Sharing the kiwi experience

Sandy McGregor – Mercy Hospice, Auckland

David 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% Asian

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

Mercy Hospice Auckland• 13 In‐patient beds• Community palliative care team

• Day stay• Family support• Counselling

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• 6 days per week

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’

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

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

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 seen giving

• Makes the social papers

• A ‘twist’ each year

RadioPrime-time advertising on More FM and The Breeze

Print

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

Strawberry Festival summary• Awareness• Sponsorship

• Strawberries• Ice cream

• Merchandise• Costs $20,000• Income on day $33,000 

+ sponsorship

Retail

Community engagement and remembrance

Remembrance events

Volunteer drivenFive mallsFarmers sponsorshipRequirementPermissions Income

Mall remembrance trees

Also worked for community door‐to‐door acquisition

10% response rate40% were new to hospice

Av. gift $68

In Mem Christmas offer

In Memoria support• Funeral notices monitored daily

• Thank you and set expectations

Bereaved NoKin Donor Journey

Tile events

• Legacy giving recognition– Complimentary tile– Annual event – Exclusive access– Badge – Limited communication

AHC and tile wall opens up dialogue• High Value donors• Legacy pledgers

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

Community engagement

• Fashion parades (Business Associations) 

• Hospice cuppa

• Golf ‐ Take Friday off

• 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