# Sue Ryder Care launches three-year £150 million appeal

- Link: https://fundraising.co.uk/2008/05/20/sue-ryder-care-launches-threeyear-150-million-appeal/
- Published: 2008-05-20T07:30:26+01:00
- Author: Howard Lake

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](http://www.tangibleresponse.co.uk).
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.

## Advertisement

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.

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.

![Sue Ryder Care Sunburst appeal - sample DM letter](https://www.fundraising.co.
uk/files/u11/suerydercare_sunburst_campaign_200805_0.jpg "Sue Ryder Care Sunburst
appeal - sample DM letter")

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

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