Sue Ryder Care launches three-year £150 million appeal
Howard Lake | 20 May 2008 | News
Healthcare charity Sue Ryder Care is launching a major three year campaign, the Sunburst Appeal, to raise £150 million. This will help the charity more than double its capacity for providing nursing care, from 4 million hours to 10 million hours each year by the end of 2018.
The multi-channel appeal, which also uses Sue Ryder Care’s chain of shops, has been developed in partnership with Tangible Response. The agency, then ‘Target Direct’, was appointed at the end of 2007 and undertook a strategic review of all Sue Ryder Care fundraising, with this appeal following the review recommendations.
The campaign starts with a direct mail appeal which drops at the end of this month. Previously the charity’s direct mail activity has been lead largely by local needs, focusing on specific care centre or hospice catchment areas. This appeal however is national in scope.
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The campaign’s propositions are being tested in May both to profiled segments of the Sue Ryder Care supporter base and prospect affinity audiences.
The appeal’s message focuses on the ability ‘to care without being there’, acknowledging the fact that many people find it difficult to look after friends and family members as much as they would like, given their busy lives.
The appeal encourages donations to help Sue Ryder Care nurses give people back the freedom and quality of life that are often taken away by serious illnesses like Multiple Sclerosis, Huntington’s disease, Parkinson’s disease, stroke, brain injury and cancer, whether in hospices, care centres or in the person’s own home.
The direct mail packs contain variable asks and their impact, such as £20 can pay for one hour of a nurses shift, and £150 can cover the cost of a full day.
Paul Handley, Managing Director of Tangible Response, said: "Having identified various different need states in the supporter and potential supporter audiences, we’ve been able to work with Alison and her team to develop really emotive propositions. This test phase will give us a great foundation in working towards the £150 million target. It’s great to be working with such an ambitious organisation."
www.suerydercare.org
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.