What's in a name?

WHAT’S IN A NAME?Simi EpsteinDirector of Fundraising – Hope House Children’s Hospices

LIKE IT OR NOT, WE ALL JUDGE PEOPLE BY THEIR FACES: NOT JUST ON ATTRACTIVENESS, BUT ALSO TRUSTWORTHINESS, COMPETENCE, AND LIKEABILITY

WHO WOULD YOU ASK DIRECTIONS FROM?

WHAT IF YOU CAN’T SEE THEIR FACE?

Simi Epstein

Simi EpsteinIs it enough information to decide whether or not to come and listen to me

speak?

Simi Epstein, Director of FundraisingDoes knowing what I do help you make a more informed decision?

Simi Epstein, Director of Fundraising, Hope House Children’s Hospice

Does where I work add value and help you relate to me more?

PEOPLE OFTEN MAKE UP THEIR MINDS BEFORE SEEKING OUT THE FACTS

YOUR CHARITY’S NAME IS ITS FACE

HOPE HOUSE CHILDREN’S HOSPICES

Opened 1995 and provided Respite and End of life Care for terminally ill and life limited children at the hospice

Counselling and Bereavement SupportRespite, Crisis and End of Life Care in the home

Sibling SupportSocial Work and AdvocacyTraining for professionals

Support for families who have lost a child in whatever circumstancesHelp for children who have lost a parent in sudden circumstances

DID OUR NAME GIVE A TRUE REPRESENTATION?

Did families who could benefit from our services have enough information to know if we could help?Did existing and potential donors have enough information to support us?

HOPE HOUSE CHILDREN’S HOSPICES

ONLY 2% OF PEOPLE IN OUR CATCHMENT AREA WERE DONATING

THE GENERAL PUBLIC DID NOT KNOW WHAT WE DID APART FROM HOSPICE CARE

WE CHANGED MARKETING STRATEGY We focused on our services

WE GOT BUSY We produced new literature Focused on different services Created a new website Produced new videos Changed the focus of our talks and appeals Showcased different stories

WE ANALYSED THE RESULTS Demand for our all our services grew Referrals increased Bed occupancy improved 2% still donated but donated more Lottery players grew from 3750 – 12500

Very little growth of database

DUE TO THE INCREASED DEMAND FOR OUR SERVICES - INCOME WAS NOT GROWING AT THE SAME RATE AS RISING CARE COSTS

We needed more donors!

WE SET UP FOCUS GROUPS Supporters Non supporters Volunteers Daisy Card Holders Lottery Players Event delegates

WE ASKED THEM LOTS OF QUESTIONS Why did they support/not support us What motivated/did not motivate them to give How did they like to give What could we do differently What services did we provide

The results surprised us!

SUPPORTERS The majority of those interviewed:

Knew who we were and trusted us Wanted to help the children Knew we provided Hospice Care, Sibling Support and Counselling which were

motivators Considered us a well known, much loved and well supported charity in the

community

Did not know we provided other services

NON SUPPORTERS The majority of those interviewed:

Did not know who or where we were Were motivated to help children Once given our name said we provided Hospice Care for children Found some of our services non motivating Suggested we become more visible

WHAT LESSONS HAVE WE LEARNED? We have focused too much of our marketing efforts on our existing

supporters and service users People do not need to know everything you do to motivate them to give For Hope House Children’s Hospices it is all about the children We have to invest in more far reaching campaigns We have to be more targeted with our fundraising strategy

WHAT’S IN A NAME?For potential donorsYour name is important to enable a positive snap judgment.

For existing supportersUnderstanding what you provide is important for their continued financial support