Fundraising in the Health Sector

Fundraising in the Health Sector

Date: Monday 20th May 2019

Town/City: London

Location: London

Venue: America Square Conference Centre

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Brand new for 2019, the Institute of Fundraising will bring together fundraisers from Air Ambulance charities, Hospices and NHS Trusts at the first ever Fundraising in the Health Sector conference.

Over the course of the day our selection of experienced speakers will address the pressing issues at the forefront of health sector fundraising, as well as delivering case studies and ideas to help boost your day to day income generation. On top of the inspiration-packed packed programme, there will be plenty of opportunities for open discussion, conversation and networking with your peers working in other healthcare organisations.

The conference will also officially launch our new Health Sector special interest group, which will provide ongoing peer to peer support for all healthcare fundraisers working in the UK. The group will provide a unique opportunity to regularly share thoughts and ideas on how you can work together effectively to achieve greater impact for the whole sector.

Following the conference the new Health Sector special interest group will be holding its first networking event. If you are interested in learning more or even joining the committee please join us at the Windsor Fenchurch Pub, 2 New London Street, London, EC3R 7NA from 17:30. 


09.15 Opening remarks from the Chair

Andrew Watt, Senior Principal, Accordant Philanthropy


Air Ambulance Campaign of the Year: Wiltshire Air Ambulance

In January 2017 Wiltshire Air Ambulance’s launched the public phase of its Airbase Appeal, a major capital appeal to raise the funds needed to build and equip a new airbase at Semington, near Melksham.

Before this public phase was launched, the charity had already secured £3.85m in private funding, leaving £1.25m to raise from the people of Wiltshire.

This incredible campaign included a dedicated Airbase Appeal microsite and readers’ and listeners appeals across regional media raising awareness and donations. As well as targeting existing supporters, the Airbase Appeal was successful in attracting new supporters, including grant-making trusts and businesses.

By May 2018, when the new airbase opened, the public phase had raised a staggering £800,000. This was enough to complete the project thanks to careful project management and cost savings along the way. In November 2018 Wiltshire Air Ambulance won the award for Campaign of the Year at the Air Ambulance Awards of Excellence.

Cheryl Johnson MinstF, Director of Development and Resilience, Wiltshire Air Ambulance (Former Head of Capital Appeal)

Rebecca de la Bedoyere MInstF, Grants, Legacies and Lotteries Co-ordinator, Wiltshire Air Ambulance


Proceed to ‘GO’ and collect £84,000:  How one hospice diversified their income, harnessed local support and raised their profile all through a board game

Like most hospices, North Devon Hospice is constantly looking for innovative ways to diversify their income, whilst also raising their profile in the local community.  In 2018, they did exactly that. With resounding success. With the aid of a Monopoly board game.

Following a “pitch” to Hasbro, the hospice succeeded in developing the first ever North Devon Monopoly board, a project that involved the entire hospice staff team. Months of work went in to identifying the locations to go on the board, the content of the Chance cards and the design of the board. 

The final board game was then used as a means to promote the North Devon Hospice within the local community and beyond. They sold all 4,000 boxes made within 12 months, generating a net profit of £84k.

Stephen Roberts, Chief Executive, North Devon Hospice


Unprecedented fundraising success at Manchester Foundation Trust Charity

Manchester Foundation Trust (MFT) Charity raises vital income to support the treatment, research and care of the 1.6 million patients, young and old, from across the North West region, who are cared for by its nine hospitals.

Their hospitals: Manchester Royal Infirmary, Wythenshawe Hospital, Royal Manchester Children’s Hospital, Manchester Royal Eye Hospital, Saint Mary’s Hospital, Manchester University Dental Hospital, Withington Community Hospital, Trafford General and Altrincham Hospital all depend on the Charity to raise this money to enhance the services provided in each hospital by funding vital equipment, cutting edge research and advances in the care of all patients visiting the hospitals.

Come and hear about the incredible achievements of the MFT Charity team over the last couple of years and how they plan to continue this in the future.  Hear how they invested in their fundraising capability to deliver a 100% increase in fundraising for the charity from £2.3m in 2015 to £4.6m in 2017. An ambitious plan to increase income through 2018 – 2021 is already in place which will see the charity reaching new heights in the delivery of world class services to the people of Manchester, the North West and beyond.

Tanya Hamid, Head of Fundraising, Royal Manchester Children's Hospital Charity


Panel discussion I: The value of collaboration

In our first panel of the day, Andrew Watt will be joined by some of the UK’s leading healthcare fundraisers to discuss some of the benefits and topical issues around collaboration. 

Questions debated will include the following:

How can healthcare institutions collaborate to deliver better value for money and impact?

What are some of the examples of successful collaboration in the sector and what was so distinctive about them?

What are the do’s and don’ts?

What’s ‘best practice’ communication during a partnership?


So much more than the money: re-imagining philanthropy to improve our health

Are we doing more philanthropy in the health sector than we realise? Could we improve our corporate health if we view many donors as philanthropists, inviting them to give more than their money? Loyalty and gratitude play a huge role in donor motivation, particularly in the health sector, and health charities like ours have many grateful patients and other loyal supporters who not only wish to raise money but also to feel a sense of belonging and shared ownership. Reimagining our supporters as potential philanthropists may not only give them much more meaningful relationships with their chosen charities but also provide the income diversification and growth that trustee boards seek.

