In April 2023, Bolton Hospice was facing a large budget deficit. In a challenging climate, the fundraising team were working incredibly hard but not seeing sufficient results. As costs increased, income was becoming more uncertain.
The hospice formed a communications strategy for the year 2023/24, which focused on appealing for support. They were able to secure coverage on local and national television, and formed a valuable partnership with the local newspaper.
Working with Richard Duggan, Regional Editor North West at The Bolton News, the team focused on sharing positive messages about the hospice. Every weekly issue of the newspaper included a page of stories about hospice staff, volunteers, patients and carers.
Richard wrote an open letter to readers, explaining why the hospice needed support. In it, he addressed some of the misconceptions about hospice care and highlighted the importance of the hospice for the local community.
Outcomes
The communications strategy has helped raise awareness of Bolton hospice. It has helped local people understand that the hospice needs financial support, otherwise it might not be able to continue providing its vital services.
The hospice is still in deficit, but it is closing the gap thanks to £650,000 of additional income in 2023/4.
The Bolton News has had very positive feedback about the hospice campaign. People have been pleased to see their stories being shared and are coming back to read more. The campaign was shortlisted for two national awards in 2023.
Facilitators, challenges and advice
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Key facilitators
The hospice’s senior leadership team has a good understanding of the strategic value of communications. When setting objectives for the financial year 2023/24, everyone agreed to utilise the media to raise awareness of the funding crisis.
The communications team is small, but has support from a volunteer who is a freelance journalist/media consultant. They were able to help source stories to share with The Bolton News. One of the trustees also has a strong media background, having previously been an editor of The Bolton News.
The hospice has clear policies and procedures for media management. These provide a framework for staff and help avoid confusion about people’s roles and responsibilities.
Richard Duggan, Regional Editor North West for The Bolton News, is passionate about supporting local communities and sees the hospice as a key local organisation. He was keen to form a partnership with the hospice.
Bolton is an area with a strong sense of community, and the hospice has excellent relationships with local people.
Challenges
Any media campaign carries risks, which need to be assessed. The hospice uses balanced messaging, that highlights the need for support but that does not create panic or worry for patients, carers, staff and volunteers.
Part of the strategy for the campaign was to highlight the need for an uplift in statutory funding. Dr Leigh Vallance, Bolton Hospice’s CEO, has good relationships with the Integrated Care Board and is working to raise the profile of the hospice. However these negotiations are challenging and complex. The hospice is aware that there is limited funding available in the NHS.
Tips and advice
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Get buy-in from senior leaders. Having a trustee with a media background is really helpful.
Manage relationships. You need to keep all your supporters engaged and show them the impact of their support. If you’re working with an MP or a local newspaper, aim to build a long term relationship and keep them informed.
Be responsive. Make sure you have the capacity to respond to enquiries or offers of help following a press release or media piece. You don’t always have to be proactive if you are able to take advantage of any good opportunities that come your way!
Be flexible. Always have a backup plan, for example if a film crew want to interview a patient and their family, but it’s not a good time. Don’t take it personally if your front page story is cancelled because something else has come up.
Be politically impartial. Keep all your local politicians informed and offer them the same opportunities. For example, if one MP asks for information, send the same information to other MPs.
Future development
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The hospice will continue to work with the media to thank supporters and share updates about its financial situation. This includes:
explaining that there is still a deficit (but a smaller one than last year)
introducing some of the measures being taken to generate more sustainable income.
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