CASE STUDY

St Elizabeth Hospice

How PLMR Genesis helped St Elizabeth Hospice set up an appeal for funds

The Situation

St Elizabeth Hospice, based in Ipswich, is an independent charity providing free services to help improve the lives of those living with progressive and terminal illnesses through palliative care. The hospice employs around 260 permanent staff with many based at the Hospice sites in Ipswich and working in the community. They also have 31 shops.

It costs £10.5 million every year to run the hospice with 75% of that income generated by the local community. The hospice very much relies on fundraising, donations, and volunteers to keep going, but with social distancing and self-isolation during the Covid-19 crisis that was made impossible. It was therefore necessary to launch an urgent public appeal.

What we did

A brainstorming session between the PLMR Genesis and St Elizabeth Hospice teams resulted in the multifaceted #HereTogether appeal. We set this up quickly, pro-bono, producing the creative and delivering a highly targeted Facebook and Instagram digital advertising campaign which St Elizabeth Hospice built on through PR and community relations. PLMR Genesis added value to the PR by issuing our own story about our pro-bono work and the impact of the appeal.

The Result

The adverts were delivered on a tight budget, however, with careful optimisation they reached 69,000 local residents in the surrounding areas to the hospice, resulting in a positive response with over 500 reactions and 3,000+ link clicks to the fundraising page. Local PR was widespread including a front page feature. During the first month of this campaign the hospice reached a landmark figure of £100,000 raised.

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PLMR’s crisis communications experience is second to none, and includes pre-emptive and reactive work across traditional and social media channels. We work with a range of organisations to offer critical communication support when they are faced with difficult and challenging scenarios.