Helen Bowcock, Chair, Air Ambulance Kent, Surrey and Sussex


Workshop I: Creating meaning: Compassionate conversations about death

Talking about death is not easy – what to say, what not to say? Often we simply avoid potentially awkward, uncomfortable conversations. However, when it’s part of your job, we don’t have this option..

In this interactive workshop session, Lesley Howells, a Consultant Clinical Psychologist, researcher and trainer, with nearly 30 years’ experience within the NHS and Third Sector, will look at how conversations around death and leaving a meaningful legacy (monetary and otherwise) can be a release, an opportunity to share thoughts and feelings, a chance to celebrate a life lived, with all its quirks.

Full of practical tips and guidance for legacy fundraisers to take away and apply in their own legacy conversations, this session is one not to miss!

Lesley Howells, Maggie's Research Lead (UK), Lead Consultant Clinical Psychologist for Scotland, and Centre Head, Maggie’s Dundee.


Workshop II: Embracing gratitude as a path to vibrant philanthropy

Research demonstrates grateful patients and family members are most likely to make significant philanthropic gifts to health care causes. Gratitude also has positive effects on clinician well-being, patient experience and patient loyalty. Yet, many health organisations have not proactively harnessed the power of gratitude. 

This interactive workshop will explore the science of gratitude and specific triggers of patient and family gratitude in the health care environment. Then, this session considers how your organization can craft a proactive, permission-based and integrity-based approach to nurture gratitude in order to support more vibrant charitable giving. 

Betsy Chapin Taylor, President, Accordant Philanthropy


Dealing with donors effectively in uncertain times

Are donors to healthcare charities different? I have found in fundraising that there are differences that I would like to explore with you. So our relationship with and stewardship of our healthcare donors takes us on a varied journey. However I plan to learn from you as well as imparting some of my ponderings and experiences, so this will be an interactive session when I hope we will all come away with something new to think about and take forward. 

Gill Raikes, Chief Executive, Royal Brompton & Harefield Hospitals Charity


Panel II: Navigating the ethical boundaries of grateful patient philanthropy

In this panel session, chaired by Andrew Watt, we will debate some of the ethical questions around grateful patient fundraising (GPFR). Although GPFR can provide substantial funding for health care institutions and is becoming increasingly widespread, especially in the US, it raises some very ethical issues for patients, doctors, fundraisers and institutions themselves. What are the ethical guidelines for soliciting donations from patient potential donors? Should fundraising ideally be kept separate from the clinical encounter? Is this about the patient - or is it about the patient, their family and friends? And can a donation from a patient transform the doctor-patient relationship? Our panellists will discuss these questions and more.


Brand perception in legacies

Brand awareness is a big trigger for legacies. How do healthcare providers fit in to public perception and what is the solution?

Legacies are the fastest growing source of income in the voluntary sector. Healthcare providers have amazing relationships with patients and their families but how can legacy giving to these healthcare providers and their charities become a focus for prospects?

This unmissable session confronts the biggest issues and will offer solutions.

Richard Radcliffe, Founder and Owner, Radcliffe Consulting


Panel discussion III: Raising the profile of fundraising in both your institution and in the public forum

In the final panel session of the day, our panellists will consider the importance of brand and the public perception of healthcare institutions, both on a local regional level and more widespread. We will discuss some of the solutions to public misconceptions and assumptions and how we can avoid these in the future.

Our speakers will also discuss the relationship between the fundraising team and the rest of the organisation. How do we bring the two closer together? And how can we raise the profile of fundraising within the institution? What are the similarities and differences between the three sectors? And what can we learn from each other?


17.10 Closing remarks from the Chair

Andrew Watt, Senior Principal, Accordant Philanthropy



Health Sector Special Interest Group: networking event

Following the conference, we are delighted to invite you to meet the new Health Sector Special Interest Group committee.

This relaxed networking event will give you the opportunity to find out more about the IoF Group and to see how you could potentially get involved in volunteering on the committee.

Please do join us at the Windsor Fenchurch, 2 New London Street, London, EC3R 7NA from 5.30pm.

"Very excited about the first ever ‘Fundraising in the Health Sector’ conference and looking forward to sharing, learning and exploring all the opportunities for collaboration, innovation and partnership working".

David Welch, Chief Executive, Leeds Cares

"I’m really looking forward to the first ‘Fundraising in the Health sector’ conference. It will be good to have a forum where we can share sector challenges and solutions".

Carolyn Causton, Chief Executive, East Anglian Air Ambulance

"As a first time attendee at the conference, I can’t wait to get to meet so many other like-minded fundraisers and bounce ideas off one another! Fundraising as we know is a difficult job with everyone balancing so many different plates at any one time and being able to share successes, challenges etc will be a great benefit to us all! Particularly looking forward to hearing about digital innovations that others have found and of course pinching as many ideas to use myself, it will be great"

Anthony McDermott, Corporate Relationships and Challenge Events, St Benedict's Hospice 


IoF Individual member


IoF Organisational member 


Non-member place (Not-for-profit)




Small Charity (under £500,000 annual turnover)

(To secure your small charity rate please email with your charity number) 


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