that define us as a hospice$2m fundraising targetFuture capital
  7. 7. Mercy Hospice Auckland, Race Day
  8. 8. Fundraising requirement of $1m+ pa
  9. 9. Retail • Seven stores – first 2005 • $2 million gross • Paid manager plus 60 volunteers • 6 days per week
  10. 10. Newsletter Gross 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. 2 Built in response device All supporters receiving newsletter with same letter  and ‘ask’
  11. 11. Gross income RR% Av. Gift ROINov 11 $64,400 6.2% $84 3.9Feb 11 $52,000 4.4% $80 2.3Dec 10 $45,600 5.6% $65 2.0Aug 10 $31,400 4.0% $64 1.8May 10 $45,700 5.2% $71 2.5Feb 10 $54,000 6.2% $88 2.9Dec 09 Prompts and cover letter $47,700 5.1% $83 2.0 Sustained improvement: Income doubled • Average gift +40% • Response rate +40% • Engagement improvements
  12. 12. Donor Journey – In Mem Part of  Hospice  Other  Family ways to  support,  eg events Nursing/Counselling Staff  Regular  Giving eg  SAN,  Legacy  Stand‐ Payroll Pledger alone  Welcome  giving eg  Pack tribute gift Advocate Remem‐ brance  Product  I want…to  Remem‐ take up Supporter keep helping  brance  Person Dies Product  once I’m gone Info Pack  I want…to  (led by HCP  offering spread the  Committed & patient  word centric I want…to  Engaged keep Patient’s  recognising family /  I want…to  the good  friends give  work Consumer  something  (direct) I want…to be  back helped to  remember Service  Consumer I want…to be  Newsletter and e‐newsletter (with targeted content) welcomed  and looked  I want…my loved  after’ one to be looked  after
  13. 13. Motivated challenges:
  14. 14. 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
  15. 15. Proposed Marketing PlanRadioPrime-time advertising on More FM and The BreezePrintCross-Street Banners located on Queen Street & Tamaki Drive from 31 October to 14 NovemberBuses 700+ A3 posters will be placed on Auckland buses travelling toBritomart from 26 October to 9 NovemberRetailers 100+ posters and 5,000 will be distributed through hospice shops, andcentrally located cafes and retail outletsHospice 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.comPRComprehensive PR plan including national coverage and local coverage
  16. 16. Strawberry Festival summary• Awareness• Sponsorship • Strawberries • Ice cream• Merchandise• Costs $20,000• Income on day $33,000  + sponsorship
  17. 17. Retail
  18. 18. Remembrance eventsCommunity engagement and remembrance
  19. 19. Mall remembrance trees Volunteer driven Five malls Farmers sponsorship Requirement Permissions  Income
  20. 20. In Mem Christmas offer Also worked for community  door‐to‐door acquisition 10% response rate 40% were new to  hospice Av. gift $68
  21. 21. In Memoria support• Funeral notices  monitored daily• Thank you and set  expectations
  22. 22. Bereaved NoKin Donor Journey
  23. 23. Tile events
  24. 24. AHC and tile wall opens up dialogue • High Value donors • Legacy pledgers• Legacy giving recognition – Complimentary tile – Annual event  – Exclusive access – Badge  – Limited  communication
  25. 25. 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
  26. 26. Community engagement• Golf ‐ Take Friday off• Fashion parades (Business  Associations) • Hospice cuppa
  27. 27. • 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

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