Hospice fundraising – where are we now?
As we enter 2016, we ask - how have the fundraising needs of hospices changed over the past two to three years and how can we develop fundraising further?
After the events of last year surrounding fundraising regulation, many fundraisers will have some questions to ask, such as how can we work with others internally to ensure there are conversations about legacies or how can we communicate better with stakeholders, using resources we have? It is likely people are asking: how will changes to fundraising regulation affect my organisation?
Rob Cope, director of Remember A Charity, will be speaking at this year's Fundraising for Hospices conference. In a 2015 blog post, Rob spoke about the need for championing legacies within organisational culture – something that many hospices have been working to do.
He states: “While legacy income has continued to grow in recent years, the marketplace has also become more competitive. There are more and more organisations now fundraising for legacies; both traditional charities and those in the arts, heritage, educational establishments and hospitals. With more organisations taking their slice, there is a need not only to expand the donor market, but to ensure that your charity remains front of mind.”
What has your organisation done to embed legacy giving?
A year ago, Kate Lee, chief executive of the Myton Hospices, confessed that she had come across mixed attitudes to fundraising and a lack of clear leadership from CEO's, and challenged other chief executives and charity leaders to value the work fundraisers do.
Kate said: "I believe actively demonstrating that what fundraisers do is as vital as any type of patient care, is an essential role of a hospice CEO and the thing I am most proud of during my time at Myton is how we have built a strong bond between the fundraising and clinical teams - by building a culture of mutual respect. How many other CEO’s are supporting the fundraising teams by directly challenging myths and misconceptions to create a culture which truly reflects the mutual respect necessary to take our fundraising to the next level?"
Not only CEOs, but trustees too can play a big part in the fundraising for a hospice, and it's an area that another CEO, Heather Wood of Rainbow Trust Children's Charity, will be discussing on 25 January at the Fundraising for Hospices conference.
So what's next for hospices and their fundraisers?
Hospices UK members raise over £600million, a vital amount considering hospice care is free of charge and relies heavily on donations, and developing strong community ties. At the end of 2013, hospice care was in high demand, due to an ageing population and those living with complex health conditions. The demand for care is likely to continue and increase further, with many of the UK’s hospices adjusting fundraising practice to reflect upcoming changes to fundraising regulation. How the sector can work together and move forward depends on how organisations can adapt to coming changes.