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
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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

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