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26 hospices run joint TV advertising campaign

26 hospices run joint TV advertising campaign

Twenty six hospices in the of England are collaborating for the first time to run a TV campaign that promotes the work that they do and asks for donations.

The advert will appear on peak-time shows in the Granada region, including Coronation Street and Emmerdale. It will run for three weeks from 10 March.

It features scenes filmed with real patients, families, staff and volunteers to spread the key message that hospices are local charities, which provide specialised support for everyone regardless of age or condition, in a positive, welcoming environment. The advert underlines the fact that money donated locally will be spent locally.

It ends with a request to viewers to donate £5 by text. The money raised in donations will then be split equally between the hospices taking part.

Blackbaud Heroix

The fundraising element of the campaign is being supported by software and services firm Blackbaud. The hospices are using its peer-to-peer online giving platform Heroix to handle donations, messaging and the integration of donor and supporter data.

The project was the idea of Sue McGraw, Chief Executive of St John’s Hospice in Lancaster. She said:

“Time and time again we hear that people believe their local hospice is a frightening or depressing place, or they assume it’s only for older people, or just those diagnosed with cancer, rather than all life-limiting conditions. All these things can be great barriers to people accessing hospice care.

“With this campaign we’re hoping to break down these myths and barriers by bringing the reality of what we are all about into people’s homes and onto their TV screens.”

It costs around £85.5m to run the 26 hospices involved each year. Of this £59 million has to be raised through charitable efforts.


Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world's first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp.

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