The Wishing Well campaign Inspire life. Inspire Cardiff.

* Problem and Objectives

* Outline Approach/Deliverables

* Work Breakdown

* Cost

* Risks and Adding Value

1 • No dedicated Legacy funding strategy

and team

2 • Yielding a 20% legacy income stream

3 •  Sensitively publicizing the need for

legacy donations

4 •  Selling GTHC USP

Apprehension Absence Unfamiliarity Missing Potential

1.  Apprehension in regards to a creative, sensitive and passive communications strategy that markets legacy donations

2.  Absence of a dedicated legacy fund raising team 3. A general lack of awareness from the client’s perspective of GTHC’S unique operations

GTHC Identity

Real and unique stories

Local People

Community Involvement

“I wish the flowers to be beautiful like my mum”

Scalable

Adaptive

Passive Developmental

Honest

Word of Mouth Direct Marketing

Radio Advertisements/

Social media

Door to door marketing

7,000 2,800 5,100

16,800

4,400 11,000

54,700

35,800 36,200

94,200

66,300 61,400

12.80% 7.70% 14.10% 17.80% 6.60% 17.90%

South West City & South East North South East West

Population of Cardiff Aged 65+ by Neighbourhood Area

Population Aged 65+

Total Population

ONS, 2012; ACORN, 2015

• Llanrumney – 1800 aged 65+ * • Rumney – 1600 aged 65+ *

• Trowbridge* • 5665 people claiming state

pension • 1985 people claiming pension

credits

• Cyncoed – 2500 aged 65+ • Llanishen – 2900 aged 65+ • Pentwyn* • Rhiwbina – 3200 aged 65+ • 18505 claiming state pension • 2495 claiming pension credits

• Fairwater – 2300 people aged 65+

• Llandaff – 1700 people aged 65+

• Whitchurch & Tongwynlais – 3200 people aged 65+

• 12,185 claiming state pension • 2290 claiming pension credits

• Canton - 2000 people aged 65+

• Ely – 2100 people aged 65+

• 7740 claiming state pension

• 2915 claiming pension credits

Cardiff South West

Cardiff West

Cardiff East

Cardiff North

(ONS, 2012; ACORN, 2015; CRC, 2012)

11.05.15 30.06.15 19.08.15 8.10.15 27.11.15 16.01.16

Writing Proposal

Presentation

In-House Meeting and Evaluation

Writing Report

Recording and Preparing a Video

Printing and Preparing Flyers

Publishing the Video in YouTube

Sharing the video and pictures via Social media

Advertisements in Private Hospital and Bus

Distuributing Flyers

Email Correspondance

Council for Solisitors-1

Council for Solisitors-2

Evaluation of the Strategy

Gantt Chart of the Project

Type  of  Advert   Price  Per  Unit   Number  of  units   Total  

Distribution of flyers   £70  (per  250  unit)  +200  

5000  flyer   £1600  

Public transport/Bus shelter  

£167  per  week   20  week   £3340  

Public transport/Bus back  

£89  per  week   20  week   £1780  

Business vehicle branding  

£2000   1  van   £2000  

Radio   £500(ini=al)+(£30x12)   12  months   £860  Video   £1000   1  video   £1000  Total Cost   £10,580  

•  Advertisements channels and units can be changed.

•  The table shows the cost in case all channels will be used.

Transparent Financials

Lack of specialized volunteers

Challenging ROI objectives

Ineffective communication through “ Katie's Story”

Inconsistent and unsustainable income goals

Lack of business partnerships

Business partnerships and conflicts of interests

Differentiation

“Five Point Strategy”

Honouring those donors

through different avenues

GTHC website improvement

and the

“Wishing well campaign”

Brand Community and Brand tribe of

dedicated supporters

Certification for volunteers can add value

Dedicated Legacy fund Raising team Identifying

and awareness in their early

60’s

THANK YOU and GOOD LUCK!