Objectives
- Fundraising campaign to create a Walk of Life
- Generate maximum income
- A non memorial pathway where the need to “make a mark” could be acknowledged.
- Create an option for high value donor recognition
The Products
- Single Brick £50
- Double Brick £100
- Corporate Stone £500
- Super Corporate Stone £5,000
Marketing
- Widespread local publicity
- Local celebrity on marketing literature
- Direct appeal to the database
- Large commercial institutions were approached
- Part of the Luton Airport “Charity of the Year” fundraising structure
Results
- Sales in excess of £30,000 in the first 6 weeks
- Highly popular with staff, users and supporters
- Care team actively support the concept
- The opportunity to acknowledge loss has resulted in a high level of support from families.
Key Success Factors
- Luton Airport “charity of the year” status
- Support of all hospice staff
- High level of positive support in the local area
