The hospice movement, and the wider charity sector, face a paradox in the post-COVID-19 world – an increasing appreciation of and demand for their services but with the challenge of securing the financial income needed to provide them greater than ever. 80% of Kirkwood’s current income comes from public donations and each year the charity, based in Dalton, Huddersfield, has to secure nearly £6.5m to support the services it provides to the community.
Definition undertook an intensive research programme to identify, investigate and propose a strategic series of complementary revenue streams, including enhanced activities by Kirkwood Hospice Enterprises and, via a focused campaign, recruiting long-term donor partners from the Kirklees business community. The research spanned on and offline opportunities involving the team’s expertise across charity fundraising, profile raising and digital and social opportunities.
Kirkwood Hospice Enterprises enables the charity to identify and secure revenue from more complex and varied avenues. Definition’s research programme included making recommendations for new and innovate revenue generation streams not currently explored by the charity. The programme also looked to benchmark the hospice against national peer group organisations.
To support Kirkwood’s corporate partnerships, Definition assessed the local marketplace identifying potential supporters, existing charitable engagement of local businesses and how charities can put themselves forward for potential support. The team further produced a qualified list of prospects, identifying previous charitable engagement and future potential.
In addition to recommendations for direct fundraising opportunities Definition devised a comprehensive strategy to raise the profile of Kirkwood Hospice and its work across Kirklees, Yorkshire and wider on a national scale, securing the Hospice a voice in the ongoing debate around care provision.
