STANDING TALL FOR THE COUNTY IN 2018 Tricia Cavell, Fundraising Director, St Richard’s Hospice tcavell@strichards.org.uk @trixiepops @StRichardsHosp @WorcStandsTall
Being BOLD & BRAVE & Being YOU !
Background & Context to WST 2015 - Governors directed a strategic review – looking to the future 2016 – Identified priority workstreams for the next 10 years, which included a new wellbeing centre / day services redevelopment Build 2020 Appeal
Background & Context to WST Cost? £5.36 m £2.36 m Appeal = £3m
Background & Context to WST OUTCOME: a new wellbeing centre / day services redevelopment IMPACT: £5.3m capital appeal SITUATION: already raising £8.4m SCOPE: Trusts, major gifts, low level support CHALLENGE: Maintain Revenue positon
Background & Context to WST We needed to : Maintain revenue Raise an additional £3m Ask ourselves: What can we do differently? How do we compete? How do we stand above the rest? How do we engage the whole community?
What could we do differently? We needed to : LEARN FROM OTHERS BE innovative & FIND the next BIG thing
Wild in ART We needed to be Wild IN Art
Wild in Art
What is an art trail?
It is so much more…….
Worcester Stands Tall Perhaps counter-intuitive, but it was not simply about fundraising It was about creating something that united and excited: One topic of conversation connected to St Richard’s Hospice
Worcester Stands Tall A shared experience Reached all in the community Made Worcester city smile…
But it DID fundraise!....
No PAIN No GAIN
A picture paints a thousand words….
Evaluation ➢ external consultant – funded by Worcester BID ➢ Survey of App users- on line ➢ Businesses- on line ➢ Sponsors- 5 interviews ➢ Secondary data included media & social media cover, fundraising, engagement with schools & artists
Evaluation ➢ 5210 downloaded & paid for the WST app ➢ 3819 collected a map from Worcester TIC ➢ Circa 5,200 collected a map from the WST shop in Crowngate ➢ circa 5,500 collected maps in other outlets ➢ Download maps were available on WST website (55,476 views)
Evaluation – App user survey ➢ 99% of App users rated WST positively (excellent or very good) ➢ 71% said they explored parts of the City they normally wouldn't ➢ Most respondents visited the City x4 times or more ➢ Most people visited in a group & 67% had children in their group
Evaluation – App user survey ➢ 64% said that WST created a greater sense of community ➢ 62% said it made them feel part of something special ➢ Over half (54%) said WST influenced their decision to visit Worcester ➢ 69% said that the WST trail inspired the to stay in the City longer ➢ 79% of visitors to WST spent £30 or more during their WST days out
Evaluation – App user survey ➢ Social media was the most common way people heard about WST (52%) followed by word of mouth (49%) ➢ More than half of respondents (57%) said they posted on social media whilst/after visiting WST
Evaluation – App user survey ➢ 94% knew WST was organised by St Richard's Hospice ➢ 88% knew it was for the Build 2020 appeal
Evaluation – Economic impact ➢ Spend in the City totalled £846,000 Roughly how much did you spend in total on yourself and others in your party as part of your day or … 257 500 64 74 71 88 42 0 Below £5 - £10 - £15 - £20 - £30 or £5 £9.99 £14.99 £19.99 £29.99 more ➢ £233,000 (net) was raised for the Build 2020 appeal ( a saving for our health economy!)
Evaluation – Economic impact ➢ 99% of business said WST had a positive impact on their business and revenues ➢ Most believed WST increased footfall up to a 31- 40% rise ➢ Footfall in the Worcester TIC was increased by 44%
Evaluation – Economic impact ➢ Crowngate shopping centre footfall figures 250,000 Weekly visitors 240,000 230,000 220,000 210,000 200,000 190,000 180,000 15/04/2018 MISSING 29/07/2018 02/09/2018
Evaluation – economic impact Artists Half of design submissions were from the Worcestershire region and a third of the final giraffes were produced by artists living in Worcestershire, so both phases of the artistic involvement had a strong local focus & provided work Approx a third of artistic contributions to the project, successful and unsuccessful, were from outside Worcestershire and the West Midlands
Evaluation – social media impact- FACEBOOK 350,000 Total impressions 300,000 250,000 200,000 150,000 100,000 50,000 0 28 May 25 Jun 23 Jul 20 Aug 17 Sep 15 Oct
Evaluation – social media impact - TWITTER 12,000 11,387 10,000 8,000 7,198 6,000 4,000 3,332 2,319 2,047 2,000 0 Jun Jul Aug Sep Oct
Evaluation – Social Media/ Tourism Facebook reach outside of the City 80,000 May Jun Jul Aug Sep Oct 70,000 Facebook reach by city 60,000 50,000 40,000 30,000 20,000 10,000 0
Evaluation – Social Media/ Tourism Facebook reach outside of the Country 450 <01/06/2018 Jun Jul Aug Sep Oct 400 Facebook: people talking about this by country 350 300 250 200 150 100 50 0 Italy United Romania New France Ireland Australia Spain India Canada States Zealand
The Big Question ………………… Would we do it again?
The answer a resounding….. YES! (and we are)
Thank you for listening – any questions?
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