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Ojectives

  • A new build extension to the Demelza House Children’s Hospice facility in southeast London, to include a Briconomics campaign as part of the Capital Appeal.
  • A Walk of Life campaign which could remain as a continuous revenue stream.
  • To maximise fundraising from the donor base
  • To offer a product for major donor recognition

The Products

  • Single Brick £50
  • Double Brick     £100
  • Double Logo Brick £250
  • Corporate Stone £500
  • Large Corporate Stone £1,000
  • Super Corporate Stone £5,000

Marketing

  • Careful advance structuring of the campaign
  • High profile celebrity fronting the marketing & launch
  • Direct appeal to the database
  • Talks to local clubs; particularly involving Roundtable and Freemason lodges
  • Large commercial institutions were approach and responded well due to the high level of recognition

Results

  • £320,000 raised, to date
  • A much admired pathway surrounding the new facility
  • Highly popular with staff, users and supporters

Key Success Factors

  • Well structured campaign strategy
  • Approaches to local Freemasons were very well received
  • Highly motivated fundraising team

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