The Story: West Hertfordshire Hospitals NHS Trust committed to creating a dedicated Interventional Radiology (IR) Suite and state of the art scanner at Watford General Hospital in Hertfordshire. The new suite will increase the number of IR procedures that can be performed at the hospital, improve patient care, attract new staff and ensure the NHS Trust is able to meet future demand. This was to be the largest appeal ever run by the Raise (West Hertfordshire Hospitals Charity) who were also relatively unknown in the wider community.
The Story: West Hertfordshire Hospitals NHS Trust committed to creating a dedicated Interventional Radiology (IR) Suite and state of the art scanner at Watford General Hospital in Hertfordshire. The new suite will increase the number of IR procedures that can be performed at the hospital, improve patient care, attract new staff and ensure the NHS Trust is able to meet future demand. This was to be the largest appeal ever run by the Raise (West Hertfordshire Hospitals Charity) who were also relatively unknown in the wider community.
The Brief: With no supporter database and no prior DM activity, Raise wanted to trial a door drop to 51,000 households in West Herts with a specific ask around IR – raising awareness and funds, and establishing a donor database for future growth. Firstly, we needed to establish and name and identity for the appeal.
Our Response: ‘Imagine This’ was the highly visual concept which links the workings of the scanner with a hopeful and visionary expression. We created a toolkit which housed all campaign elements and key messaging for consistent application across the campaign. We applied this new identity to an impactful door drop pack.
Why it Works: We visually demonstrated progress already made with £465,889 already raised against a target of £695,000, with a plea to donate by a certain date (the following month).
A patient story demonstrated the life-saving power of this technology and numerous benefits were highlighted with impressive photography of the cutting-edge scanner throughout the pack.
Results: The door drop achieved an industry-target-beating 1.32% response rate and generated over £46,000 from 254 donors. With a single supporter donating £30,000 in memory of her husband who had been treated here.