Could hospices own a national brand?

Working in collaboration and being fleet of foot

A presentation by Jane Thompson Head of Event Management St Luke’s Cheshire Hospice Lessons learned?

• Did hospices miss an opportunity to ‘Go National’ with our Midnight Walks? • Have we learned lessons from the way we used the Midnight Walk brand? • Should we be looking at’ being fleet of foot’ and ‘working in collaboration’ on a national hospice branded event? The Midnight Walk

“Being Brave of heart and fleet of foot” has allowed UK hospices to generate in excess of £20 million over 10 years but should it have been more?

Where does the Midnight Walk sit? • Cancer Research UK, Race for Life, £51.5m • , World’s Biggest Coffee Morning, £25m • Movember Foundation, Movember, £11m • Cancer Research UK, no makeup selfie, £8m • Walk the Walk, Moonwalk, £7.5m • Cancer Research UK, Dryathlon, £5m • British Heart Foundation, to Brighton, £4.3m • Macmillan Cancer Support, Go Sober October, £4.3m • Cancer Research UK, Shine, £4.2m • Macmillan Cancer Support, , £3.8m • Cancer Research UK, Relay for Life, £2.6m • Breast Cancer Campaign, Wear it Pink, £2.3m • Alzheimer’s Society, Memory Walk, £2.2m • Macmillan Cancer Support, A really good night in, £1.8m • Royal Marsden Hospital, Marsden March, £1.4m • , Pink Ribbon Walk, £1.3m • Jeans for Genes, Jeans for Genes, £1.2m • Action for Children, Byte Night, £1.1m • Help for Heroes, Hero Ride, £1m • British Heart Foundation, Ramp up the Red, £1m • Leukaemia & Lymphoma Research, Bikeathon, £990,000 • Marie Curie, Walk to Remember, £885,000 • Barnardo’s, Big Toddle, £700,000

The Shine Walk Began in 2009 NO COLOR RUNS FOR US….WE WERE SQUEEZED OUT! ARE BUBBLES ARE BETTER THAN COLOUR? Could this be our hospice owned event? Two hospices working together

• St Luke’s Cheshire Hospice • East Cheshire Hospice

BUBBLY FACTS

• Launched on social media on New Years Day. • Reached 1850 participants very quickly with no marketing budget (all Social media) • 85% were new to our databases • Participants were mostly young family groups • The fixed costs were shared but each hospice paid pro rata costs • The event raised £93,000 with a profit of £71,000

• Hospices should work together to create national brands • We must change our culture to enable our income generation teams to move forward? • We need to change the mind set where some hospices prize independence over success • We must not be guilty of wilful blindfullness • We must take lessons from National charities or fall behind.

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